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Mintel: Shoppers 'don’t feel OK about eating junk food just because they are on the go'
Foods with ‘on-the-go’ claims represent a small - but rapidly growing - proportion of global new product launches, but firms that want to cash in need to think about health and quality as well as convenience, says Mintel.
Speaking at the Food Technology and Innovation Forum in Chicago last week, Mintel principal research consultant Erin Murray said that 1.15% of all new product launches globally carried some kind of ‘on-the-go’ claim in 2011 compared with 0.59% of new launches in 2008.
Dashboard diners won’t settle for junk food anymore
She added: “We see a rise in on-the-go claims, but manufacturers are kicking it up a notch in terms of health and higher quality.
“They don’t feel OK about eating junk food just because they are on the go.”
All-natural claims
An analysis of ‘on-the-go’ launches showed that 15% carried ‘all-natural’ claims in 2011, compared with 7% in 2009, she added.
Meanwhile, 30% of on-the-go new launches in 2011 featured ‘no additives/preservatives’ type claims in 2011 compared with 25% in 2009, she said.
“We’ve seen some powerful innovations in healthy snacks, but you need to have something for everyone on the move: singles, kids, parents. Think quality and clean labels.”
Looking at overall new product launches, ‘all-natural’ claims continue to grow while ‘minus’ claims (lower fat, sodium, sugar) are losing momentum, she said.
Fiber claims are also growing in popularity along with environmentally-friendly claims, she said.
Click here for more soundbites from the Food Technology & Innovation Forum in Chicago.
