Natural claims--including "all natural," "no additives/ preservatives," "organic" and "whole grain"--were featured on 23% of all F&B launches globally (up from 20% in 2007) and 33% of U.S. launches (up from 27%), Mintel reports.

However, fortified "plus" claims--such as added vitamins or calcium-- declined from 6% to 5% of launch claims globally, and remained at 6% in the U.S.

The growth of "minus" claims (such as low-fat, reduced sugar and low-calorie) slowed globally, rising 1% to 18% of the total. These claims also grew just 1% in the U.S.--although as a group, they accounted for 25% of F&B launch claims.

"In the past, low-fat and low-calorie were the hallmarks of good nutrition and dieting, but today, that lifestyle seems passé," observes Mintel new-product expert Lynn Dornblaser. "Food and drink manufacturers today realize that natural and pure have become healthy eating ideals, as people look for holistic, genuine nutrition they can trust."

Convenience claims increased by two percentage points both globally and in the U.S., to account for 12% and 18% of total claims, respectively.

Ethical/environmental claims increased from 2% to 5% globally, and from 3% to 7% in the U.S.

Looking at individual product claims, as opposed to the grouped claims outlined above, "kosher" continued to be the most common new-product claim in the U.S., at 27%--followed by "all natural" (15%), "no additives/preservatives" (14%), "organic" (12%) and "microwaveable" (10%). Individual "minus" claims ranged from 7% ("low/no calorie") to 9% ("low/no/reduced trans fat") of total claims. The "premium" claim was highlighted on 8% of U.S. launches.

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