Product launches with GM-free claims increase

It’s no secret that ‘free-from’ foods are taking off around the world. While well-known free-from products like gluten-free and lactose-free continue to do well, the entire free-from category has expanded to include broader definitions such as dairy-free, additive-free, preservative-free and even, increasingly, GM-free.

Nearly 13% of total food and drink launches recorded globally in 2013 featured additive- or preservative-free claims, or both, up from 10% in 2008, according to Innova Market Insights.

“While claims using the term ‘natural’ have increasingly come under fire for lack of clarity regarding definition, the use of additive-free and preservative-free claims has been able to move forward relatively unhindered,” said Lu Ann Williams, director of innovation at Innova Market Insights.

“Interest in naturalness is still highly evident, however, and is also reflected in the growing use of GM-free labelling, although it remains relatively limited on a global scale.”

Only 2.3% of global launches featured GM-free claims in 2013, Innova reports. The snacks, bakery and dairy segments have the largest number of GM-free launches, reflecting the significance of GM ingredients in sectors using high levels of cereals for food or feed, ahead of meat, fish and eggs, confectionery and ready meals.

Gluten-free products have been especially popular in the US, with nearly 14% of product launches in 2013 using a gluten-free positioning - far higher than the global average of 8%.

While lactose-free claims haven’t been so widely taken up, 1.5% of launches used this positioning in 2013 - twice as many as five years previously. Not surprisingly, more than one-third of total lactose-free launches were in the dairy segment, with 7% of dairy launches carrying this type of claim.

This figure rises further in North America and Western Europe, where 10% of dairy launches used this type of positioning.

“It is clear that the free-from sector is set for further growth, with interest continuing to spread from those diagnosed as specific allergies and intolerances, via the self-diagnosed to those with a more general interest in health and wellbeing,” Williams said.

“The ongoing development of a greater range of products with a high-quality image and a good taste profile is helping this along.”