PREMIUM FOOD PRODUCT INTRODUCTIONS
INTRODUCTIONS BY CLAIM
Product Category Claims
% of Introductions
2010
Kosher
30.7
31.8
32.3
Ethical—Environmentally Friendly Package
16.2
14.7
18.2
All Natural
17.5
18.6
17.5
No Additives/Preservatives
15.0
16.3
16.0
Low/No/Reduced Allergen
9.2
9.6
11.9
Gluten-Free
8.6
8.5
11.1
Ease of Use
9.1
7.4
9.7
Low/No/Reduced Trans Fat
5.9
8.3
8.0
Microwaveable
10.0
8.7
7.4
Convenient Packaging
11.7
6.8
6.9
Low/No/Reduced Fat
6.9
6.7
6.7
Organic
5.9
6.2
5.7
Time/Speed
5.1
3.8
3.8
Seasonal
3.6
3.2
3.6
Ethical—Environmentally Friendly Product
3.5
4.0
3.4
Low/No/Reduced Cholesterol
3.8
5.1
3.3
Low/No/Reduced Sugar
3.6
4.0
3.3
Whole Grain
3.2
3.9
2.9
Antioxidant
Product purity (e.g., kosher, all natural, no
additives/preservatives) remains a top focus
of premium food and beverage product
launches. Claims with a strong tie to convenience (microwaveable, ease of use, convenient packaging, time/speed) also rank high.
Health-related claims (allergen- and glutenfree) are showing a strong uptick over claims
that take a clear diet stance (low/no/reduced
fat, trans fat, sugar).
2011
2.1
3.2
2.7
100.0
100.0
100.0
Total
Data does not equal totals Cecause Qroducts may
maLe more tIan one claim
2012
Source: Mintel/GNPD
NAME BRAND vs. PRIVATE-LABEL
PREMIUM PRODUCT LAUNCHES
PR
IV
E N ATE-LAB
E
EL
BA RGY
R
2010
%
2011
%
2012
%
Name Brands
69.8
70.3
67.5
Private Label
30.2
29.7
32.5
Source: Mintel/GNPD
Private label showed its muscle by surging in
2012 to a 32.5 percent share of product launches, a
level second only to the 2009 recession-driven peak
of 36.2 percent. Private-label makers and marketers
continue to play a substantial role in specialty food,
especially in supermarkets.
THE STATE OF THE SPECIALTY FOOD INDUSTRY 2013
5A