Paleo devotees push category forward

More brands are boasting of Paleo credentials as the natural food trend shows no sign of slowing.

Innova Market Insights says the number of Paleo-based launches have surged from single figures in 2010 to over 300 in the 12 months to the end of September 2015.

“Although this remains very small in terms of global launch activity totals, it is nearly three times the number recorded in the previous 12-month period,”  Lu Ann Williams, director of innovation at Innova Market Insights, said.

Activity is also spreading out globally from the US, where the current rise in interest started.

The share of the US in paleo launch activity fell from over 80 per cent of the tracked launch total in the 12 months to the end of September 2014 to less than two-thirds in the same period in 2015, despite strong growth in total introductions.

This indicated the emergence of activity in other parts of the world, perhaps most notably Australia, where activity came from virtually zero in 2014 to account for nearly 16 per cent of the 2015 total – putting it ahead of Europe with 10 per cent.

Launch activity has been fragmented in terms of product categories, although cereals, bakery products and snacks account for a combined 56 per cent share.

Sports nutrition products take fourth place, ahead of dairy and soft drinks.

Products are increasingly marketed as paleo-friendly and some high-profile lines now also feature ‘paleo’ in the product name or brand.

Beak & Johnston this year launched a range of Cleaver's Organic Sausages described as 'Paleo' on-pack, and Noshu came out with a range of Paleo-friendly doughnuts.