Top 10 claims on new product introductions in Europe

Between January 2008 and June 2009, Mintel (Global New Products Database) tracked a total of 88,364 new food and beverage product launches throughout Europe. The most frequent claims made on these are (in descending order):

• No additives/preservatives (13,441 products)
• Organic (7,781)
• Vegetarian (5,861)
• Microwaveable (5,525)
• Sugar (low/no/reduced) (5,467)
• Fat (low/no/reduced) (5,330)
• Premium (4,755)
• Allergen (low/no/reduced) (4,653)
• Time/Speed (3,864)
• Gluten-free (3,398)

This compares to 41,023 new products launched between January 2003 and June 2004.