'Natural' Claims Made for More Products Than Anything Else
It sounds so right, and simple. Most of us try. Doing what comes naturally, that is. A review from the Mintel Global New Products Database (GNPD), quoted on just-food.com, showed that "natural" claims, which included the word itself as well as descriptions such as no additives/preservatives, organic and wholegrain, appeared on "nearly one in four (23 percent) of new food and drink products in 2008."
The nine percent increase on 2007 figures made them the "most frequently featured on new products globally." Following well behind "natural" claims were products touting "convenience," 12 percent; and those with an "ethical and environmental" stance, five percent.
In the UK, products highlighting natural qualities were even more widely used "with over one in three (36 percent) new food and drink products highlighting 'natural' qualities," Mintel found. This represents a 17 percent increase on 2007. Europe reportedly increased by 23 percent.
Meanwhile, products boasting "less," such as low-fat, reduced sugar or low-calorie, have been less popular and are said to be "stagnating globally."
According to David Jago, new product expert at Mintel, "convenience" and the "environment" may be "popular talking points" but they didn’t receive anywhere near the same level of attention as "natural" claims. And while low-fat and low-calorie have previously been seen as "hallmarks of good nutrition and dieting," that lifestyle now seems "passé."
"With economic struggles driving people toward a simpler way of life," he reportedly said, "food and drink manufacturers will continue to prize natural, wholesome benefits well into 2009." Mr. Jago also believes that fortified products are falling out of favor as manufacturers recognize that consumers seeking "holistic, genuine nutrition they can trust" will view "natural and pure" as the ideal for healthy eating.
Discussion question: How strongly are claims such as "natural" or "organic" still resonating with consumers? As "natural" becomes more prevalent, will it lose its meaning? Why do you think growth of products with low-fat, reduced sugar and low-calorie claims is stagnating?