‘Natural’ Marketing Claims Rising

The marketing of new products using natural claims, such as “like grandma made,” and using “from the cupboard” ingredients is taking off alongside rising interest in “home made” and “homestyle,” while momentum in “natural” and “preservative-free” is continuing to gather pace, according to new data to be presented by Innova Market Insights at the IFT Food Expo in Chicago on July 17 to 19 (Booth #3660).

Innova Market Insights tracked 987 new products using either the word “simple,” “simplest” or “simplicity” in 2009 compared to 467 in 2008. Use of the word “pure,” “purity” or “purely” grew from 3,013 in 2008 to 5,705 in 2009. The researcher tracked 2,137 new U.S. products positioned as “natural” or “preservative free” in the first four months of 2010 (January 2010 to April 2010), up slightly from the 2,052 products tracked in the corresponding period in 2009, but dramatically from the 1,155 recorded in 2008.