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2009 Food & Drink Product Launches Decline

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By: Sean Moloughney

Editor, Nutraceuticals World

The economic slump took its toll on U.S. food and drink manufacturers in 2009, according to a recent review of Mintel’s Global New Product Database (GNPD). Food and drink product launches declined substantially, nearly 30% from 2008. Food and drink introductions with an all-natural claim decreased from 15% of all launches in 2008 to 13% in 2009. The organic claim showed a similar decline of 12% to 10% in the same timeframe. Despite this trend, there are some categories and claims that found a hidden niche in which to excel. Ethical and environmental claims increased from 9% of all product launches in 2008 to 17% in 2009. Specifically in this category, the environmentally friendly packaging claim nearly tripled, growing from 3% of all products launched in 2008 to 9% in 2009. Meanwhile, in clear correlation with the recession, products boasting an economy claim have increased by 72% from 2008 to 2009.

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