Once agin its interesting to look at what claims have been made by new product launches in 2008.
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Mintel, who derived the results from their Global New Products Database, found that globally 23 % of all new products launched made natural claims lower than the high of 36 % in the UK.
While products claiming added nutrients appeared on only 5% of new products (much down on 2007) those claiming to have some component reduced (eg fat, calories) represented 18%.
This can be interpreted to mean that natural is a new focus of those looking for healthy living, with lest emphasis on additives and reduced foods.
‘Convenience’ and ‘ethical and environmental’ appeared on only 12 and 5 % of new products respectively highlighting the need for innovative natural products,
I doubt that this applies in African markets and present it as maybe a indication of what the future could hold.