Record-breaking number of new products flood shelves

In 2006, a record-breaking barrage of new products flooded store shelves, according to the Mintel Global New Products Database (GNPD).

Close to 182,000 new products were introduced globally, with key booming areas focusing on mind, body and general good health. Almost 105,000 food and drink products were launched last year alone " around 300 for every day of the year.

"The significant shift to more products with better-for-you positioning helped boost new product launches in 2006," said David Jago, director of Mintel Custom Solutions.

"The strong focus in many categories is on promoting good health, which can be seen in the most popular product claims. Companies are offering more products that enhance wellbeing for consumers."

Low-carb products continue to move out of grace with consumers, with the category posting only 500 global food introductions in 2006. This is less than half the level of launches achieved in the same category in 2005, and only 15% of the launches introduced during its peak in 2004.

In contrast, products that highlight a reduced content of fat, calories, sugar and cholesterol are sharply on the rise. Low/no trans-fat and gluten-free are the key movers of this category, showing major increases.

Low/no trans-fat products are up by nearly 120%, more than doubling from 2005 " due primarily to North American regulations (the region accounts for 80% of these food and drink claims).

Gluten-free experienced an 86% jump in 2006 product launches, with strong growth in North America, Europe and Latin America. Companies are placing a stronger focus on allergen-free foods, which have seen greater growth into mainstream retailers.

Food and drink product launches with an ethical positioning nearly doubled last year, with ethical labelling appearing in more diverse product categories. Organic is also continuing to see major developments.