Healthy interest in 'low' and 'light' product launches

Health claims legislation hasn't dimmed food companies' enthusiasm for healthy products, with nearly 40 per cent of global food and drink launches positioned on a health platform of some kind, according to Innova Market Insights.

However, companies are opting for a softer stance. Products mainly spruiking “passive” benefits, such as low and light products, accounted for over 35 per cent of global launches recorded.

The products using an “active” health platform, promoting added health benefits, such as vitamin fortification or the use of probiotics, accounted for just 9 per cent of the total.

Innova found that dairy launches accounted for the largest number of health claims, ahead of soft drinks, with bakery products in third place.

The penetration of health claims is much higher in the first two categories, however, with 61 per cent of soft drinks launches and 60 per cent of dairy launches using claims in 2013, compared with just 31 per cent of bakery introductions.