Natural claims still abound, but the sheen has worn off - Mintel
By Elaine WATSON
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The phrase 'all-natural' is still emblazoned on scores of new food and beverage launches, but not quite as many as it used to be, Mintel innovation & insight director Lynn Dornblaser told delegates.
In 2010, natural claims featured on 14% of new product launches in the US, she said, whereas in 2012, that number had dipped to 12%. Not a huge shift, but perhaps an indication that 'natural' is not quite as sexy as it used to be.