Swine flu fears and a desire for natural products will push NPD

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Swine flu fears and a desire for natural products will push NPD
Levels of new product development activity (NPD) are continuing to hold up, with the number of launches in the first 10 months of 2009 ahead of the...

Levels of new product development activity (NPD) are continuing to hold up, with the number of launches in the first 10 months of 2009 ahead of the same period in 2008, according to Innova Market Insights.

Predicting food and drink trends in 2010, the research company said, 'natural' will continue to be a key concern for consumers. This trend has been particularly evident in beverages, it says, as it recorded that over 13% of global soft drinks launches in the first nine months of 2009 period were positioned on a 'natural' platform

equivalent to nearly 1,000 products.

"While activity is dominated by bottled water and fruit drinks, both of which have the benefit of an inherently natural image, perhaps of most interest is the rising level of interest in natural carbonates, which is moving away from more specialist products and into the realms of the brand leaders," it said.

It also said that swine flu fears had fuelled a demand for immunity boosting products in many countries and it expected to see ingredients such as probiotics and antioxidants marketed on this platform in 2010. "Manufacturers will have to be careful about overdoing claims, however," it said, as Danone had disagreed with the Advertising Standards Authority over claims that its Actimel probiotic drinks helped support children's natural defences. Kellogg's had also dropped an immunity claim on Rice Krispies in the US.

Related topics: NPD