A Jan. 2009 review from Chicago-based Mintel’s Global New Products Database showed that, during 2008, “natural” was the most-frequent claim on new foods and beverages. On a global scale, “natural” claims appeared on almost one in four (23%) new products, a 9 percent increase from 2007. Domestically, Mintel saw an even greater percentage of new “natural” foods and drinks, with one-third sporting the claim, up 16 percent from 2007.
“Although convenience and the environment are popular talking points today, these benefits did not receive anywhere near the same level of attention as ‘natural’ claims did,” says Lynn Dornblaser, new product expert, Mintel. “With economic struggles driving people toward a simpler way of life, we expect that food and drink manufacturers will continue to prize natural, wholesome benefits well into 2009.”