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.”
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.
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