“Natural” Claim Most Popular In 2008

A review of the Mintel Global New Products Database shows 16% growth from 2007 to 2008 regarding food products with “natural” claims. Those with “minus” claims, including low-fat and low-calorie, grew by 2% while those with “plus” claims (added ingredients and flavors) fell by 2%. Ethical and environmental claims grew by 148% over this same period.

The “natural” category includes organic products and those with no additives or preservatives, and whole grains claims. Analysts cite fear as one of the main drivers of the trend toward “natural,” products, although in the second half of 2008 personal economics and general anxiety over the economy also contributed to the demand for more simple, natural foods.

Other product claim categories noting an increase in demand from 2007 to 2008 include “suitable for,” ethical and environmental,” and “functional.”

Change Categories for U.S. Market (2007 % of total/ 2008 % of total / % change 2007-2008):

• Natural (27% / 33% / 16%)
• Suitable for (30% / 33% / 5%)
• Minus (24% / 25% 2%)
• Positioning (19% / 19%/ -8%)
• Convenience (16% / 18% / 8%)
• Ethical and Environmental (3% / 7% / 148%)
• Plus (6% / 6% / -2%)
• Demographic (5% / 5% / -10%)
• Functional (2% / 4% / 81%)
• Beauty Enhancing (0% / 0% / 378%)