Mintel’s Global New Products Database has highlighted the top label claims for new food and beverage products introduced in 2011. The top claim was “kosher” which applied to 27% of new products, a figure that was more than twice that of the second most common claim, “all natural.” The remainder of the top five were “no additives/preservatives,” “low/no/reduced allergen,” and “gluten-free.” Notably, “no-High Fructose Corn Syrup (HFCS)” was near the bottom of the list and appeared on only 2% of product introductions.
“New product introductions in the US, across all categories, usually total more than 20,000 in most years,” says Lynn Dornblaser, director, innovation & insight at Mintel. “Those with ‘no-HFCS’ claims only accounted for about 400 new product intros in 2011, or 2%. By comparison, they’re a very small part of the market.”
The new data corresponds with a Mintel consumer study from last year that showed HFCS to be a low priority when grocery shopping, with only 4% of consumers indicating they were looking to avoid HFCS, and only 3% indicating that they were reading labels for HFCS.