New data from Mintel's GNPD shows "kosher" as topping the list for most on-package claim in 2011.


New data from Mintel's Global New Products Database (GNPD) spotlighted the most frequent health-focused on-package claims for new products in the food and beverage industry.

For 2011, topping the list was "kosher," which appeared on 27% of new products, more than twice as often as the second most common claim, "all-natural product."

Rounding out the top five were "no additives/preservatives," "low/no/reduced allergen" and "gluten-free." Near the bottom of the list was "no high-fructose corn syrup” (HFCS), which appeared on only 2% of product introductions.

"New product introductions in the U.S., across all categories, usually total more than 20,000 in most years," says Lynn Dornblaser, director, innovation and insight at the Chicago-based market research firm. "Those with 'no-HFCS' claims only accounted for about 400 new product introductions in 2011, or 2%. By comparison, they're a very small part of the market."

The results align with a separate consumer study conducted last year by Mintel that shows HFCS to be a low priority when grocery shopping. The 2011 research found that only 4% of consumers indicated they were looking to avoid HFCS, and only 3% indicated that they were reading labels for HFCS.