trends in new product launches

TRENDS IN NEW PRODUCT LAUNCHES

Report prepared for: Natur- og Landbrugskomissionen

Contributors: Theodosia Migkou, Polymeros Chrysochou and Klaus Grunert,

MAPP Centre for Research on Customer Relations in the Food Sector,

Aarhus University

October 2012

Trends in New Product Launches

ii

Table of Contents

Table of Contents .......................................................................................................................................... ii

1 Introduction ........................................................................................................................................... 1

2 Methodology ......................................................................................................................................... 2

3 Summary Tables .................................................................................................................................... 5

4 Results ................................................................................................................................................. 33

4.1 Launches of products across all sectors....................................................................................... 33

4.1.1 Europe ................................................................................................................................. 33

4.1.2 Asia ...................................................................................................................................... 35

4.1.3 Middle East and Africa ........................................................................................................ 37

4.1.4 North America ..................................................................................................................... 39

4.1.5 South America ..................................................................................................................... 41

4.2 Dairy Products ............................................................................................................................. 43

4.2.1 Europe ................................................................................................................................. 43

4.2.1.1 Denmark .......................................................................................................................... 46

4.2.1.2 France .............................................................................................................................. 48

4.2.1.3 Germany .......................................................................................................................... 50

4.2.1.4 Italy .................................................................................................................................. 52

4.2.1.5 Poland .............................................................................................................................. 54

4.2.1.6 Russia .............................................................................................................................. 56

4.2.1.7 Spain ................................................................................................................................ 58

4.2.1.8 Sweden ............................................................................................................................ 60

4.2.1.9 UK ................................................................................................................................... 62

4.2.2 North America ..................................................................................................................... 64

4.2.2.1 USA ................................................................................................................................. 67

4.2.2.2 Canada ............................................................................................................................. 69


iii

4.2.3 South America ..................................................................................................................... 71

4.2.3.1 Brazil ............................................................................................................................... 74

4.2.3.2 Argentina ......................................................................................................................... 76

4.2.3.3 Mexico ............................................................................................................................. 78

4.2.4 Asia ...................................................................................................................................... 80

4.2.4.1 China ............................................................................................................................... 83

4.2.4.2 Japan ................................................................................................................................ 85

4.2.4.3 South Korea ..................................................................................................................... 87

4.2.4.4 India ................................................................................................................................. 89

4.2.5 Middle East and Africa ........................................................................................................ 91

4.2.5.1 Egypt ............................................................................................................................... 94

4.2.5.2 Israel ................................................................................................................................ 96

4.2.5.3 Saudi Arabia .................................................................................................................... 98

4.2.5.4 South Africa .................................................................................................................. 100

4.3 Bakery ....................................................................................................................................... 102

4.3.1 Europe ............................................................................................................................... 102

4.3.1.1 Denmark ........................................................................................................................ 105

4.3.1.2 France ............................................................................................................................ 107

4.3.1.3 Germany ........................................................................................................................ 109

4.3.1.4 Italy ................................................................................................................................ 111

4.3.1.5 Poland ............................................................................................................................ 113

4.3.1.6 Russia ............................................................................................................................ 115

4.3.1.7 Spain .............................................................................................................................. 117

4.3.1.8 Sweden .......................................................................................................................... 119

4.3.1.9 UK ................................................................................................................................. 121

4.3.2 North America ................................................................................................................... 123


iv

4.3.2.1 USA ............................................................................................................................... 126

4.3.2.2 Canada ........................................................................................................................... 128

4.3.3 South America ................................................................................................................... 130

4.3.3.1 Brazil ............................................................................................................................. 133

4.3.3.2 Argentina ....................................................................................................................... 135

4.3.3.3 Mexico ........................................................................................................................... 137

4.3.4 Asia .................................................................................................................................... 139

4.3.4.1 China ............................................................................................................................. 142

4.3.4.2 Japan .............................................................................................................................. 144

4.3.4.3 South Korea ................................................................................................................... 146

4.3.4.4 India ............................................................................................................................... 148

4.3.5 Middle East and Africa ...................................................................................................... 150

4.3.5.1 Egypt ............................................................................................................................. 153

4.3.5.2 Israel .............................................................................................................................. 155

4.3.5.3 Saudi Arabia .................................................................................................................. 157

4.3.5.4 South Africa .................................................................................................................. 159

4.4 Chocolate Confectionery ........................................................................................................... 161

4.4.1 Europe ............................................................................................................................... 161

4.4.1.1 Denmark ........................................................................................................................ 164

4.4.1.2 France ............................................................................................................................ 166

4.4.1.3 Germany ........................................................................................................................ 168

4.4.1.4 Italy ................................................................................................................................ 170

4.4.1.5 Poland ............................................................................................................................ 172

4.4.1.6 Russia ............................................................................................................................ 174

4.4.1.7 Spain .............................................................................................................................. 176

4.4.1.8 Sweden .......................................................................................................................... 178


v

4.4.1.9 UK ................................................................................................................................. 180

4.4.2 North America ................................................................................................................... 182

4.4.2.1 USA ............................................................................................................................... 185

4.4.2.2 Canada ........................................................................................................................... 187

4.4.3 South America ................................................................................................................... 189

4.4.3.1 Brazil ............................................................................................................................. 192

4.4.3.2 Argentina ....................................................................................................................... 194

4.4.3.3 Mexico ........................................................................................................................... 196

4.4.4 Asia .................................................................................................................................... 198

4.4.4.1 China ............................................................................................................................. 201

4.4.4.2 Japan .............................................................................................................................. 203

4.4.4.3 South Korea ................................................................................................................... 205

4.4.4.4 India ............................................................................................................................... 207


4.4.5.1 Egypt ............................................................................................................................. 212

4.4.5.2 Israel .............................................................................................................................. 214

4.4.5.3 Saudi Arabia .................................................................................................................. 216

4.4.5.4 South Africa .................................................................................................................. 218

4.5 Fruit and Vegetables .................................................................................................................. 220

4.5.1 Europe ............................................................................................................................... 220

4.5.1.1 Denmark ........................................................................................................................ 223

4.5.1.2 France ............................................................................................................................ 225

4.5.1.3 Germany ........................................................................................................................ 227

4.5.1.4 Italy ................................................................................................................................ 229

4.5.1.5 Poland ............................................................................................................................ 231

4.5.1.6 Russia ............................................................................................................................ 233


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4.5.1.7 Spain .............................................................................................................................. 235

4.5.1.8 Sweden .......................................................................................................................... 237

4.5.1.9 UK ................................................................................................................................. 239

4.5.2 North America ................................................................................................................... 241

4.5.2.1 USA ............................................................................................................................... 244

4.5.2.2 Canada ........................................................................................................................... 246

4.5.3 South America ................................................................................................................... 248

4.5.3.1 Brazil ............................................................................................................................. 251

4.5.3.2 Argentina ....................................................................................................................... 253

4.5.3.3 Mexico ........................................................................................................................... 255

4.5.4 Asia .................................................................................................................................... 257

4.5.4.1 China ............................................................................................................................. 260

4.5.4.2 Japan .............................................................................................................................. 262

4.5.4.3 South Korea ................................................................................................................... 264

4.5.4.4 India ............................................................................................................................... 266


4.5.5.1 Egypt ............................................................................................................................. 271

4.5.5.2 Israel .............................................................................................................................. 273

4.5.5.3 Saudi Arabia .................................................................................................................. 275

4.5.5.4 South Africa .................................................................................................................. 277

4.6 Meals and Meal Centers ............................................................................................................ 279

4.6.1 Europe ............................................................................................................................... 279

4.6.1.1 Denmark ........................................................................................................................ 282

4.6.1.2 France ............................................................................................................................ 284

4.6.1.3 Germany ........................................................................................................................ 286

4.6.1.4 Italy ................................................................................................................................ 288


vii

4.6.1.5 Poland ............................................................................................................................ 290

4.6.1.6 Russia ............................................................................................................................ 292

4.6.1.7 Spain .............................................................................................................................. 294

4.6.1.8 Sweden .......................................................................................................................... 296

4.6.1.9 UK ................................................................................................................................. 298

4.6.2 North America ................................................................................................................... 300

4.6.2.1 USA ............................................................................................................................... 303

4.6.2.2 Canada ........................................................................................................................... 305

4.6.3 South America ................................................................................................................... 307

4.6.3.1 Brazil ............................................................................................................................. 310

4.6.3.2 Argentina ....................................................................................................................... 312

4.6.3.3 Mexico ........................................................................................................................... 314

4.6.4 Asia .................................................................................................................................... 316

4.6.4.1 China ............................................................................................................................. 319

4.6.4.2 Japan .............................................................................................................................. 321

4.6.4.3 South Korea ................................................................................................................... 323

4.6.4.4 India ............................................................................................................................... 325


4.6.5.1 Egypt ............................................................................................................................. 330

4.6.5.2 Israel .............................................................................................................................. 332

4.6.5.3 Saudi Arabia .................................................................................................................. 334

4.6.5.4 South Africa .................................................................................................................. 336

4.7 Processed Fish Meat and Egg Products ..................................................................................... 338

4.7.1 Europe ............................................................................................................................... 338

4.7.1.1 Denmark ........................................................................................................................ 341

4.7.1.2 France ............................................................................................................................ 343


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4.7.1.3 Germany ........................................................................................................................ 345

4.7.1.4 Italy ................................................................................................................................ 347

4.7.1.5 Poland ............................................................................................................................ 349

4.7.1.6 Russia ............................................................................................................................ 351

4.7.1.7 Spain .............................................................................................................................. 353

4.7.1.8 Sweden .......................................................................................................................... 355

4.7.1.9 UK ................................................................................................................................. 357

4.7.2 North America ................................................................................................................... 359

4.7.2.1 USA ............................................................................................................................... 362

4.7.2.2 Canada ........................................................................................................................... 364

4.7.3 South America ................................................................................................................... 366

4.7.3.1 Brazil ............................................................................................................................. 369

4.7.3.2 Argentina ....................................................................................................................... 371

4.7.3.3 Mexico ........................................................................................................................... 373

4.7.4 Asia .................................................................................................................................... 375

4.7.4.1 China ............................................................................................................................. 378

4.7.4.2 Japan .............................................................................................................................. 380

4.7.4.3 South Korea ................................................................................................................... 382

4.7.4.4 India ............................................................................................................................... 384


4.7.5.1 Egypt ............................................................................................................................. 389

4.7.5.2 Israel .............................................................................................................................. 391

4.7.5.3 Saudi Arabia .................................................................................................................. 393

4.7.5.4 South Africa .................................................................................................................. 395

4.8 Snacks ........................................................................................................................................ 397

4.8.1 Europe ............................................................................................................................... 397


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4.8.1.1 Denmark ........................................................................................................................ 400

4.8.1.2 France ............................................................................................................................ 402

4.8.1.3 Germany ........................................................................................................................ 404

4.8.1.4 Italy ................................................................................................................................ 406

4.8.1.5 Poland ............................................................................................................................ 408

4.8.1.6 Russia ............................................................................................................................ 410

4.8.1.7 Spain .............................................................................................................................. 412

4.8.1.8 Sweden .......................................................................................................................... 414

4.8.1.9 UK ................................................................................................................................. 416

4.8.2 North America ................................................................................................................... 418

4.8.2.1 USA ............................................................................................................................... 421

4.8.2.2 Canada ........................................................................................................................... 423

4.8.3 South America ................................................................................................................... 425

4.8.3.1 Brazil ............................................................................................................................. 428

4.8.3.2 Argentina ....................................................................................................................... 430

4.8.3.3 Mexico ........................................................................................................................... 432

4.8.4 Asia .................................................................................................................................... 434

4.8.4.1 China ............................................................................................................................. 437

4.8.4.2 Japan .............................................................................................................................. 439

4.8.4.3 South Korea ................................................................................................................... 441

4.8.4.4 India ............................................................................................................................... 443


4.8.5.1 Egypt ............................................................................................................................. 448

4.8.5.2 Israel .............................................................................................................................. 450

4.8.5.3 Saudi Arabia .................................................................................................................. 452

4.8.5.4 South Africa .................................................................................................................. 454


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4.9 Sugar and Gum Confectionery .................................................................................................. 456

4.9.1 Europe ............................................................................................................................... 456

4.9.1.1 Denmark ........................................................................................................................ 459

4.9.1.2 France ............................................................................................................................ 461

4.9.1.3 Germany ........................................................................................................................ 463

4.9.1.4 Italy ................................................................................................................................ 465

4.9.1.5 Poland ............................................................................................................................ 467

4.9.1.6 Russia ............................................................................................................................ 469

4.9.1.7 Spain .............................................................................................................................. 471

4.9.1.8 Sweden .......................................................................................................................... 473

4.9.1.9 UK ................................................................................................................................. 475

4.9.2 North America ................................................................................................................... 477

4.9.2.1 USA ............................................................................................................................... 480

4.9.2.2 Canada ........................................................................................................................... 482

4.9.3 South America ................................................................................................................... 484

4.9.3.1 Brazil ............................................................................................................................. 487

4.9.3.2 Argentina ....................................................................................................................... 489

4.9.3.3 Mexico ........................................................................................................................... 491

4.9.4 Asia .................................................................................................................................... 493

4.9.4.1 China ............................................................................................................................. 496

4.9.4.2 Japan .............................................................................................................................. 498

4.9.4.3 South Korea ................................................................................................................... 500

4.9.4.4 India ............................................................................................................................... 502


4.9.5.1 Egypt ............................................................................................................................. 507

4.9.5.2 Israel .............................................................................................................................. 509


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4.9.5.3 Saudi Arabia .................................................................................................................. 511

4.9.5.4 South Africa .................................................................................................................. 513

APPENDIX - LIST OF TABLES ............................................................................................................. 515

APPENDIX – LIST OF FIGURES ........................................................................................................... 516


1

1 Introduction

This report provides an analysis of trends in new food product launches. The aim is to provide a better

understanding in which product claims, as well as product-related attributes, have demonstrated a growth

or a decline in markets that are important for the Danish food industry.

The data used in this report come from the Mintel’s Global New Product Database (www.gnpd.com). The

analysis has been carried out across five continents (Europe, North America, South America, Asia, and

Middle East), twenty-two countries, eight product categories (Dairy, Bakery, Chocolate Confectionery,

Fruits and Vegetables, Meals and Meal Centers, Processed Fish Meat and Egg Products, Snacks, Sugar

and Gum Confectionery), and for a period of six years (2006-2011).

This report is organized as follows: First, a description of the data used in this report is provided together

with details on the methodological approach. Second, summary tables are listed presenting the overall

findings in relation to the top claims for 2011, claims that showed an increase and a decrease. Finally, the

third section provides detailed figures obtained for each continent and country respectively.

http://www.gnpd.com/


2

2 Methodology

Records on new product launches were extracted from Mintel’s Global New Products Database

(www.gnpd.com). Mintel records launches of new products across several countries in the world. The

advantage of Mintel is that it categorizes each new record according to a number of predefined product

categories and type of claims. These categories have been used in this report. Table 2-1 provides a list of

those categories that have been used in this report, together with a short description.

Table 2-1 Description of attributes that are used in the analysis from Mintel

Attribute Level of analysis Description Example

Company Continent level (for 2011)

Top companies that launched new products -

Country Continent level / Across all categories

Country in which a product is launched first (only for

continents) -

Launch type Continent level Type of launch of the new product

New Formulation; New Packaging

Claim Continent level / Country level Claims made on the product Organic; Low Fat; Vegetarian

Claim Category Continent level / Country level

A more general categorization of claims

Convenience; Minus; Functional

The period that this report covers is from 2006 until 2011. For this period, all records across a series of

product categories and continents (including specific countries) were extracted. Table 2-3 presents the

continents used in this report and the respective countries that are included in each continent according to

Mintel. Those countries that are in bold are further analyzed in this report in more detail.

http://www.gnpd.com/


3

Table 2-2 Continents and countries on which Mintel registers new product launches

Continent Country*

Europe Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece,

Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, UK, Ukraine

Asia-Pacific Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam

North America Canada, US

South America Argentina, Brazil, Chile, Colombia, Mexico, Venezuela

Middle East and Africa Egypt, Israel, Saudi Arabia, South Africa

* Countries in bold are countries included in this report.

The product categories that are analysed in this report are presented in Table 2-4. The products that are

included in each category are provided in the second column in order to give a better understandin g of

what the definition of each product category.


4

Table 2-3 Categories analyzed and description of products included in each one according to Mintel

Categories Included Products

Bakery

Sweet Biscuits/Cookies, Savory Biscuits/Crackers, Cakes, Pastries & Sweet

Goods, Sweet Biscuits/Cookies, Savory Biscuits/Crackers, Bread & Bread

Products, Baking Ingredients & Mixes

Chocolate Confectionery

Chocolate Tablets, Chocolate Count lines, Individually Wrapped Chocolate

Pieces, Non-Individually Wrapped Chocolate Pieces, Other Chocolate

Confectionery, Seasonal Chocolate

Dairy

Butter, Cream, Creamers, Curd & Quark, Evaporated Milk, Drinking

Yogurts/Liquid Cultured Milk, Flavored Milk, Hard Cheese & Semi-Hard

Cheese, Liquid Dairy Other, Margarine & Other Blends, Processed Cheese,

Shortening & Lard, Soft Cheese & Semi-soft Cheese, Soft Cheese Desserts,

Soy Based Drinks, Soy Yogurts, Spoonable Yogurt, Sweetened Condensed

Milk

Fruit and Vegetables Vegetables, Fruits

Meals and Meal Centers Instant Noodle, Pasta & Rice, Meal Kits, Pastry Dishes, Pizzas, Prepared

Meals, Salads, Sandwiches/Wraps

Processed Fish Meat and Egg

Products

Eggs & Egg Products, Fish Products, Meat Products, Meat Substitutes,

Poultry Products

Snacks

Bean Based Snacks, Cassava & Other Root Based Snacks, Corn Based

Snacks, Fruit Snacks, Hors d’oeuvres/Canapés, Meat Snacks, Nuts, Other

Snacks, Popcorn, Potato Snacks, Rice Snacks, Snack Mixes,

Snack/Cereal/Energy Bars, Vegetable Snacks, Wheat & Other Grain Based

Snacks

Sugar and Gum Confectionery

Boiled Sweets, Gum, Liquorice, Lollipops, Medicated Confectionery,

Marshmallows, Mixed Assortments, Other Sugar Confectionery, Pastilles,

Gums, Jellies and Chews, Standard & Power Mints, Sticks, Liquids & Sprays,

Toffees, Caramels and Nougat


5

3 Summary Tables

Table 3-1 Top claims in 2011, decreasing and increasing claims for dairy products

Continent/Country

Type of claims Categories of Claims Top in 2011 Decreasing Increasing Top in 2011 Decreasing Increasing

Europe Low/no/reduced fat Low/no/reduced fat No additives/Preservatives Natural Minus and plus Natural; Suitable for;

Ethical/environmental

Denmark Low/no/reduced fat

Low/no/reduced fat; Low/no/reduced sugar;

Digestive

Organic, no additives/preservatives;

Ease of use Minus; Natural Minus Natural, positioning;

Ethical and environmental

France Organic Low/no/reduced fat;

Vitamin/mineral fortified.

Eco-friendly package; Organic; No

additives/preservatives Natural Minus Natural; Suitable for;


Germany Organic Low/no/reduced fat; Digestive health

No additives/preservatives, organic, Low/no/reduced

allergen Natural Minus; Functional

Natural; Positioning; Suitable for;


Italy No

additives/preservatives

Low/no/reduced fat; Digestive

No additives/preservatives, organic, Low/no/reduced

allergen Natural Plus; Functional Natural; Positioning;

Convenience

Poland Low/no/reduced fat

Low/no/reduced fat; No

additives/preservatives, digestive

Vitamin /mineral fortified; Convenient packaging;

Low/no/reduced allergen Minus

Minus; Natural; Functional;

Demographic

Plus; Convenient, Positioning

Russia No


Low/no/reduced fat; Digestive.

No additives/preservatives; All natural product, GMO-

free Natural Minus;

Functional; Plus

Natural; Demographic; Ethical &environmental;

Positioning


6

Continent/Country


Spain Low/no/reduced fat

Vitamin/mineral fortified; Added

calcium

Low/no/reduced allergen; Low/no/reduced fat;

Gluten-free Minus

Convenience; Plus;

Demographic

Natural; Suitable for; Functional ;


Sweden Low/no/reduced fat Low/no/reduced fat

Low/no/reduced allergen; Low/no/reduced lactose;

No additives/preservatives; Eco-friendly package

Minus Minus; Demographic

Natural; Suitable for; Ethical and environmental

UK Vegetarian Organic Vegetarian; No

additives/preservatives; Low/no/reduced fat

Suitable for Plus Minus; Natural; Suitable

for; Positioning; Ethical/environmental

North America Kosher Vitamin/mineral fortified; Organic

Kosher; Low/no/reduced allergen; Gluten-free Suitable for Plus Natural; Suitable for;

Minus; Free form

USA Kosher Vitamin/mineral fortified; Organic

Kosher; Low/no/reduced fat; Low/no./reduced

allergen Suitable for Plus Natural; Minus; Suitable

for; Free-form

Canada Kosher Low/no/reduced fat;

Vitamin/mineral fortified

Kosher; Ethical-environmentally friendly

package; Organic Suitable for Plus Minus; Suitable for;

Ethical& environmental,

South America Low/no/reduced allergen Low/no/reduced calorie

Low/no/reduced allergen; Gluten-free;

Vitamin/mineral fortified Suitable for - Suitable for; Minus; Plus;


Brazil Low/no/reduced fat; Gluten free -

Low/no/reduced fat claim; Gluten free; Eco-friendly

package Suitable for Convenience Minus; Suitable for;


Argentina Low/no/reduced allergen; Gluten

free

Low/no/reduced cholesterol; Added

calcium

Low/no/reduced allergen; Gluten; Vitamin/.mineral

fortified Suitable for Positioning Minus; Natural ; Suitable

for

Mexico Vitamin/mineral fortified Added calcium

Vitamin/mineral fortified; Low/no/reduced fat;

Kosher Minus; Plus

Plus; Minus; Natural;

Functional; Suitable for


7

Continent/Country


Asia No


Vitamin/mineral fortified and halal

No additives/preservatives; Vegetarian;

Low/no/reduced allergen Suitable for Plus Minus; Natural; Suitable

for; Functional

China No


Vitamin/mineral fortified and halal

No additives/preservatives; Digestive; Prebiotic Functional Plus Natural; Suitable for;

Functional; Minus

India Vegetarian Eco-friendly package Vegetarian; No additives/preservatives Suitable for Minus and plus. Natural; Suitable for;


Japan Low/no/reduced fat Digestive Low/no/reduced fat;

Limited edition; Economy Positioning Functional Positioning; Minus; Plus

South Korea Low/no/reduced Vitamin/mineral fortified

Low/no/reduced fat; Premium; No

additives/preservatives Minus Plus Minus; Natural;

Positioning; Convenience

Middle East and Africa Halal

Low/no/reduced fat; No


Halal; Kosher and hormone free Suitable for Minus; Natural Suitable for; Convenience

Egypt No


No additives/preservatives;


Low/no/reduced fat; Vegetarian; Premium Natural

Natural; Suitable for;

Positioning; Plus

Israel Kosher Low/no/reduced fat Kosher, organic; No additives./preservatives Suitable for Minus Plus Natural; Suitable for;


Saudi Arabia No


High protein

No additives/preservatives; Low/no/reduced fat;

Vitamin/mineral fortified; Vegetarian

Minus

Natural; Suitable for; Convenience

South Africa Halal

No additives/preservatives; Halal; Organic Suitable for

Natural; Suitable for;

Minus; Plus; Positioning


8

Table 3-2 Top claims in 2011, decreasing and increasing claims for bakery products

Continent/Country


Europe No

additives/Preservatives

Gluten Free; Seasonal No additives/Preservatives; Vegetarian; Organic Natural Plus

Natural, suitable for, Convenience and

ethical/environmental

Denmark Organic Low/no/reduced fat Organic; Economy Natural Minus Natural; Positioning; Convenience

France Organic Low/no/reduced fat Eco-friendly package;

Organic; No additives/preservatives

Natural Plus Natural; Suitable for;

Convenience; Ethical/environmental

Germany Organic - Low/no/reduced allergen; Organic; Wholegrain Natural Plus Natural; Suitable for

Italy Low/no/reduced trans fat Low/no/reduced fat

No additives/preservatives; Low/no/reduced trans-fat; GMO free; Eco-friendly

package

Natural Plus Natural; Convenience;

Minus; Ethical/environmental

Poland No


Children No additives/preservatives Natural Plus; Suitable for Natural; Convenience; Minus

Russia GMO free Microwaveable; Wholegrain.

GMO-free; No additives/preservatives Natural - Natural; Convenience;

Minus

Spain Low/no/reduced allergen Wholegrain. Low/no/reduced allergen;

Gluten free; Organic Natural Plus Convenience; Suitable for; Ethical/environmental

Sweden Wholegrain Low/no/reduced fat Low/no/reduced allergen; Organic Natural Minus; Plus

Natural; Suitable for; Ethical and environmental;

Convenience

UK Vegetarian - Vegetarian; No

additives/preservatives; Eco-friendly package

Suitable for Natural Suitable for; Ethical/environmental


9

Continent/Country


North America Kosher Low/no/reduced trans fat

Kosher; Low/no/reduced allergen; Eco-friendly

package Suitable for Minus Natural; Suitable for,

minus; Convenience

USA Kosher Premium Kosher; Low/no./reduced

allergen; Eco-friendly package

Suitable for Minus Natural; Suitable for; Convenience

Canada Kosher Low/no/reduced trans-

fat; Organic; Low/no/reduced fat

Kosher; Eco-friendly package; No

additives/preservatives Suitable for Minus Suitable for; Convenience;


South America Low/no/reduced trans fat


Low/no/reduced allergen trans-fat; Eco-friendly

package Minus Plus Minus;


Brazil Low/no/reduced trans-fat

Vitamin/mineral fortified-

Low/no/reduced trans-fat; Low/no/reduced allergen;

Gluten free Minus - Minus, suitable for;


Argentina Low/no/reduced trans-fat -

Low/no/reduced trans-fat; Eco-friendly package;

Low/no/reduced cholesterol

Minus Ethical/environmental; Convenience

Minus; Positioning; Suitable for

Mexico Kosher Low/no/reduced

cholesterol; Low/no/reduced sugar

Kosher; Low/no/reduced trans-fat; Eco-friendly

package Minus Plus; Positioning Minus;


Asia Vegetarian Low/no/reduced sugar No additives/preservatives; Vegetarian; Premium Suitable for Plus Natural; Positioning;

Convenience; Suitable for

China Low/no/reduced sugar


calcium; High added fiber

Halal; Children; Low/no/reduced sugar Suitable for Minus; Plus Natural; Suitable for;

Functional; Minus

India Vegetarian - Vegetarian; No additives/preservatives Suitable for Plus. Natural; Suitable for


10

Continent/Country


Japan Limited edition Added calcium Limited edition; Premium; Economy; Children; Eco-

friendly package Positioning Functional Positioning; Minus

South Korea No


Organic; Wholegrain; Vitamin/mineral

fortified

No additives/preservatives; Premium; Children Natural Plus

Minus; Natural, Positioning; Convenience;


Middle East and Africa Kosher -

Halal; Kosher; No additives/preservatives;

Vegetarian Suitable for Demographic

Suitable for; Natural; Minus;


Egypt No


Kosher No additives/preservatives:

Halal; Low/no/reduced trans-fat; Vegetarian

Suitable for Demographic Natural; Suitable for; Positioning; Plus; Minus

Israel Kosher - Kosher Suitable for - Natural; Suitable for; Positioning; Minus;

Convenience

Saudi Arabia No


Premium

No additives/preservatives; Low/no/reduced fat; |Halal; GMO free;

Vegetarian

Natural s

Natural; Suitable for; Minus; Convenience

South Africa Halal - No additives/preservatives;

|Halal; Vegetarian; Kosher; Organic

Suitable for

Natural; Suitable for; Minus; Plus; Positioning;



11

Table 3-3 Top claims in 2011, decreasing and increasing claims for chocolate confectionery products

Continent/Country


Europe Premium

Seasonal; No additives/Preservatives; Organic; Eco-friendly

package

Premium; Children Positioning Positioning; Natural Demographic

Denmark Organic Premium; Children Organic; Ethical-human;

Limited edition; Convenient package

Natural Positioning Natural; Convenience; Ethical/environmental

France Seasonal Premium Seasonal; No

additives/Preservatives; Organic

Positioning Plus Natural; Suitable for;


Germany Seasonal Premium Seasonal; Organic; Limited edition; No

additives/preservatives Positioning Natural Positioning;


Italy Seasonal Premium Seasonal; Children; Ethical-human; Organic Positioning - Natural; Minus;

Convenience

Poland Seasonal Children; Limited edition Seasonal Positioning Positioning Suitable for

Russia Seasonal Premium Seasonal; Children; GMO free Positioning Minus Natural; Positioning;

Demographic

Spain Seasonal Low/no/reduced sugar; Children

Low/no/reduced allergen; Seasonal Organic;

Economy Positioning Plus Positioning; Suitable for;

Sweden Premium - Organic; Ethical-human; Organic Positioning Demographic

Natural; Positioning; Minus; Ethical and

environmental

UK Seasonal Organic Vegetarian; Seasonal; No additives/preservatives Positioning Functional

Suitable for; Natural; Positioning;



12

Continent/Country


North America Kosher Children Kosher; Seasonal Positioning Demographic Suitable for; Natural;

Positioning; Ethical/environmental

USA Kosher Premium Kosher; Seasonal;

Organic; No additives/preservatives

Suitable for Minus Natural; Suitable for;


Canada Seasonal Children; Organic Kosher; Seasonal;

Premium; Ethical-human; No additives/preservatives

Positioning Minus; Demographic

Suitable for; Convenience; Ethical/environmental;

Natural; Positioning

South America Seasonal Children; Premium Low/no/reduced allergen;

Seasonal; Gluten free; kosher

Positioning Demographic Positioning;

Ethical/environmental; Suitable for

Brazil Low/no/reduced allergen; Gluten

free Children - Low/no/reduced allergen;

Gluten free; Seasonal Suitable for Demographic Positioning; Minus;

Suitable for; Ethical/environmental

Argentina Seasonal Premium Low/no/reduced trans-fat; Seasonal; Children Positioning -

Minus; Positioning; Suitable for; Demographic;

Convenience

Mexico Seasonal Low/no/reduced sugar; Children

Seasonal; Kosher; Eco-friendly package; Limited

edition Positioning Minus

Positioning; Convenience; Suitable for;


Asia Seasonal Halal; Children Seasonal; Eco-friendly package; Vegetarian;

Convenient packaging Positioning Minus;

Demographic Positioning; Suitable for;


China Seasonal Children; Antioxidant Seasonal; Economy Positioning Demographic Positioning

India Vegetarian - Vegetarian Suitable for - Suitable for

Japan Limited edition Children Limited edition; Premium; Seasonal Positioning Demographic Positioning


13

Continent/Country


South Korea Vegetarian Children No additives/preservatives; Premium Positioning Minus;

Demographic

Positioning; Suitable for; Ethical/environmental;

Natural

Middle East and Africa Seasonal Organic Halal; Kosher; Seasonal;

Children Suitable for Demographic Positioning; Suitable for; Ethical/environmental;

Natural

Egypt Vegetarian Premium; Low/no/reduced calorie

Vegetarian; Kosher; Seasonal; No

additives/preservatives Suitable for Plus Natural; Suitable for;

Demographic; Minus

Israel Kosher Low/no/reduced fat Kosher; Premium Suitable for Minus Suitable for; Demographic

Saudi Arabia Vegetarian Halal; Premium; Limited edition;

Premium

No additives/preservatives; GMO free; Vegetarian Suitable for

Positioning; Natural;


Suitable for; Demographic

South Africa Seasonal Premium; Minus Halal; Kosher; Seasonal; Eco-friendly package Positioning

Natural; Suitable for; Minus; Convenience

Positioning


14

Table 3-4 Top claims in 2011, decreasing and increasing claims for fruit and vegetables products

Continent/Country


Europe Microwaveable Microwaveable No additives/Preservatives; Vegetarian; Organic; Ease

of use Convenience Demographic

Natural, suitable for, Convenience and

ethical/environmental

Denmark Organic Microwaveable; Low/no/reduced fat

Organic; GMO free; Ease of use Natural

Minus; Convenience;

Plus Natural

France Organic Microwaveable No additives/Preservatives; Ease of use; Organic; Eco-

friendly package Natural Positioning

Natural; Convenience; Ethical/environmental;

Minus; Plus

Germany Organic No

additives/preservatives; Time/speed

Organic; Ease of use; Microwaveable;

Portionability Natural Minus; Plus;

Convenience

Natural; Convenience; Positioning;


Italy Ease of use Microwaveable; No additives/preservatives

Ease of use; Organic; Economy; Convenient

packaging; Eco-friendly package

Convenience Demographic Convenience; Minus; Demographic; Suitable for

Poland Ease of use Children

Ease of use ; No additives/preservatives; Premium; All natural

product

Convenience - Natural; Convenience; Functional; Positioning

Russia No


-

GMO-free; No additives/preservatives; All

natural product; Ease of use; Economy

Natural - Natural; Convenience; Positioning; Suitable for

Spain Ease of use No additives/preservatives

Organic; Ease of use; Microwaveable; Economy Convenience - Plus; Natural; Positioning


Sweden Microwaveable - Organic; Microwaveable; Premium Convenience Plus

Natural; Minus; Positioning; Ethical and

environmental


15

Continent/Country


UK Vegetarian

Microwaveable; Organic;

Low/no/reduced sodium

Vegetarian; No additives/preservatives; Eco-friendly package

Suitable for - Suitable for; Natural; Plus;

Convenience Plus; Functional; Positioning;

North America Kosher Microwaveable; Organic

Kosher; Eco-friendly package; Ease of use

Natural; Convenience Natural

Minus; Suitable for, minus; Convenience;

Positioning; Plus

USA Kosher Organic Ease of use; No

additives/preservatives; All natural product

Natural Demographic Natural; Suitable for;

Convenience; Eco friendly package; Convenience

Canada Kosher Organic

Microwaveable; No additives/preservatives;

Kosher; Low/no/reduced sugar; Economy; All

natural product

Convenience Natural Positioning; Natural; Minus; Suitable for

South America Low/no/reduced allergen; Gluten

free All natural product

Gluten free; Eco-friendly package; Ease of use;

Kosher Suitable for - Natural; Suitable for;

Convenience; Minus; Plus


free - Eco-friendly package; No

additives/preservatives; Suitable for - Suitable for; Convenience; Eco-friendly package

Argentina Eco-friendly package Premium Eco-friendly package Ethical/environ

mental Natural Minus;

Ethical/environmental; Suitable for; Minus

Mexico Kosher All natural product; Economy

Kosher; Eco-friendly package; Organic;

Convenient packaging

Natural; Convenience -

Plus; Ethical/environmental; Natural; Convenience;

Suitable for

Asia No


Low/no/reduced fat No additives/preservatives; Vegetarian; Premium Suitable for Minus; Plus Functional; Positioning;

Convenience; Suitable for


16

Continent/Country


China No


Eco-friendly package No additives/preservatives; Ease of use Natural Ethical/environme

ntal; Functional Natural; Suitable for;

convenience

India Vegetarian Halal Vegetarian; Organic Suitable for Minus Natural; Positioning

Japan Premium Microwaveable Premium; Economy; Ease

of use; Eco-friendly package

Positioning Natural Positioning; Convenience; Ethical/environmental

South Korea Ease of use - No additives/preservatives;

Ease of use; Convenient packaging; Time/speed

Convenience Minus Natural, Convenience; Ethical/environmental

Middle East and Africa Kosher

No additives/preservatives:

Ease of use Halal; Kosher Suitable for - Suitable for;


Egypt Premium No

additives/preservatives: All natural product

Premium; Convenient packaging Convenience Natural Suitable for; Positioning;

Convenience

Israel Kosher Kosher;

Microwaveable; Organic; Gluten free

All natural product Suitable for Suitable for; Minus Convenience

Saudi Arabia GMO free Microwaveable

No additives/preservatives; Economy; GMO free; Premium; All natural

product

Natural - Natural; Pus; Positioning; Convenience; Eco-friendly

package

South Africa Kosher - |Halal; Kosher; Ease of use; Time/speed Suitable for Plus

Natural; Convenience; Positioning;



17

Table 3-5 Top claims in 2011, decreasing and increasing claims for meals and meal centers products

Continent/Country


Europe Microwaveable

Microwaveable; No additives/Preservatives;

Time/speed; Eco-friendly package

Ease of use; Premium; Low/no/reduced calorie Convenience

Natural; Eco-friendly package;

Convenience -

Denmark Ease of use Microwaveable; Low/no/reduced fat

Organic; Ease of use; Time/speed Convenience Minus;

Convenience Natural; Positioning;


France Microwaveable Low/no/reduced calorie

Microwaveable; Time/speed; Eco-friendly

package; No additives/Preservatives;

Ease of use

Convenience Minus Natural; Suitable for;


Germany No


Low/no/reduced fat; Organic; Ease of use

No additives/Preservatives; Microwaveable;

Time/speed Convenience Convenience;

Minus

Natural; Suitable for; Positioning;


Italy Microwaveable No

additives/preservatives; Ease of use

Microwaveable; Time/speed; No

additives/Preservatives; Convenient packaging;

Organic; Low/no/reduced allergen

Convenience Plus; Functional Positioning; Convenience;


Poland Microwaveable Cobranded No additives/preservatives;

Economy; Time/speed; Microwaveable

Convenience Positioning Natural; Convenience; Minus

Russia Microwaveable Microwaveable; Wholegrain

GMO-free; No additives/preservatives;

Microwaveable; Time/speed; Ease of use;

Economy; Convenient packaging

Convenience Demographic Natural; Convenience; Positioning


18

Continent/Country


Spain Microwaveable - Microwaveable; Time/speed Convenience

Plus; Convenience; Demographic

Natural; Positioning; Time/speed; Suitable for;


Sweden Microwaveable Microwaveable Time/speed; Vegetarian;

No additives/preservatives; Eco-friendly package

Convenience Minus; Convenience

Natural; Suitable for; Ethical and environmental

UK Eco-friendly package Ethical-Animal

Microwaveable; No additives/preservatives; Eco-friendly package

Ethical/environmental Demographic

Suitable for; Ethical/environmental; Natural; Positioning;

Convenience

North America Microwaveable Low/no/reduced fat; Microwaveable

Time/speed; Eco-friendly package; No

additives/preservatives Convenience Convenience



USA Microwaveable Low/no/reduced fat; Organic

Low/no./reduced trans-fat; Time/speed; Ease of use;

Convenience; Microwaveable

Convenience Minus Convenience; Ethical/environmental

Canada Microwaveable Low/no/reduced trans-


Low/no./reduced trans-fat; Microwaveable;

Time/speed; Vegetarian Convenience - Ethical/environmental;

Positioning

South America Microwaveable Time/speed Low/no./reduced trans-fat; Microwaveable; Ease of

use; Eco-friendly package Convenience -

Convenience; Ethical/environmental; Positioning; suitable for

Brazil Microwaveable Time/speed; No additives/preservatives

Low/no/reduced fat; Eco-friendly package; Microwaveable

Convenience Natural; Minus Convenience; Ethical/environmental

Argentina Microwaveable No

additives/preservatives; Microwaveable

Low/no/reduced trans-fat; Eco-friendly package;

Low/no/reduced cholesterol

Convenience Convenience;

Minus; Natural; Positioning



19

Continent/Country


Mexico Microwaveable Time/speed; Children

Microwaveable; Ease of use; No

additives/preservatives; convenient packaging; all

natural product

Convenience Plus; Demographic

Convenience; Natural; Eco-friendly package;

Suitable for; Positioning

Asia Time/speed Microwaveable; Halal Vegetarian; Ease of use;

Time/speed; Eco-friendly package

Convenience - Positioning; Convenience;

Minus; Ethical/environmental



calcium; High added fiber

Halal; Children; Low/no/reduced sugar Convenience Natural Suitable for; Convenience

India Vegetarian Eco-friendly package; Microwaveable

Vegetarian; No additives/preservatives; Time/speed; Halal; All natural product; Ease of

use

Suitable for; Convenience

Ethical/environmental; Plus

Natural; Suitable for; Convenience; Minus

Japan Time/speed - Limited edition; Premium;

Economy; Time/speed; Microwaveable

Convenience - Positioning; Convenience; Minus

South Korea Microwaveable Children; Low/no/reduced calorie

No additives/preservatives; Microwaveable;

Time/speed; Low/no/reduced trans-fat

Convenience Minus Natural, Positioning; Convenience; Functional

Middle East and Africa Microwaveable No


Time/speed: Halal; Low/no/reduced fat;

Vegetarian; Ease of use; Vegetarian;

Microwaveable

Convenience - Suitable for; Natural;


Egypt Halal Kosher

No additives/preservatives: Halal; Vegetarian;

Time/speed; Ease of use; Economy

Convenience - Natural; Suitable for;



20

Continent/Country


Israel Kosher No

additives/preservatives; Microwaveable

Kosher; Ease of use; A natural product;

Time/speed; Low/no/reduced allergen

Suitable for Minus; Positioning

Natural; Suitable for; Convenience

Saudi Arabia Microwaveable; Halal

Low/no/reduced fat; Time/speed

Halal; Ease of use; Microwaveable; No


Convenience; Suitable for Minus Natural; Suitable for;

Convenience

South Africa Microwaveable -

Microwaveable; Time/speed; No

additives/preservatives; Low/no/reduced

cholesterol; Low/no/reduced fat

Convenience

Natural; Suitable for; Minus; Convenience;



21

Table 3-6 Top claims in 2011, decreasing and increasing claims for processed fish, meat and egg products

Continent/Country


Europe No


Time/speed; Low/no/reduced fat

No additives/preservatives; Low/no/reduced allergen; Gluten free; Eco-friendly

package

Natural Minus Natural; Convenience; Ethical/environmental;

Suitable for; Positioning

Denmark Low/no/reduced fat

Low/no/reduced fat; Microwaveable;

Convenient packaging; Premium; Seasonal;

Halal

Economy; Organic Minus Positioning; Natural; Minus

Plus; Convenience; Ethical/environmental

France Microwaveable Premium; Economy; Microwaveable

Convenient packaging; Organic; Time/speed; Low/no/reduced fat

Convenience Positioning;

Demographic; Minus

Natural; Convenience; Ethical/environmental

Germany Low/no/reduced allergen Low/no/reduced fat

Premium; No additives/preservatives; Organic; Ease of use;

Low/no/reduced lactose

Natural Plus; Minus; Functional

Positioning; Ethical/environmental; Natural; Convenience;

Suitable for

Italy Low/no/reduced fat; Gluten free Convenient packaging

Low/no/reduced fat; Gluten free;

Low/no/reduced allergen; Microwaveable; Economy

Convenience Plus; Functional

Convenience; Suitable for; Ethical/environmental;

Minus; Positioning; Plus; Demographic

Poland No


Children

No additives/preservatives; Premium; Convenient

packaging; Low/no/reduced fat

Natural -

Convenience; Suitable for; Ethical/environmental;

Natural; Positioning; Plus; Demographic

Russia GMO free -

No additives/preservatives; GMO free; Ease of use; Gluten free; Economy;

Microwaveable

Natural demographic Natural; Positioning;

Convenience; Suitable for; Ethical/environmental


22

Continent/Country


Spain Low/no/reduced allergen; Gluten

free


calcium

Low/no/reduced allergen; Gluten free;

Microwaveable; Time/speed; Ethical-

animal; No additives/preservatives

Convenience Demographic; Minus

Convenience g; Suitable for; Functional;

Positioning

Sweden Low/no/reduced allergen Low/no/reduced fat


Low/no/reduced lactose; Premium; Convenient package; Ease of use

Suitable for Minus Convenience; Suitable for; Positioning; Plus; Ethical

and environmental

UK Eco-friendly package


Low/no/reduced fat

Eco-friendly package; Eco-friendly product; Ease

of use Natural Natural

Convenience; Suitable for; Positioning; Ethical and

environmental

North America Microwaveable

Microwaveable; Premium; Time/speed;

Low/no/reduced fat; All natural product

No additives/preservatives; Convenient package; Ease

of use Convenience -

Suitable for; Natural; Convenience;


USA Microwaveable -

Kosher; No additives/preservatives;

Microwaveable; Time/speed

Convenience Minus Natural; Convenience;


Canada Microwaveable

Microwaveable; Low/no/reduced fat;

Low/no/reduced trans-fat; No

additives/preservatives; Time/speed

Ease of use; Low/no/reduced allergen; Ease of use; Eco-friendly

package

Convenience Minus Suitable for; Convenience;

Ethical/environmental; Positioning

South America Low/no/reduced allergen; Gluten

free -

Low/no/reduced allergen; Gluten free; Ease of use;

Microwaveable; Low/no/reduced fat; No additives/preservatives

Convenience - Positioning;

Ethical/environmental; Suitable for; Convenience


23

Continent/Country



free -

Low/no/reduced allergen; Gluten free; Ease of use;

Ethical-animal; Ethical/environmental

Suitable for Positioning Convenience; Suitable for; Ethical/environmental

Argentina Children Ethical-animal; Gluten free

Children; Low/no/reduced cholesterol; Time/speed; Low/no/reduced allergen

Convenience Minus;

Demographic; Suitable for

Positioning; Ethical/environmental;

Convenience

Mexico Convenient packaging Ethical-animal

Microwaveable; Convenient packaging;

Ease of use; Low/no/reduced fat; No additives/preservatives;

Kosher

Convenience -

Convenience; Minus; Suitable for;

Ethical/environmental; Natural

Asia No


Halal

No additives/preservatives; Premium; Ease of use; Eco-friendly package;

Microwaveable

Convenience Ethical-animal Convenience; Minus; Natural; Suitable for; Ethical/environmental

China Microwaveable High protein; Low/no/reduced fat

Microwaveable; Halal; Ease of use; Time/speed;

No additives/preservatives Convenience Plus; Minus Positioning; Natural;

Suitable for; Demographic

India No


- Vegetarian; Halal; Ease of

use; Microwaveable; Time/speed; Premium

Suitable for Natural;

Ethical/environmental; Plus

Suitable for; Convenience; Minus; Positioning;

Demographic

Japan Microwaveable No additives/preservatives

Premium; Eco-friendly package; Convenient package; Eco friendly

product; Vitamin/mineral fortified

Positioning Natural

Positioning; Convenience; Suitable for;

Ethical/environmental; Demographic

South Korea No


Children

No additives/preservatives; Microwaveable; Ease of

use; Convenient packaging;

Low/no/reduced sodium

Convenience - Convenience; Natural; Positioning; Minus


24

Continent/Country


Middle East and Africa Halal Microwaveable

Halal; No additives/preservatives;

Ease of use; Eco-friendly package; Ethical-animal;

Time/speed

Suitable for Plus Positioning; Suitable for;

Convenience; Natural; Functional

Egypt Halal All natural product Premium; Convenient

packaging; Ease of use; Organic; Hormone free

Suitable for Suitable for Natural; Convenience;

Plus; Minus; Ethical/environmental

Israel Kosher Vegetarian Kosher; Microwaveable;

ease of use; No additives/preservatives

Suitable for Minus; Plus Suitable for; Convenience;

Natural; Positioning; Ethical/environmental

Saudi Arabia Halal No

additives/preservatives; GMO free

Halal; Premium; Microwaveable Suitable for Natural Suitable for; Convenient

packaging

South Africa Halal Microwaveable |Halal; Kosher; No

additives/preservatives; Premium

Suitable for Positioning Natural; Suitable for; Minus; Convenience



25

Table 3-7 Top claims in 2011, decreasing and increasing claims for snacks products

Continent/Country


Europe No


Low/no/reduced fat; Low/no/reduced calorie

No additives/Preservatives; Vegetarian; Organic; Gluten free; Premium

Natural Plus; Minus; Demographic

Natural, suitable for, Convenience;

Ethical/environmental; Functional

Denmark No


Low/no/reduced fat; Low/no/reduced sugar;

No additives/Preservatives

Organic; Vegetarian; Children Natural Minus; Suitable

for; Positioning

Natural; Demographic; Convenience;


France No


Low/no/reduced fat; Premium; Time/speed


additives/preservatives; Vegetarian; Economy;

Low/no/reduced saturated fat

Natural Plus; Demographic

Natural; Suitable for; Convenience; Minus; Ethical/environmental

Germany Organic Low/no/reduced fat

Low/no/reduced sugar; No additives/preservatives;;

Organic; Gluten free; Convenient packaging;

Microwaveable

Natural Plus; Minus; Demographic

Natural; Suitable for; Ethical/environmental; Functional; Positioning

Italy No


Low/no/reduced calorie;

Low/no/reduced fat; High fiber; Organic

No additives/preservatives; Vegetarian; Time/speed; Organic; Low/no/reduced allergen; Microwaveable

convenience Plus; Functional; Minus

Natural; Convenience; Suitable for;

Ethical/environmental; Positioning; Demographic

Poland Low/no/reduced sugar

Children; Low/no/reduced sugar;

Low/no/reduced allergen

No additives/preservatives; All natural product; GMO free; Low/no/reduced fat

Natural Positioning; Minus

Natural; Demographic; Ethical/environmental;

Suitable for

Russia No


Microwaveable; GMO free; Children;

Premium; Ease of use; Event merchandising; Convenient packaging.

Organic; No additives/preservatives;

Wholegrain; Ease of use; Economy; Children;

Microwaveable; Seasonal

No additives/Preser

vatives Time/speed

No additives/Preservatives;

Low/no/reduced allergen; Gluten free; Organic; Premium; High fiber;

Ethical and environmental


26

Continent/Country


Spain Organic Low/no/reduced fat. Low/no/reduced allergen; Gluten free; Organic Natural Plus Convenience; Suitable for;


Sweden Organic Low/no/reduced fat; No additives/Preservatives

Organic; Vegetarian; Premium; Eco-friendly

package Natural Minus; Suitable

for; Demographic

Natural; Plus; Ethical and environmental;

Convenience; Positioning

UK Vegetarian Low/no/reduced fat; Low/no/reduced sugar

Vegetarian; No additives/preservatives; Eco-friendly package; Gluten free; Premium;

Low/no/reduced trans-fat; Low/no/reduced calorie

Suitable for Demographic; Minus

Natural; Suitable for; Ethical/environmental;

Convenience; Positioning; Functional

North America Kosher Low/no/reduced trans -


Kosher; Low/no/reduced allergen; No

additives/Preservatives; All natural product

Suitable for Minus

Natural; Suitable for, minus; Convenience;

Positioning; Functional; Plus;


USA Kosher Gluten free;

Low/no/reduced trans-fat; Organic

Kosher; Low/no/reduced allergen; No

additives/Preservatives; All natural product

Suitable for Minus

Natural; Suitable for; Convenience; Positioning;

Functional; Plus; Ethical/environmental

Canada Kosher Organic; Organic; Low/no/reduced fat

Kosher; Eco-friendly package; No

additives/preservatives; Gluten free

Suitable for Minus; Natural ; Plus

Suitable for; Convenience; Ethical/environmental;

Positioning; Demographic; Natural

South America Low/no/reduced trans fat

Low/no/reduced trans fat

Low/no/reduced allergen; Eco-friendly package ; All

natural product; Low/no/reduced trans-fat;

Gluten free

Minus Plus

Minus; Ethical/environmental; Suitable for; Natural;

Convenience; Positioning


free

Low/no/reduced trans calorie; High/added

fiber

Low/no/reduced allergen; Gluten free; Eco-friendly

package; No additives/preservatives

Suitable for Plus Minus, Suitable for;

Ethical/environmental; Convenience; Natural


27

Continent/Country


Argentina Low/no/reduced trans-fat

Low/no/reduced fat; Wholegrain

Low/no/reduced trans-fat; Low/no/reduced calorie;

Low/no/reduced cholesterol; No

additives/preservatives; High/added fiber

Minus Natural

Minus; Positioning; Suitable for;

Ethical/environmental; Convenience

Mexico Low/no/reduced trans-fat Low/no/reduced fat

Kosher; Low/no/reduced calorie; No

additives/preservatives cholesterol; No

additives/preservatives trans-fat; All natural

product; Microwaveable

Minus Plus; Positioning

Minus; Minus; Convenience; Natural;


Asia Vegetarian Halal

No additives/preservatives; Vegetarian; Premium; All

natural product; Low/no/reduced trans-fat;

Low/no/reduced cholesterol;

Microwaveable

Suitable for Plus

Natural; Positioning; Convenience; Suitable for;

Minus; Demographic; Functional;


China No


All natural product

No additives/preservatives; Low/no/reduced fat;

Vegetarian; Economy; Microwaveable; High

protein

|Natural Positioning; Plus; Demographic

Natural; Minus; Convenience; Suitable for;

Functional; Ethical/environmental

India Vegetarian Low/no/reduced fat

Limited edition; Microwaveable; Seasonal;

Economy; Ethical/environmental

Suitable for Plus. Natural; Positioning;

Suitable for; Functional; Ethical/environmental

Japan Limited edition Added calcium Limited edition; Premium; Economy; Children; Eco-friendly package

Positioning -

Positioning; Ethical/environmental; Minus; Convenience; Natural; Demographic


28

Continent/Country


South Korea No


Premium

No additives/preservatives; Microwaveable; Children;

Convenient packaging; Economy; Organic

Convenience Plus Minus; Natural, Positioning; Convenience

Middle East and Africa Kosher - Halal; Kosher; No

additives/preservatives; Suitable for -

Suitable for; Natural; Positioning; Plus;

Ethical/environmental; Convenience

Egypt No

additives/preservatives; Kosher

All natural product; Low/no/reduced

cholesterol; Low/no/reduced fat

No additives/preservatives: Halal; Low/no/reduced trans-fat; Vegetarian; Low/no/reduced fat

Suitable for Minus; Plus Natural; Suitable for;

Positioning; Convenience; Ethical/environmental

Israel Kosher Low/no/reduced fat

Kosher; All natural product; Low/no/reduced

cholesterol; Low/no/reduced trans-fat;

Gluten free; No additives/preservatives

Suitable for

Ethical/environmental; Minus;

Convenience; Demographic

Convenience; Plus; Ethical/environmental

Saudi Arabia No


Halal; Low/no/reduced fat; Low/no/reduced cholesterol; Kosher; Low/no/reduced fat; Eco-friendly package

No additives/preservatives; GMO free; All natural

product; Ethical/environmental

Natural s Natural;

Positioning; Minus

Plus; Ethical/environmental;

Convenience

South Africa Halal Low/no/reduced fat

No additives/preservatives; |Halal; Kosher; Organic; Gluten free; Vegetarian; Ease of use; On the go;

Low/no/reduced trans-fat

Suitable for

Natural; Suitable for; Minus; Plus; Positioning;

Ethical/environmental; convenience; Functional;

Demographic


29

Table 3-8 Top claims in 2011, decreasing and increasing claims for sugar and gum confectionery products

Continent/Country

Type of claims Categories of Claims

Top in 2011 Decreasing Increasing Top in 2011 Decreasing Increasing

Europe Low/no/reduced sugar

No additives/Preservatives

; Vegetarian; Seasonal; Gluten free;

Breath freshening; Low/no/reduced fat

Low/no/reduced sugar; Children;

Vitamin/mineral fortified Minus

Natural; Positioning; Suitable for; Functional;


Minus; Demographic; Plus; Beauty enhancing

Denmark Low/no/reduced sugar

Low/no/reduced sugar; No


Eco-friendly package; whitening Suitable for Beauty enhancing;

Minus- Natural; Suitable for;

Plus

France Low/no/reduced sugar

Low/no/reduced sugar; Economy


additives/preservatives; Children;

Low/no/reduced saturated fat

Minus Minus; Positioning Natural; Demographic;


Germany Low/no/reduced sugar

Low/no/reduced sugar; Low/no/reduced fat;



Organic; Seasonal Natural

Minus; Demographic;

Suitable for; Plus

Natural; Convenience; Ethical/environmental; Positioning; Functional

Italy Low/no/reduced sugar

Low/no/reduced sugar; Low/no/reduced

calorie; Vitamin/mineral fortified; Breath

freshening


Seasonal Minus Plus; Minus

Positioning; Demographic; Natural;

Beauty enhancing

Poland Low/no/reduced sugar

Children; Low/no/reduced sugar;

Low/no/reduced allergen


Vitamin/mineral fortified; Gluten free; Vegetarian

Minus Minus; Demographic

Natural; Convenience; Suitable for; Plus


30

Continent/Country



Russia Low/no/reduced sugar Female.

GMO-free; No additives/preservatives;

Vitamin/mineral fortified; Children; seasonal ;breath

freshening; Low/no/reduced sugar

Minus Demographic Minus; Natural;

Positioning; Plus; Functional; Suitable for

Spain Low/no/reduced sugar

Children; Low/no/reduced sugar

Low/no/reduced sugar; Limited edition;

Whitening; Ethical/human


Natural; Positioning; Ethical/environmental

Functional; Plus; Suitable for

Sweden Low/no/reduced sugar Children Low/no/reduced allergen;

Organic Minus Ethical and environmental

Natural; Suitable for; Ethical and

environmental; Convenience

UK ; No


Children; Low/no/reduced sugar

Vegetarian; No additives/preservatives;

Gluten free; Eco-friendly package

Natural Minus

Suitable for; Ethical/environmental; Natural; Positioning;

Demographic; Functional

North America Seasonal Children; Low/no/reduced sugar

Kosher; Low/no/reduced fat; Low/no/reduced calorie; All natural

product; No additives/preservatives

Positioning Demographic;

Beauty enhancing; Plus

; Positioning ; Natural; Suitable for, Minus;

Convenience; Ethical/environmental;

Functional

USA Seasonal Children; Low/no/reduced sugar

Kosher; Seasonal; Low/no./reduced

allergen; Gluten free; All natural product;

Low/no./reduced calorie; No



Positioning ; Natural; Suitable for, Minus;

Convenience; Ethical/environmental;

Functional

Canada Seasonal Low/no/reduced sugar; Children; organic

Kosher; Seasonal; No additives/preservatives;

Gluten free; Low/no/reduced fat

Positioning Demographic

Suitable for; Minus; Positioning ; Natural;

Ethical/environmental; Functional


31

Continent/Country



South America Low/no/reduced allergen; Children

Low/no/reduced sugar; Children

Low/no/reduced allergen; Eco-friendly package; Gluten free; Seasonal; Event merchandising

Suitable for Minus; Demographic

Suitable for ; Ethical/environmental;

natural; Positioning


free Children


Low/no/reduced sugar; Eco-friendly package

Suitable for Demographic; Positioning

Minus, suitable for; Ethical/environmental;

natural

Argentina Children

Low/no/reduced sugar; Seasonal;


Children; Gluten f5ree; Event merchandising; Kosher; Limited edition

Demographic Minus; Plus Demographic; Suitable for; Functional; Natural

Mexico Vegetarian Children/ Low/no/reduced sugar

Event merchandising; Low/no/reduced trans-fat;

Eco-friendly package; Seasonal

Demographic Demographic; Minus

Positioning; Convenience; Suitable

for; Positioning

Asia Vegetarian Children;


No additives/preservatives; Vegetarian; Seasonal;

Low/no/reduced; Breath freshening

Minus Plus;

Demographic; Positioning

Functional; Convenience; Ethical/environmental;

Suitable for;


Children/ Vitamin/mineral

fortified; Low/no/reduced

calorie

Halal; Seasonal; Low/no/reduced sugar; Breath freshening; No additives/preservatives

Demographic

Minus; Demographic;

Functional; Convenience;


Natural; Suitable for; |Positioning

India Vegetarian Low/no/reduced sugar; Children

Vegetarian; No additives/preservatives Suitable for Plus Natural; Suitable for

Japan Low/no/reduced sugar

Children/ Vitamin/mineral

fortified; Low/no/reduced

calorie

Low/no/reduced sugar; Limited edition; Breath freshening; Seasonal; Event merchandising

Minus Demographic; Plus Positioning; Minus;

Natural; Convenience; Ethical/environmental


32

Continent/Country



South Korea Low/no/reduced sugar

Children/ Added calcium;

Low/no/reduced calorie;

Low/no/reduced sugar


Breath freshening; Convenient packaging; Eco-friendly package

Minus

Plus; Demographic;

Minus; Ethical/environmen

tal

Natural, Positioning; Functional

Middle East and Africa Halal Low/no/reduced sugar;

Children

Halal; Kosher; No additives/preservatives;

Vegetarian Suitable for

Minus; Ethical/environmen

tal; Plus

Suitable for; Natural; Positioning;


Egypt Halal Low/no/reduced sugar; Children; All natural

product

No additives/preservatives:

Halal; Gluten free; GMO free

Suitable for

Positioning; Plus; Minus; Beauty

enhancing; Demographic

Natural; Suitable for; Functional

Israel Low/no/reduced sugar Low/no/reduced sugar

Kosher; Organic; Gluten free; No

additives/preservatives Minus Demographic

Natural; Functional; Minus; Beauty

enhancing; Ethical/environmental

Saudi Arabia Low/no/reduced sugar

Low/no/reduced sugar; Children


Halal; GMO free; Ethical/environmental

Suitable for Minus Natural; Suitable for;

South Africa Halal Low/no/reduced sugar;

Children; Low/no/reduced fat

No additives/preservatives; Halal; seasonal; Kosher;

Low/no/reduced allergen; Eco-friendly package

Suitable for Plus; Minus;

Demographic; Functional




33

4 Results

4.1 Launches of products across all sectors

4.1.1 Europe

Figure 4.1-1 depicts the number of launches in Europe across each product category per year. The number

of products launched increased for bakery, chocolate confectionary and snacks, whereas it remained stable

for the remaining product categories.

Figure 4.1-1 Launches of products across all sectors in Europe each year

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

2006 2007 2008 2009 2010 2011

Num

ber

of L

aunc

hes

Bakery


Dairy

Fruit & Vegetables

Meals & Meal Centers

Processed Fish, Meat & EggProductsSnacks

Sugar & Gum Confectionery


34

Figure 4.1-2 depicts the companies with the greatest number of launches across all categories analyzed for

2011. Products launched from retailers (i.e. private labels) dominate in some product categories and

overcome commercial firms, such as Aldi, Tesco and Lidl in the dairy, bakery, and processed fish, meat

and eggs categories.

Figure 4.1-2 Top companies that launched new products of all categories in Europe in 2011

0

50

100

150

200

250

Num

ber

of L

aunc

hes

Bakery


Dairy

Fruit & Vegetables


Processed Fish, Meat &Egg ProductsSnacks

Sugar & GumConfectionery


35

4.1.2 Asia

Figure 4.1-3 depicts the number of launches in Asia across each product category per year. The number of

products launched increased for bakery, snacks and sugar and gum confectionery, whereas it remained

stable for the remaining product categories.

Figure 4.1-3 Launches of products across all sectors in Asia each year

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

2006 2007 2008 2009 2010 2011

Num

ber

of L

aunc

hes

Bakery

Snacks

Dairy




Processed Fish, Meat & EggProductsFruit & Vegetables


36


2011. Nissin Food dominates in meals and meal centers, and Lotte and Mejli in sugar and gum

confectionery.

Figure 4.1-4 Top companies that launched new products of all categories in Asia in 2011

0

20

40

60

80

100

120

140

160

180

200

Num

ber

of L

aunc

hes

Snacks

Bakery


Dairy


Processed Fish, Meat & EggProductsChocolate Confectionery

Fruit & Vegetables


37

4.1.3 Middle East and Africa

Figure 4.1-5 depicts the number of launches in Middle East and Africa across each product category per

year. The number of products launched increased in almost all product categories.

Figure 4.1-5 Launches of products across all sectors in Middle East and Africa each year

0

100

200

300

400

500

600

700

800

900

1,000

2006 2007 2008 2009 2010 2011

Num

ber

of L

aunc

hes

Bakery

Dairy

Snacks


Processed Fish, Meat & EggProductsSugar & Gum Confectionery

Fruit & Vegetables



38


2011. Woolworths dominates in the most product categories.

Figure 4.1-6 Top companies that launched new products of all categories in Middle East and Africa in 2011

0

10

20

30

40

50

60

70

80

Num

ber

of L

aunc

hes

Bakery

Dairy

Snacks



Processed Fish, Meat & EggProductsMeals & Meal Centers

Fruit & Vegetables


39

4.1.4 North America


of products launched remained stable for all product categories.

Figure 4.1-7 Launches of products across all sectors in North America each year

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

2006 2007 2008 2009 2010 2011

Num

ber

of L

aunc

hes

Bakery

Snacks



Processed Fish, Meat & EggProductsDairy


Fruit & Vegetables


40


2011. Kraft Foods is leading the launches in dairy products, whereas Nestle and ConAgra in the meals and

meal centers.

Figure 4.1-8 Top companies that launched new products of all categories in North America in 2011

0

10

20

30

40

50

60

70

80

90

100

Num

ber

of L

aunc

hes

Bakery

Snacks


Processed Fish, Meat & EggProductsDairy



Fruit & Vegetables


41

4.1.5 South America


of products launched increased for bakery and chocolate confectionary, whereas it remained stable for the

remaining product categories.

Figure 4.1-9 Launches of products across all sectors in South America each year

0

500

1,000

1,500

2,000

2,500

3,000

3,500

2006 2007 2008 2009 2010 2011

Num

ber

of L

aunc

hes

Bakery

Dairy

Snacks



Fruit & Vegetables



42

Figure 4.1-10 depicts the companies with the greatest number of launches across all categories analyzed

for 2011. Bimbo dominates in bakery, Danone and Nestle in dairy and PepsiCo in snacks.

Figure 4.1-10 Top companies that launched new products of all categories in South America in 2011

0

20

40

60

80

100

120

140

160

180

Num

ber

of L

aunc

hes

Bakery

Dairy

Snacks



Fruit & Vegetables



43

4.2 Dairy Products

4.2.1 Europe

Figure 4.2-1 depicts the distribution of launches across type of launch. Most launches are new products,

followed by new packaging and new formulation. Launch types that showed an increasing trend were new

products and new packaging formats.

Figure 4.2-1 Trends in launches of dairy products in Europe across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Packaging

New Formulation


44

Figure 4.2-2 depicts the distribution of launches across type of claim made on the product. Most launches

use a low/no/reduced fat claim, followed by no additives/preservatives. Types of claims with an increasing

trend were the following: no additives/preservatives, organic, low/no/reduced allergen, vegetarian, eco-

friendly package, and convenient packaging. Types of claims that showed a decline were low/no/reduced

fat and digestive health.

Figure 4.2-2 Trends in launches of dairy products in Europe across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat

No Additives/Preservatives

Organic

Low/No/Reduced Allergen

Low/No/Reduced Lactose

Vegetarian

Vitamin/Mineral Fortified

Digestive (Functional)

Ethical - EnvironmentallyFriendly PackageConvenient Packaging


45

Figure 4.2-3 depicts the distribution of launches across type of claim category. Most launches belong to

the natural, followed by the minus and suitable for category of claims. Category of claims that showed an

increase were natural, suitable for, and ethical/environmental. Category of claims that showed a decline

were minus and plus.

Figure 4.2-3 Trends in launches of dairy products in Europe across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Natural

Suitable for

Functional

Positioning

Plus

Convenience

Ethical & environmental

Demographic


46

4.2.1.1 Denmark


have a low/no/reduced fat claim, followed by organic. Types of claims that showed an increasing trend

were organic, no additives/preservatives, ease of use. Types of claims that showed a decline were

low/no/reduced fat, low/no/reduced sugar and digestive.

Figure 4.2-4 Trends in launches of dairy products in Denmark across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat

Organic

Low/No/Reduced Sugar



Economy

Children (5-12)


Convenient Packaging

Ease of Use


47


the natural, followed by the minus category of claims. Category of claims that showed an increasing trend

were natural, positioning, and ethical and environmental. Category of claims that showed a decline was

minus.

Figure 4.2-5 Trends in launches of dairy products in Denmark across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Natural

Convenience

Positioning


Demographic

Functional

Plus

Suitable for


48

4.2.1.2 France


have a low/no/reduced fat claim, followed by ethical and environmentally friendly package, and organic.

Types of claims that showed an increasing trend were ethical and environmentally friendly package,

organic, no additives/preservatives and no/low/reduced allergen. Types of claims that showed a decline

were low/no/reduced fat and vitamin/mineral fortified.

Figure 4.2-6 Trends in launches of dairy products in France across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat

Organic



Ethical - EnvironmentallyFriendly PackageLow/No/Reduced Sugar

Children (5-12)





49


the natural, followed by the minus, and ethical and environmental. Category of claims that showed an

increasing trend were natural, suitable for, and ethical/environmental. Category of claims that showed a

decline were minus.

Figure 4.2-7 Trends in launches of dairy products in France across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Natural

Functional

Plus

Positioning


Convenience

Suitable for

Demographic

Beauty enhancing


50

4.2.1.3 Germany


use a low/no/reduced fat claim, followed by organic and no additives/preservatives. Types of claims that

showed an increasing trend were no additives/preservatives, organic, low/no/reduced allergen, low/no/

reduced lactose, convenient packaging. Types of claims that showed a decline were low/no/reduced fat

and digestive health.

Figure 4.2-8 Trends in launches of dairy products in Germany across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat

Organic




Seasonal


Premium




51


the natural, followed by the minus and positioning for category of claims. Category of claims that showed

an increasing trend were natural, positioning, suitable for, and ethical/environmental. Category of claims

that showed a decline were minus and functional

Figure 4.2-9 Trends in launches of dairy products in Germany across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Positioning

Suitable for

Convenience

Functional

Plus


Demographic


52

4.2.1.4 Italy


have claims for additives/preservatives and low/no/reduced fat. Types of claims that showed an increase

were no additives/preservatives, organic, low/no/reduced allergen, low/no/reduced lactose and economy.

Types of claims that showed a decline were low/no/reduced fat and digestive.

Figure 4.2-10 Trends in launches of dairy products in Italy across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Low/No/Reduced Fat


Organic




Low/No/Reduced Cholesterol


Economy


53


the natural, followed by the minus and functional category of claims. Category of claims that showed an

increasing trend were natural, positioning, convenience and ethical/environmental. Category of claims that

showed a decline were plus and functional.

Figure 4.2-11 Trends in launches of dairy products in Italy across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Functional

Plus

Suitable for

Positioning

Convenience


Demographic


54

4.2.1.5 Poland


use a low/no/reduced fat claim, followed by no additives/preservatives. Types of claims that showed an

increasing trend were vitamin /mineral fortified, convenient packaging and low/no/reduced allergen.

Types of claims that showed a decline were low/no/reduced fat, no additives/preservatives, digestive,

children, organic, and low/no/reduced lactose.

Figure 4.2-12 Trends in launches of dairy products in Poland across type of claims

0

2

4

6

8

10

12

14

16

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat





Children (5-12)

Organic



Added Calcium


55


the natural, followed by the minus and natural for category of claims. Category of claims that showed an

increasing trend were plus, convenient, positioning, suitable for, and ethical and environmental. Category

of claims that showed a decline were minus, natural, functional and demographic.

Figure 4.2-13 Trends in launches of dairy products in Poland across type of claim category

0

2

4

6

8

10

12

14

16

18

20

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Natural

Functional

Plus

Convenience

Positioning

Suitable for

Demographic



56

4.2.1.6 Russia


have a low/no/reduced fat claim, followed by no additives/preservatives. Types of claims that showed an

increasing trend were no additives/preservatives, all natural product, GMO-free, children and ethical

environmentally friendly package. Types of claims that showed a decline were low/no/reduced fat and

digestive.

Figure 4.2-14 Trends in launches of dairy products in Russia across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat




Children (5-12)

All Natural Product

GMO-Free

Added Calcium

Ethical - EnvironmentallyFriendly PackageImmune System (Functional)


57


the minus, followed by the natural and functional for category of claims. Category of claims that showed

an increasing trend were natural, demographic, ethical &environmental and positioning. Category of

claims that showed a decline were minus, functional and plus.

Figure 4.2-15 Trends in launches of dairy products in Russia across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Natural

Functional

Plus

Demographic

Positioning

Convenience

Suitable for



58

4.2.1.7 Spain


use a low/no/reduced fat claim, followed by low/no/reduced allergen. Types of claims that showed an

increasing trend were low/no/reduced allergen, low/no/reduced fat, gluten-free, ethical environmentally

friendly package, no additives/preservatives. Types of claims that showed a decline was vitamin/mineral

fortified and added calcium.

Figure 4.2-16 Trends in launches of dairy products in Spain across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat



Gluten-Free

Ethical - EnvironmentallyFriendly PackageNo Additives/Preservatives


Organic

Added Calcium



59


the minus, followed by the natural and suitable for category of claims. Category of claims that showed an

increasing trend were natural, suitable for, functional and ethical/environmental. Category of claims that

showed a decline were convenience, plus and demographic.

Figure 4.2-17 Trends in launches of dairy products in Spain across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Suitable for

Natural

Plus

Functional


Convenience

Positioning

Demographic


60

4.2.1.8 Sweden


use a low/no/reduced fat claim, followed by low/no/reduced lactose and low/no/reduced allergen. Types of

claims that showed an increasing trend were low/no/reduced allergen, low/no/reduced lactose, no

additives/preservatives and ethical environmentally friendly package. Types of claims that showed a

decline was low/no/reduced fat.

Figure 4.2-18 Trends in launches of dairy products in Sweden across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat



Organic

Ethical - EnvironmentallyFriendly ProductVitamin/Mineral Fortified



Ethical - Animal

Children (5-12)


61


the minus, followed by the suitable for and natural category of claims. Category of claims that showed an

increasing trend were natural, suitable for, and ethical and environmental. Category of claims that showed

a decline were minus and demographic.

Figure 4.2-19 Trends in launches of dairy products in Sweden across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Suitable for

Natural

Plus

Functional


Positioning

Convenience

Demographic


62

4.2.1.9 UK


use vegetarian claim, followed a low/no/reduced fat. Types of claims that showed an increasing trend were

vegetarian, no additives/preservatives, low/no/reduced fat and ethical/environmentally friendly package.

Types of claims that showed a decline was organic.

Figure 4.2-20 Trends in launches of dairy products in UK across type of claims

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian

Low/No/Reduced Fat


Ethical - EnvironmentallyFriendly PackageLow/No/Reduced Allergen

Organic

Gluten-Free


Premium

Children (5-12)


63


the suitable for, followed by the minus and natural category of claims. Category of claims that showed an

increasing trend were minus, natural, suitable for, positioning and ethical/environmental. Category of

claims that showed a decline was plus.

Figure 4.2-21 Trends in launches of dairy products in UK across type of claim category

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Natural


Positioning

Functional

Convenience

Plus


64

4.2.2 North America


followed by new variety/extension and new packaging. Launch types that showed an increasing trend

were new products and new packaging formats.

Figure 4.2-22 Trends in launches of dairy products in North America across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Variety/RangeExtensionNew Packaging

New Formulation

Relaunch


65


use a kosher claim followed by low/no/reduced fat claim. Types of claims that showed an increasing trend

were Kosher, low/no/reduced allergen, gluten-free and hormone-free. Types of claims that showed a

decline were vitamin/mineral fortified and organic.

Figure 4.2-23 Trends in launches of dairy products in North America across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher

Low/No/Reduced Fat



All Natural Product

Organic

Gluten-Free

Hormone Free




66


the suitable for followed by the minus and natural category of claims. Category of claims that showed an

increasing trend were natural, suitable for, minus, free form and ethical/environmental. Category of claims

that showed a decline was plus.

Figure 4.2-24 Trends in launches of dairy products in North America across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Natural

Plus

Positioning

Functional

Convenience

Free from


Demographic


67

4.2.2.1 USA


use a kosher claim, followed by low/no/reduced fat claim. Types of claims that showed an increasing

trend were Kosher, low/no/reduced fat, low/no./reduced allergen, low/no/reduced lactose, gluten-free and

hormone–free. Types of claims that showed a decline were vitamin, mineral, fortified and organic.

Figure 4.2-25 Trends in launches of dairy products in USA across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher

Low/No/Reduced Fat



All Natural Product

Organic

Gluten-Free

Hormone Free




68



increasing trend were natural, minus, suitable for, free-form, positioning, convenience and functional.

Category of claims that showed a decline was plus.

Figure 4.2-26 Trends in launches of dairy products in USA across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Natural

Plus

Positioning

Free from

Convenience

Functional


Demographic


69

4.2.2.2 Canada


use a low/no/reduced fat claim, followed by Kosher. Types of claims that showed an increasing trend were

Kosher, ethical-environmentally friendly package and organic. Types of claims that showed a decline

were low/no/reduced fat and vitamin/mineral fortified.

Figure 4.2-27 Trends in launches of dairy products in Canada across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat

Kosher


Ethical - EnvironmentallyFriendly PackageOrganic







70


the minus, followed by suitable for category of claims. Category of claims that showed an increasing trend

were minus, suitable for, ethical& environmental, convenience and natural. Category of claims that

showed a decline was plus.

Figure 4.2-28 Trends in launches of dairy products in Canada across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Suitable for

Natural

Plus


Functional

Positioning

Convenience

Demographic

Free from


71

4.2.3 South America


followed by new variety/new extension and new packaging. Launch types that showed an increasing trend

was new packaging format.

Figure 4.2-29 Trends in launches of dairy products in South America across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


72


use a low/no/reduced allergen claim, followed by Gluten-free. Types of claims that showed an increasing

trend were low/no/reduced allergen claim, gluten-free, vitamin/mineral fortified.

Figure 4.2-30 Trends in launches of dairy products in South America across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free

Low/No/Reduced Fat




Ethical - EnvironmentallyFriendly PackageLow/No/Reduced Calorie

Children (5-12)



73


the suitable for, followed by the minus and plus category of claims. Category of claims that showed an

increasing trend were suitable for, minus, plus and ethical/environmental.

Figure 4.2-31 Trends in launches of dairy products in South America across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Plus


Functional

Positioning

Natural

Convenience

Demographic

Free from


74

4.2.3.1 Brazil


use a low/no/reduced fat claim and gluten free. Types of claims that showed an increasing trend were

low/no/reduced fat claim, gluten free and eco-friendly package.

Figure 4.2-32 Trends in launches of dairy products in Brazil across type of claims

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free

Low/No/Reduced Fat

Ethical - EnvironmentallyFriendly PackageLow/No/Reduced Lactose



Low/No/Reduced Calorie

Children (5-12)



75


the suitable for, followed by the minus, and ethical and environmental claim. Category of claims that

showed an increasing trend were minus, suitable for, and ethical/environmental. Category of claims that

showed a decline was convenience.

Figure 4.2-33 Trends in launches of dairy products in Brazil across type of claim category

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus


Plus

Natural

Positioning

Demographic

Convenience

Functional

Free from


76

4.2.3.2 Argentina


use a low/no/reduced allergen claim, followed gluten free. Types of claims that showed an increasing

trend were allergen claim, gluten free vitamin/.mineral fortified, low/no/reduced fat and eco-friendly

package.

Figure 4.2-34 Trends in launches of dairy products in Argentina across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free


Low/No/Reduced Fat


Added Calcium

Children (5-12)


Ethical - EnvironmentallyFriendly PackageDigestive (Functional)


77



increasing trend were minus, natural, suitable for, and ethical/environmental.

Figure 4.2-35 Trends in launches of dairy products in Argentina across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Plus

Positioning

Functional

Demographic


Natural

Convenience


78

4.2.3.3 Mexico


use vitamin/mineral fortified followed by low/no/reduced fat and kosher claim. Types of claims that

showed an increasing trend were vitamin/mineral fortified low/no/reduced fat, Kosher and low/no/reduced

allergen. None from the top type of claims showed any decline.

Figure 4.2-36 Trends in launches of dairy products in Mexico across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Low/No/Reduced Fat

Kosher




Children (5-12)


Added Calcium



79


the minus, followed by the plus and suitable for category of claims. Category of claims that showed

increasing trends were plus, minus, natural, functional, demographic and suitable for claim. There were no

claims that showed a decline.

Figure 4.2-37 Trends in launches of dairy products in Mexico across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Plus

Minus

Suitable for

Functional

Natural

Positioning

Convenience

Demographic


Free from


80

4.2.4 Asia


followed by new packaging. Launch types that showed an increasing trend were new products and new

packaging and new formulation formats.

Figure 4.2-38 Trends in launches of dairy products in Asia across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Packaging

New Formulation


81


use a low/no/reduced fat claim, followed by no additives/preservatives. Types of claims that showed an

increasing trend were no additives/preservatives, vegetarian, low/no/reduced allergen and low/no/reduced

cholesterol. Types of claims that showed a decline were vitamin/mineral fortified and halal.

Figure 4.2-39 Trends in launches of dairy products in Asia across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat


Halal


Added Calcium

Vegetarian






82



increasing trend were minus, natural, suitable for, functional, demographic and ethical/environmental.


Figure 4.2-40 Trends in launches of dairy products in Asia across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Natural

Plus

Functional

Positioning

Demographic

Convenience



83

4.2.4.1 China


use no additives/preservatives. Types of claims that showed an increasing trend was no

additives/preservatives Types of claims that showed a decline was vitamin/mineral fortified.

Figure 4.2-41 Trends in launches of dairy products in China across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s




Halal

Added Calcium


Children (5-12)

Low/No/Reduced Fat

Prebiotic

Other (Functional)


84


the natural, followed by the functional and minus claims. Category of claims that showed an increasing

trend were natural, suitable for, functional, minus. Category of claims that showed a decline was plus.

Figure 4.2-42 Trends in launches of dairy products in China across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Plus

Functional

Minus

Suitable for

Demographic


Convenience

Positioning


85

4.2.4.2 Japan


use a low/no/reduced fat claim. Types of claims that showed an increasing trend were no low/no/reduced

fat, limited edition, economy. Low/no/reduced calorie, vitamin/mineral fortified. Launch types that

showed a decline was digestive.

Figure 4.2-43 Trends in launches of dairy products in Japan across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat

Limited Edition




Premium


Economy

Added Calcium

Seasonal


86


the positioning, followed by the minus category of claims. Category of claims that showed an increasing

trend were positioning, minus, followed by no significant trends.

Figure 4.2-44 Trends in launches of dairy products in Japan across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Positioning

Minus

Functional

Plus

Demographic

Convenience



87

4.2.4.3 South Korea


use a low/no/reduced fat claim. Types of claims that showed an increasing trend were no low/no/reduced

fat, premium, no additives/preservatives and children Types of claims that showed a decline was

vitamin/mineral fortified.

Figure 4.2-45 Trends in launches of dairy products in South Korea across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat

Premium




Children (5-12)

Added Calcium

High/Added Fiber

Organic



88


the minus category of claims. Category of claims that showed an increasing trend were minus, natural,

positioning and convenience. Category of claims that showed a decline was plus.

Figure 4.2-46 Trends in launches of dairy products in South Korea across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Plus

Natural

Positioning

Functional

Demographic

Convenience


89

4.2.4.4 India


use the vegetarian type of claim. Types of claims that showed an increasing trend were vegetarian, no

additives/preservatives. The rest types of claims don’t show any significant trend.

Figure 4.2-47 Trends in launches of dairy products in India across type of claims

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian


Low/No/Reduced Fat




Halal

Premium

Ethical - EnvironmentallyFriendly PackageLow/No/Reduced Lactose


90


the suitable for category of claims. Category of claims that showed an increasing trend were natural,

suitable for, and ethical/environmental. Category of claims that showed a decline were minus and plus.

Figure 4.2-48 Trends in launches of dairy products in India across type of claim category

0

10

20

30

40

50

60

70

80

90

100

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Plus

Convenience

Functional

Positioning


Demographic


91



followed by new variety/range extension and new packaging. Launch types that showed an increasing

trend were new products and new packaging formats.

Figure 4.2-49 Trends in launches of dairy products in Middle East and Africa across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


92


use a low/no/reduced fat claim. Types of claims that showed an increasing trend were halal; Kosher and

hormone free Types of claims that showed a decline were low/no/reduced fat and no

additives/preservatives.

Figure 4.2-50 Trends in launches of dairy products in Middle East and Africa across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat

Halal


Kosher

Vegetarian


Hormone Free


Ethical - EnvironmentallyFriendly PackageChildren (5-12)


93



increasing trend were suitable for, and convenience. Category of claims that showed a decline were minus

and natural.

Figure 4.2-51 Trends in launches of dairy products in Middle East and Africa across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Natural

Plus

Functional

Convenience

Free from

Positioning


Demographic


94

4.2.5.1 Egypt


use no additives/preservatives. There is no clear trend on type of claims.

Figure 4.2-52 Trends in launches of dairy products in Egypt across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Low/No/Reduced Fat

Premium

All Natural Product



Vegetarian

Children (5-12)

Low/No/Reduced Sodium



95


the natural, followed by the minus. Category of claims that showed an increasing trend were natural,

suitable for, positioning, plus and ethical/environmental.

Figure 4.2-53 Trends in launches of dairy products in Egypt across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Positioning

Suitable for

Plus

Convenience

Functional

Demographic



96

4.2.5.2 Israel


use kosher claim. Types of claims that showed an increasing trend were Kosher, organic, and no

additives/preservatives. Types of claims that showed a decline was low/no/reduced fat.

Figure 4.2-54 Trends in launches of dairy products in Israel across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Low/No/Reduced Fat

Kosher

Organic







Children (5-12)


97


the minus for the first half period and to suitable for the second half. Category of claims that showed an

increasing trend were natural, suitable for, and ethical/environmental. Category of claims that showed a

decline were minus and plus.

Figure 4.2-55 Trends in launches of dairy products in Israel across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Suitable for

Natural

Plus

Functional

Demographic

Convenience


Positioning


98

4.2.5.3 Saudi Arabia


use a no additives/preservatives, followed by low/no/reduced fat. Types of claims that showed an

increasing trend were no additives/preservatives, low/no/reduced fat, vitamin/mineral fortified, vegetarian.

Types of claims that showed a decline was high protein.

Figure 4.2-56 Trends in launches of dairy products in Saudi Arabia across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Low/No/Reduced Fat


Added Calcium

Vegetarian

Children (5-12)

All Natural Product

Halal

GMO-Free

High Protein


99



were natural, suitable for and convenience and the rest of the top-10 type of claims.

Figure 4.2-57 Trends in launches of dairy products in Saudi Arabia across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Plus

Suitable for

Functional

Convenience

Demographic


100

4.2.5.4 South Africa


use halal. Types of claims that showed an increasing trend were no additives/preservatives, halal, organic,

low/no/reduced trans-fat, Kosher and the rest of the top-10 type of claims.

Figure 4.2-58 Trends in launches of dairy products in South Africa across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Halal

Kosher


Low/No/Reduced Transfat

Low/No/Reduced Fat

Vegetarian


Gluten-Free

On-the-Go

Ease of Use


101


suitable for category of claims. Category of claims that showed an increasing trend were natural, suitable

for, minus, plus, positioning and ethical/environmental

Figure 4.2-59 Trends in launches of dairy products in South Africa across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Natural

Convenience

Plus

Positioning


Functional

Demographic

Beauty enhancing


102

4.3 Bakery

4.3.1 Europe


whereas the percentage of launches of new packaging or new formulation is very low. Launch type that

showed an increasing trend is new products, with slight decrease in 2011.

Figure 4.3-1 Trends in launches of bakery products in Europe across launch types

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Formulation

New Packaging


103


use a no additives/preservatives claim, followed by vegetarian. All of the claims showed an increasing

trend except gluten-free and seasonal claims, whose level of usage vary from year to year.

Figure 4.3-2 Trends in launches of bakery products in Europe across type of claims

0

2

4

6

8

10

12

14

16

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Vegetarian

Organic


Wholegrain

Ethical - EnvironmentallyFriendly PackageGluten-Free


Seasonal

High/Added Fiber


104


the natural category, followed by suitable for, minus and positioning category claim. Categories of claims

that showed an increasing trend were natural, suitable for, convenience and ethical & environmental,

whereas plus category showed decline.

Figure 4.3-3 Trends in launches of bakery products in Europe across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Suitable for

Minus

Positioning

Convenience


Plus

Demographic

Functional


105

4.3.1.1 Denmark


use an organic claim, followed by wholegrain. There is high variation from year to year, but there are still

trends to be noted. Type of claims that showed an increasing trend were organic and economy – with

slight decrease in trend in 2011- and wholegrain. Type of claims that showed a decline is low/no/reduced

fat.

Figure 4.3-4 Trends in launches of bakery products in Denmark across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Organic

Wholegrain

High/Added Fiber

Low/No/Reduced Fat


Ease of Use

Economy

Children (5-12)

Microwaveable

Seasonal


106


the natural category of claims, which also showed a significant increasing trend. Other categories of

claims that showed an increasing trend were positioning and convenience, whereas minus category

showed decline.

Figure 4.3-5 Trends in launches of bakery products in Denmark across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Minus

Positioning

Plus

Suitable for

Demographic


Functional


107

4.3.1.2 France


use a no additives/preservatives claim, followed by organic and eco-friendly package, all of which show

the most significant increasing trend. Other type of claims that showed an increasing trend were

low/no/reduced allergen and low/no/reduced trans-fat. Type of claims that showed a decline is

low/no/reduced fat.

Figure 4.3-6 Trends in launches of bakery products in France across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Organic


Ease of Use

High/Added Fiber

Wholegrain



Low/No/Reduced Fat


108


the natural category of claims, which also showed a significant increasing trend. Other categories of

claims that showed an increasing trend were convenience, ethical & environmental and suitable for,

whereas plus category showed decline.

Figure 4.3-7 Trends in launches of bakery products in France across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Minus

Positioning


Suitable for

Plus

Demographic

Functional


109

4.3.1.3 Germany


use organic and no additives/preservatives claim. Type of claims that showed an increasing trend were

organic, low/no/reduced allergen, wholegrain and gluten free. There was no type of claims that showed

real decline in trend.

Figure 4.3-8 Trends in launches of bakery products in Germany across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Organic


Seasonal


Wholegrain

Gluten-Free

Ease of Use

Premium

Children (5-12)

Microwaveable


110


the natural category of claims. Categories of claims that showed an increasing trend were natural and

suitable for, whereas positioning and plus categories showed decline.

Figure 4.3-9 Trends in launches of bakery products in Germany across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Positioning

Convenience

Plus

Minus

Demographic

Suitable for

Functional



111

4.3.1.4 Italy


use a low/no/reduced trans-fat and no additives/preservatives claim. There is high variation from year to

year – especially in the year 2008-, but there are still trends to be noted. Types of claims that showed an

increasing trend were low/no/reduced trans-fat, no additives/preservatives, GMO-free and eco-friendly

package. Type of claims that showed a slight decline is low/no/reduced fat.

Figure 4.3-10 Trends in launches of bakery products in Italy across type of claims

0

2

4

6

8

10

12

14

16

18

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s




Seasonal

Gluten-Free

GMO-Free

Low/No/Reduced Fat

Organic

Ethical - EnvironmentallyFriendly PackageEase of Use


112


the natural and minus categories of claims. There is high variation from year to year for most of the

categories – especially in the year 2008. Categories of claims that showed an increasing trend were

natural, minus, convenience and ethical & environmental, whereas plus category showed decline.

Positioning category showed an increasing trend until year 2008 when it went into a decline.

Figure 4.3-11 Trends in launches of bakery products in Italy across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Positioning

Convenience

Suitable for


Plus

Demographic

Functional


113

4.3.1.5 Poland


use a no additives/preservatives and wholegrain claims. There is high variation from year to year, the

disruptive year being 2008. In 2008 no additives/preservatives claim drastically lost in popularity, giving

room to other claims. However after 2008 all the other claims lost in popularity and no

additives/preservatives claim showed an increasing trend again. The only type of claim showing a

continuous decreasing trend is the children claim.

Figure 4.3-12 Trends in launches of bakery products in Poland across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Wholegrain

High/Added Fiber



Gluten-Free

Children (5-12)

Organic

Low/No/Reduced Fat

All Natural Product


114


the natural category of claims. Categories of claims that showed an increasing trend were natural, minus,

convenience and ethical & environmental, whereas plus and suitable for categories showed decline.

Figure 4.3-13 Trends in launches of bakery products in Poland across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Plus

Suitable for

Positioning

Convenience

Demographic


Functional


115

4.3.1.6 Russia


use GMO-free and no additives/preservatives claim, both of which showed significant increasing trend in

usage. All of the others types of claims showed predominantly increasing trend, with the exception of

microwaveable and wholegrain types of claims that showed a decreasing trend.

Figure 4.3-14 Trends in launches of bakery products in Russia across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

GMO-Free


Economy


Ease of Use

Children (5-12)

Wholegrain

Microwaveable




116


the natural category of claims, which showed the strongest increasing trend. All the other categories

showed predominantly increasing trend.

Figure 4.3-15 Trends in launches of bakery products in Russia across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Minus

Positioning

Suitable for

Plus

Demographic

Functional



117

4.3.1.7 Spain

Figure 4.3-16 depicts the distribution of launches across type of claim made on the product. There is high

variation from year to year. Most launches used a wholegrain claim at the beginning of the observed

period, but that is no longer the case; in 2011 the most used claim was low/no/reduced allergen. Types of

claims that showed an increasing trend overall were low/no/reduced allergen, gluten-free, organic and eco-

friendly package, although there has been a decreased trend in all of them in 2011. Type of claims that

showed the biggest decline in trend is wholegrain claim.

Figure 4.3-16 Trends in launches of bakery products in Spain across type of claims

0

2

4

6

8

10

12

14

16

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Wholegrain


High/Added Fiber


Gluten-Free



Children (5-12)

Seasonal


118


the natural claim, although the trend is decreasing. There is high variation from year to year for most of

the categories. Categories of claims that showed a predominantly increasing trend were suitable for,

convenience and ethical & environmental, whereas plus category showed decline. Natural category

showed an increasing trend until year 2008 when it went into a decline.

Figure 4.3-17 Trends in launches of bakery products in Spain across type of claim category

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Suitable for

Positioning

Convenience

Plus


Demographic

Functional


119

4.3.1.8 Sweden


use a wholegrain and, in the recent years, organic and low/no/reduced allergen claim. There is some

variation from year to year – the disruptive year being 2010. Organic, low/no/reduced allergen and gluten-

free claims showed an increasing trend until the year 2010 when they went into a decline. No

additives/preservatives claim showed the steadiest increasing trend. Eco friendly packaging claim also had

an overall increasing trend, with some variation from year to year. Type of claims that showed a slight

decline are low/no/reduced fat and high/added fiber claim, the latter showing an increase of usage after

2010.

Figure 4.3-18 Trends in launches of bakery products in Sweden across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Wholegrain


Organic

High/Added Fiber


Gluten-Free



Low/No/Reduced Fat

Premium


120


the natural and, after 2010, suitable for categories of claims. There is slight variation from year to year for

some of the categories – especially in the year 2010. Categories of claims that showed an increasing trend

were natural, suitable for, convenience and ethical & environmental, whereas plus and minus categories

showed decline. Suitable for category showed an increasing trend until year 2010 when it went into a

decline.

Figure 4.3-19 Trends in launches of bakery products in Sweden across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Suitable for

Minus

Plus

Convenience

Positioning


Functional

Demographic


121

4.3.1.9 UK


use a vegetarian followed by a no additives/preservatives claim. Type of claims that showed an increasing

trend were vegetarian, no additives/preservatives and eco-friendly packaging claim. There was no type of

claims that showed real decline in trend.

Figure 4.3-20 Trends in launches of bakery products in the UK across type of claims

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian


Ethical - EnvironmentallyFriendly PackageLow/No/Reduced Transfat

Premium


Seasonal

Gluten-Free

Organic

Wholegrain


122


the suitable for and natural category of claims. Categories of claims that showed an increasing trend were

suitable for and ethical & environmental. Natural category of claim experienced a decline in trend after the

year the 2009.

Figure 4.3-21 Trends in launches of bakery products in the UK across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Positioning

Minus


Convenience

Plus

Demographic

Functional

Beauty enhancing


123

4.3.2 North America

Figure 4.3-22 depicts the distribution of launches across type of launch. Most launches are new

variety/range extensions and new products, whereas the percentage of launches of new formulation and re-

launches are very low. Launch types that showed an increasing trend is new packaging, while new

variety/range extensions type is in decrease.

Figure 4.3-22 Trends in launches of bakery products in North America across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Variety/Range Extension

New Product

New Packaging

New Formulation

Relaunch


124


use a kosher claim, followed by low/no/reduced trans-fat. Type of claims that showed an increasing trend

were kosher, eco-friendly package and low/no/reduced allergen. Low/no/reduced trans-fat showed a

decrease in trend.

Figure 4.3-23 Trends in launches of bakery products in North America across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher



All Natural Product

Wholegrain


Seasonal


Low/No/Reduced Fat


125


the suitable for, followed by natural and minus category claim. Categories of claims that showed an

increasing trend were natural, suitable for, convenience and ethical & environmental, whereas minus

category showed decline.

Figure 4.3-24 Trends in launches of bakery products in North America across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Positioning

Convenience


Plus

Demographic

Functional


126

4.3.2.1 USA


use a kosher claim, followed by low/no/reduced trans-fat. Type of claims that showed an increasing trend

were kosher, eco-friendly package and low/no/reduced allergen.

Figure 4.3-25 Trends in launches of bakery products in USA across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher


All Natural Product


Wholegrain

Seasonal

Ease of Use


Ethical - EnvironmentallyFriendly PackagePremium


127


the suitable for, followed by natural and minus category claim. Categories of claims that showed an

increasing trend were natural, suitable for, convenience and ethical & environmental, whereas minus

category showed a slight decline.

Figure 4.3-26 Trends in launches of bakery products in USA across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Positioning

Convenience


Plus

Demographic

Functional


128

4.3.2.2 Canada

Figure 4.3-27 depicts the distribution of launches across type of claim made on the product. There is high

variation from year to year. Most launches use a kosher and low/no/reduced trans-fat claim, although the

latter has showed a serious decrease since the year 2008. Types of claims that showed an increasing trend

overall were kosher, no additives/preservatives, eco-friendly packaging, wholegrain, and low/no/reduced

allergen. Type of claims that showed the biggest decline were low/no/reduced trans-fat, organic and

low/no/reduced fat.

Figure 4.3-27 Trends in launches of bakery products in Canada across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher



Ethical - EnvironmentallyFriendly PackageWholegrain


All Natural Product

Organic

Low/No/Reduced Fat



129


the suitable for category. There is high variation from year to year for most of the categories. Categories

of claims that showed an increasing trend at the beginning of the observed period were natural and minus,

although they have gone in decline since the year 2008. Convenience and ethical & environmental

categories have shown an overall increasing trend.

Figure 4.3-28 Trends in launches of bakery products in Canada across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Positioning


Convenience

Plus

Demographic

Functional


130

4.3.3 South America

Figure 4.3-29 depicts the distribution of launches across type of launch. Most launches are new products

and new variety/range extensions, whereas the percentage of launches of new formulation and re-launches

is very low. Launch type that showed an increasing trend is new packaging, while new product type is in

decrease.

Figure 4.3-29 Trends in launches of bakery products in South America across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


131


use a low/no/reduced trans-fat claim, followed by eco-friendly package. All types of claims showed an

increasing trend, although the biggest increase is shown in low/no/reduced trans-fat and eco-friendly

package claim.

Figure 4.3-30 Trends in launches of bakery products in South America across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s





Gluten-Free


Kosher

Seasonal



132


the minus category claim. All categories of claims showed an increasing trend, except the plus category

which showed decline. The biggest increase in trend is visible in minus and ethical & environmental

category of claims.

Figure 4.3-31 Trends in launches of bakery products in South America across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Natural

Suitable for

Positioning


Plus

Convenience

Demographic

Functional


133

4.3.3.1 Brazil


use a low/no/reduced trans-fat claim. The biggest increase in trend is seen in low/no/reduced trans-fat,

low/no/reduced allergen, gluten-free and eco-friendly package claim.

Figure 4.3-32 Trends in launches of bakery products in Brazil across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s



Gluten-Free


High/Added Fiber

Ease of Use

Seasonal




134


the minus category claim. All categories of claims showed an increasing trend. The biggest increase in

trend is visible in suitable for, ethical & environmental, natural and convenience category of claims.

Figure 4.3-33 Trends in launches of bakery products in Brazil across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Suitable for

Natural


Plus

Positioning

Convenience

Demographic

Functional


135

4.3.3.2 Argentina


use a low/no/reduced trans-fat claim. The biggest increase in trend is shown in low/no/reduced trans-fat,

low/no/reduced cholesterol and eco-friendly package claim.

Figure 4.3-34 Trends in launches of bakery products in Argentina across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s






Gluten-Free

Seasonal

Wholegrain



136


the and minus positioning categories of claims. There is high variation from year to year for most of the

categories – especially in the year 2008. Categories of claims that showed an increasing trend were ethical

& environmental and convenience, whereas plus category showed decline. Positioning and suitable for

categories showed an increasing trend until year 2008 when they started getting into a decline.

Figure 4.3-35 Trends in launches of bakery products in Argentina across type of claim category

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Positioning

Natural

Suitable for


Plus

Demographic

Convenience

Functional


137

4.3.3.3 Mexico


use an ecofriendly package, which also showed the highest increase in trend. Other types of claims that

showed an increasing trend are kosher and low/no/reduced trans-fat.

Figure 4.3-36 Trends in launches of bakery products in Mexico across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher

Ethical - EnvironmentallyFriendly PackageVitamin/Mineral Fortified


Wholegrain



Low/No/Reduced Fat

All Natural Product



138


the minus category claim. All categories of claims showed an increasing trend, except the plus and

positioning categories which showed decline. The biggest increase in trend is visible in minus and ethical

& environmental category of claims.

Figure 4.3-37 Trends in launches of bakery products in Mexico across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Suitable for

Natural

Plus


Positioning

Convenience

Demographic

Functional


139

4.3.4 Asia


whereas the percentage of launches of new packaging or new formulation is low. Launch type that showed

an increasing trend is new packaging.

Figure 4.3-38 Trends in launches of bakery products in Asia across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Packaging

New Formulation


140


use a vegetarian claim, followed by halal and no additives/preservatives. Types of claims that showed an

increasing trend are vegetarian, no additives/preservatives, premium and eco-friendly package.

Low/no/reduced sugar showed a decrease in trend.

Figure 4.3-39 Trends in launches of bakery products in Asia across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian

Halal


Premium

Children (5-12)






141


the suitable for category, which also shows the highest increase in trend. Other categories of claims that

showed an increasing trend were natural, positioning, convenience, ethical & environmental and

functional, whereas plus category showed decline.

Figure 4.3-40 Trends in launches of bakery products in Asia across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Positioning

Minus

Convenience

Plus

Demographic


Functional


142

4.3.4.1 China

Figure 4.3-41 depicts the distribution of launches across type of claim made on the product Types of

claims that showed an increasing trend were children, halal, low/no/reduced sugar, no

additives/preservatives, vegetarian and economy. Types of claims that showed a decline were

vitamin/mineral fortified, added calcium and high/added fiber.

Figure 4.3-41 Trends in launches of bakery in China across type of claims

0

1

2

3

4

5

6

7

8

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)


Halal

Added Calcium

Seasonal

Vegetarian


High/Added Fiber

Economy


143

Figure 4.3-42 depicts the distribution of launches across type of claim category. Category of claims that

showed an increasing trend were natural, suitable for, functional, minus and ethical/environmental.

Category of claims that showed a decline were minus and plus.

Figure 4.3-42 Trends in launches of bakery in China across type of claim category

0

1

2

3

4

5

6

7

8

9

10

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Plus

Minus

Demographic

Positioning

Natural

Convenience

Functional



144

4.3.4.2 Japan


use a limited edition claim. Types of claims that showed an increasing trend were limited edition,

premium, economy, children and eco-friendly package. Types of claims that showed a decline was added

calcium.

Figure 4.3-43 Trends in launches of bakery in Japan across type of claims

0

2

4

6

8

10

12

14

16

18

20

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Limited Edition

Premium

Ethical - EnvironmentallyFriendly PackageSeasonal

Economy

Children (5-12)


Wholegrain

Microwaveable

Added Calcium


145


the positioning category of claims. Category of claims that showed an increasing trend were positioning,

minus, followed by no significant trends.

Figure 4.3-44 Trends in launches of bakery in Japan across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Positioning

Convenience


Demographic

Plus

Natural

Minus


146

4.3.4.3 South Korea


use no additives/preservatives claim. Types of claims that showed an increasing trend were no

additives/preservatives, premium, children, microwaveable and low/no/.reduced trans-fat. Types of claims

that showed a decline were organic, wholegrain and vitamin/mineral fortified.

Figure 4.3-45 Trends in launches of bakery in South Korea across type of claims

0

2

4

6

8

10

12

14

16

18

20

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Organic

Premium

Children (5-12)

Microwaveable




Time/Speed


147


the natural category of claims. Category of claims that showed an increasing trend were minus, natural,

positioning and convenience and ethical/environmental. Category of claims that showed a decline was

plus.

Figure 4.3-46 Trends in launches of bakery in South Korea across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Positioning

Convenience

Minus

Demographic


Plus


148

4.3.4.4 India



additives/preservatives. The rest launch types don’t show any significant trend.

Figure 4.3-47 Trends in launches of bakery in India across type of claims

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian


Premium

Halal


Ease of Use

Wholegrain


High/Added Fiber



149



suitable for, and the rest of the top ten claim categories.

Figure 4.3-48 Trends in launches of bakery in India across type of claim category

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Positioning

Minus

Convenience

Plus

Functional


Demographic


150




trend were new products whereas new variety/range extension showed a decline.

Figure 4.3-49 Trends in launches of bakery in Middle East and Africa across launch types

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


151


use a kosher claim. Types of claims that showed an increasing trend were halal, Kosher, no

additives/preservatives, vegetarian, low/no/reduced trans-fat, ease of use and the rest of the top ten types

of claims.

Figure 4.3-50 Trends in launches of bakery in Middle East and Africa across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher

Halal


Vegetarian



Ease of Use

Seasonal

Premium


152


the suitable for, followed by the natural category of claims. Category of claims that showed an increasing

trend were suitable for, natural, minus, ethical/environmental, functional, plus and convenience. Category

of claims that showed a decline was demographic.

Figure 4.3-51 Trends in launches of bakery in Middle East and Africa across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Positioning

Convenience


Plus

Demographic

Functional


153

4.3.5.1 Egypt

Figure 4.3-52 depicts the distribution of launches across type of claim made on the product. Type of

claims that showed an increasing trend were no additives/preservatives, halal, low/no/reduced trans-fat,

vegetarian, eco-friendly package, wholegrain and premium. Type of claims that showed a decline was

Kosher.

Figure 4.3-52 Trends in launches of bakery in Egypt across type of claims

0

2

4

6

8

10

12

14

16

18

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Kosher

Halal


Vegetarian


Premium


Low/No/Reduced Fat


154


the suitable for claim category. Category of claims that showed an increasing trend were natural, suitable

for, positioning, plus, minus, functional and ethical/environmental. Category of claims that showed a

decline was demographic.

Figure 4.3-53 Trends in launches of bakery in Egypt across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Convenience

Positioning


Plus

Demographic

Functional


155

4.3.5.2 Israel


use kosher claim. Type of claims that showed an increasing trend was Kosher. The other claims do not

show any clear trend.

Figure 4.3-54 Trends in launches of bakery in Israel across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher


Wholegrain



Organic

Ease of Use


Premium

All Natural Product


156


the suitable for claim category. Category of claims that showed an increasing trend were natural, suitable

for, minus, convenience, positioning and ethical/environmental.

Figure 4.3-55 Trends in launches of bakery in Israel across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Convenience

Positioning


Demographic

Plus

Functional


157



use a no additives/preservatives claim. Types of claims that showed an increasing trend were no

additives/preservatives, low/no/reduced fat, halal, GMO free, vegetarian. Types of claims that showed a

decline was premium.

Figure 4.3-56 Trends in launches of bakery in Saudi Arabia across type of claims

0

2

4

6

8

10

12

14

16

18

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Vegetarian


Halal

All Natural Product

Premium

Wholegrain

GMO-Free


Ease of Use


158


the natural category of claims. Category of claims that showed an increasing trend were natural, suitable

for, minus, convenience and the rest of the top-10 type of claims.

Figure 4.3-57 Trends in launches of bakery in Saudi Arabia across type of claim category

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Suitable for

Minus

Convenience

Positioning

Plus


Demographic

Functional


159



use halal. Types of claims that showed an increasing trend were no additives/preservatives, halal,

vegetarian, Kosher, organic, low/no/reduced trans-fat and the rest of the top-10 type of claims.

Figure 4.3-58 Trends in launches of bakery in South Africa across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Halal

Vegetarian

Kosher



Seasonal

Ethical - EnvironmentallyFriendly PackageLow/No/Reduced Fat

Ease of Use



160



for, minus, plus, positioning and ethical/environmental.

Figure 4.3-59 Trends in launches of bakery in South Africa across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Positioning

Natural


Convenience

Plus

Demographic

Functional


161

4.4 Chocolate Confectionery

4.4.1 Europe


followed by new packaging. Launch types that showed a decline trend was new products formats.

Figure 4.4-1 Trends in launches of chocolate confectionery products in Europe across launch types

0

10

20

30

40

50

60

70

2010 2011 2009 2008 2007 2006

Perc

ent o

f Lau

nche

s

New Product

New Packaging

New Formulation


162


use seasonal claim, followed by premium. Type of claims that showed an increasing trend were premium

and children. Launch types that showed a decline were seasonal, no additives/preservatives, organic and

eco-friendly package.

Figure 4.4-2 Trends in launches of chocolate confectionery products in Europe across type of claims

0

5

10

15

20

25

30

2011 2010 2009 2008 2007 2006

Perc

ent o

f Lau

nche

s

Seasonal

Premium

Organic

Children (5-12)

Vegetarian


Ethical - Human

Limited Edition


Ethical - EnvironmentallyFriendly Package


163


the positioning, followed by the natural category of claims. Category of claims that showed an increasing

trend was demographic. Category of claims that showed a decline were positioning and natural.

Figure 4.4-3 Trends in launches of chocolate confectionery products in Europe across type of claim category

0

5

10

15

20

25

30

35

2011 2010 2009 2008 2007 2006

Perc

ent o

f Lau

nche

s

Positioning

Natural

Suitable for


Demographic

Minus

Convenience

Functional

Plus


164

4.4.1.1 Denmark


use halal. Type of claims that showed an increasing trend were organic, ethical-human, limited edition and

convenient packaging. Type of claims that showed a decline were premium and children.

Figure 4.4-4 Trends in launches of chocolate confectionery products in Denmark across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Organic

Premium

Ethical - Human

Seasonal


Limited Edition

Children (5-12)

Cobranded

Time/Speed

Microwaveable


165

Figure 4.4-5 depicts the distribution of launches across type of claim category. Most launches after 2010

belong to natural category of claims. Category of claims that showed an increasing trend were natural,

convenience and ethical/environmental

Figure 4.4-5 Trends in launches of chocolate confectionery products in Denmark across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Positioning

Natural


Convenience

Demographic

Functional


166

4.4.1.2 France


use seasonal. Type of claims that showed an increasing trend were seasonal, children, no

additives/preservatives and organic. Type of claims that showed a decline was premium.

Figure 4.4-6 Trends in launches of chocolate confectionery products in France across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Seasonal

Children (5-12)

Premium

Organic


Limited Edition

Ethical - Human




167


positioning for category of claims. Category of claims that showed an increasing trend were positioning,

natural, ethical/environmental and demographic. Minus category of claims shows a decline.

Figure 4.4-7 Trends in launches of chocolate confectionery products in France across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Positioning

Natural

Demographic


Minus

Suitable for

Convenience

Plus

Functional


168

4.4.1.3 Germany


use seasonal. Type of claims that showed an increasing trend were seasonal, organic, limited edition and

no additives/preservatives. Type of claim that showed a decline was premium.

Figure 4.4-8 Trends in launches of chocolate confectionery products in Germany across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Seasonal

Premium

Organic

Limited Edition

Children (5-12)



Ethical - Human

GMO-Free

Diabetic


169


positioning category of claims. Category of claims that showed an increasing trend were positioning and

ethical environmental. Category of claims that showed a decline was natural.

Figure 4.4-9 Trends in launches of chocolate confectionery products in Germany across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

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Suitable for

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4.4.1.4 Italy


use seasonal. Type of claims that showed an increasing trend were seasonal, children, ethical-human and

organic. Type of claims that showed a decline was premium.

Figure 4.4-10 Trends in launches of chocolate confectionery products in Italy across type of claims

0

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10

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Seasonal

Children (5-12)

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Ethical - Human



Organic

Event Merchandising

Limited Edition


171


positioning category of claims. Category of claims that showed an increasing trend were natural, minus

and positioning.

Figure 4.4-11 Trends in launches of chocolate confectionery products in Italy across type of claim category

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2006 2007 2008 2009 2010 2011

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Functional

Beauty enhancing

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4.4.1.5 Poland


use seasonal type of claims. There is no significant trend in type of claims

Figure 4.4-12 Trends in launches of chocolate confectionery products in Poland across type of claims

0

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25

30

35

2006 2007 2008 2009 2010 2011

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Seasonal

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Children (5-12)

Organic


Vegetarian

Event Merchandising


GMO-Free


173


positioning for category of claims. There is no significant trend in category of claims

Figure 4.4-13 Trends in launches of chocolate confectionery products in Poland across type of claim category

0

10

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2006 2007 2008 2009 2010 2011

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Positioning

Demographic

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Suitable for

Convenience


Minus


174

4.4.1.6 Russia


use seasonal and premium depending on the year of launch. Type of claims that showed an increasing

trend were seasonal, GMO-free, and children. Type of claims that showed a decline was premium.

Figure 4.4-14 Trends in launches of chocolate confectionery products in Russia across type of claims

0

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40

2006 2007 2008 2009 2010 2011

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Seasonal

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GMO-Free

Children (5-12)




Limited Edition

Diabetic

Event Merchandising


175


positioning category of claims. Category of claims that showed an increasing trend were natural,

positioning and demographic. Minus claim category shows a decline

Figure 4.4-15 Trends in launches of chocolate confectionery products in Russia across type of claim category

0

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10

15

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45

2006 2007 2008 2009 2010 2011

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Positioning

Natural

Demographic

Convenience

Minus

Suitable for

Functional

Plus


Beauty enhancing


176

4.4.1.7 Spain


claims that showed an increasing trend were seasonal, low/no/reduced allergen, organic and economy type

of claims. Type of claims that showed a decline were low/no/reduced sugar and children.

Figure 4.4-16 Trends in launches of chocolate confectionery products in Spain across type of claims

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Seasonal


Children (5-12)

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Gluten-Free


Economy



177


positioning category of claims. Category of claims doesn’t show any trend.

Figure 4.4-17 Trends in launches of chocolate confectionery products in Spain across type of claim category

0

5

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2006 2007 2008 2009 2010 2011

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Positioning

Minus

Suitable for


Natural

Demographic

Convenience

Plus

Functional


178

4.4.1.8 Sweden


claims that showed an increasing trend were ethical-human and premium.

Figure 4.4-18 Trends in launches of chocolate confectionery products in Sweden across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

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s

Premium

Ethical - Human

Limited Edition

Organic

Kosher

Seasonal

Ethical - EnvironmentallyFriendly PackageEthical - EnvironmentallyFriendly ProductLow/No/Reduced Allergen

Children (5-12)


179


positioning and ethical & environmental category of claims. Category of claims that showed an increasing

trend were positioning, natural, minus and ethical/environmental.

Figure 4.4-19 Trends in launches of chocolate confectionery products in Sweden across type of claim category

0

10

20

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2006 2007 2008 2009 2010 2011

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Positioning


Natural

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Plus


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4.4.1.9 UK


use vegetarian followed by seasonal. Type of claims that showed an increasing trend were vegetarian,

seasonal, no additives/preservatives type of claims.

Figure 4.4-20 Trends in launches of chocolate confectionery products in UK across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

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s

Vegetarian

Seasonal



Organic


Children (5-12)

Gluten-Free

Ethical - Human


181


positioning followed by suitable for category of claims. Category of claims that showed an increasing

trend were natural, suitable for, positioning, and ethical/environmental.

Figure 4.4-21 Trends in launches of chocolate confectionery products in UK across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

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f Lau

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Positioning

Suitable for

Natural


Demographic

Minus

Convenience

Functional

Plus


182

4.4.2 North America

Figure 4.4-22 depicts the distribution of launches across type of launch. Most launches are new variety

/new extension and new product. Launch types that showed an increasing trend was new products whereas

new variety /new extension decline.

Figure 4.4-22 Trends in launches of chocolate confectionery products in North America across launch types

0

10

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2006 2007 2008 2009 2010 2011

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New Variety/RangeExtensionNew Product

New Packaging

New Formulation


183


use a kosher claim, followed seasonal. Type of claims that showed an increasing trend were Kosher and

seasonal. Types of claims does not show any trend.

Figure 4.4-23 Trends in launches of chocolate confectionery products in North America across type of claims

0

5

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15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

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Kosher

Seasonal

Premium

Organic

All Natural Product

Children (5-12)



Limited Edition

Ethical - Human


184


the positioning, followed by suitable for category of claims. Category of claims that showed an increasing

trend were positioning, suitable for, natural, and ethical/environmental. Category of claims that showed a


Figure 4.4-24 Trends in launches of chocolate confectionery products in North America across type of claim category

0

5

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15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

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Positioning

Suitable for

Natural


Minus

Demographic

Functional

Convenience

Plus


185

4.4.2.1 USA

Error! Reference source not found. depicts the distribution of launches across type of claim made on the

product. Most launches use Kosher. Type of claims that showed an increasing trend were Kosher, seasonal

additives/preservatives, organic, low/no/reduced allergen. Type of claims that showed a decline was

premium.

Figure 4.4-25 Trends in launches of chocolate confectionery products in USA across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

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Kosher

Seasonal

Premium

Organic

All Natural Product


Limited Edition

Children (5-12)

Gluten-Free



186



trend were natural, suitable for, positioning and ethical/environmental. Category of claims that showed a

decline was minus.

Figure 4.4-26 Trends in launches of chocolate confectionery products in USA across type of claim category

0

10

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30

40

50

60

2006 2007 2008 2009 2010 2011

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f Lau

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Positioning

Suitable for

Natural

Minus


Demographic

Functional

Convenience

Plus


187

4.4.2.2 Canada


use Kosher followed by seasonal type of claim. Type of claims that showed an increasing trend were

Kosher, seasonal, premium, ethical-human, no additives/preservatives. Type of claims that showed a

decline were children and organic.

Figure 4.4-27 Trends in launches of chocolate confectionery products in Canada across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher

Seasonal

Premium

Children (5-12)

Organic


All Natural Product

Ethical - Human

Limited Edition



188



trend were natural, suitable for, convenience, positioning and ethical/environmental. Category of claims

that showed a decline were minus and demographic.

Figure 4.4-28 Trends in launches of chocolate confectionery products in Canada across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

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Positioning

Suitable for

Natural


Demographic

Minus

Convenience

Functional

Free from

Plus


189

4.4.3 South America


followed by new variety/new extension. Launch types that showed an increasing trend was new packaging

formats.

Figure 4.4-29 Trends in launches of chocolate confectionery products in South America across launch types

0

10

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30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

New Product


New Formulation

Relaunch


190


use seasonal claim. Type of claims that showed an increasing trend were seasonal, low/no/reduced

allergen, gluten free, kosher. Type of claims that showed a decline were children and premium.

Figure 4.4-30 Trends in launches of chocolate confectionery products in South America across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Seasonal

Children (5-12)


Gluten-Free

Kosher



Premium

Ethical - EnvironmentallyFriendly PackageLimited Edition


191


the positioning, followed by the suitable for category of claims. Category of claims that showed an

increasing trend were positioning, suitable for, and ethical/environmental. Category of claims that showed

a decline was demographic.

Figure 4.4-31 Trends in launches of chocolate confectionery products in South America across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

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Positioning

Suitable for

Demographic

Minus


Natural

Convenience

Functional

Plus

Free from


192

4.4.3.1 Brazil


use seasonal followed by low/no/reduced allergen and gluten-free. Type of claims that showed an

increasing trend were the following low/no/reduced allergen, gluten-free, seasonal, low/no/reduced trans-

fat and ethical-charity and eco-friendly package. Type of claims that showed a decline was children.

Figure 4.4-32 Trends in launches of chocolate confectionery products in Brazil across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Seasonal


Gluten-Free

Children (5-12)



Ethical - Charity

Premium

Limited Edition


193



trend were suitable for, positioning, minus and ethical/environmental. Category of claims that showed a


Figure 4.4-33 Trends in launches of chocolate confectionery products in Brazil across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Positioning

Suitable for

Minus

Demographic


Natural

Convenience

Plus

Functional

Free from


194

4.4.3.2 Argentina


use seasonal. Type of claims that showed increasing trends were seasonal, low/no/reduced trans-fat and

children. Type of claims that showed a decline was premium.

Figure 4.4-34 Trends in launches of chocolate confectionery products in Argentina across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Seasonal

Children (5-12)

Premium


Event Merchandising



Kosher



195


positioning category of claims. Category of claims that showed an increasing trend were positioning,

demographic, minus, suitable for, convenient and ethical/environmental

Figure 4.4-35 Trends in launches of chocolate confectionery products in Argentina across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Positioning

Demographic

Minus

Suitable for


Convenience

Natural

Plus


196

4.4.3.3 Mexico


use seasonal. Type of claims that showed increasing trends were seasonal, kosher, eco-friendly package,

limited edition and the rest type of claims. Type of claims that showed a decline were children and

low/no/reduced sugar.

Figure 4.4-36 Trends in launches of chocolate confectionery products in Mexico across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Seasonal

Kosher

Children (5-12)


Premium

Ethical - EnvironmentallyFriendly PackageCobranded

Limited Edition

Event Merchandising



197



suitable for, convenience and ethical/environmental. Category of claims that showed a decline was minus.

Figure 4.4-37 Trends in launches of chocolate confectionery products in Mexico across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Positioning

Suitable for

Demographic

Minus


Natural

Convenience

Functional

Plus


198

4.4.4 Asia




Figure 4.4-38 Trends in launches of chocolate confectionery products in Asia across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Packaging

New Formulation


199


use a seasonal. Type of claims that showed an increasing trend were seasonal, vegetarian, eco-friendly

package and convenient packaging. Type of claims that showed a decline were halal and children.

Figure 4.4-39 Trends in launches of chocolate confectionery products in Asia across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Seasonal

Halal

Vegetarian

Premium

Children (5-12)

Limited Edition

Kosher




200



increasing trend were positioning, suitable for, and ethical/environmental. Category of claims that showed

a decline were minus and demographic.

Figure 4.4-40 Trends in launches of chocolate confectionery products in Asia across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Positioning

Suitable for

Demographic

Natural


Minus

Convenience

Functional

Plus


201

4.4.4.1 China


use children. Type of claims that showed an increasing trend were seasonal and economy. Type of claims

that showed a decline were children and antioxidant.

Figure 4.4-41 Trends in launches of chocolate confectionery products in China across type of claims

0

2

4

6

8

10

12

14

16

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Children (5-12)

Seasonal

Premium


Event Merchandising

Antioxidant

Halal

High/Added Fiber

Economy



202


positioning category of claims. Category of claims that showed an increasing trend was positioning and

suitable for. There is no clear trend on other claim categories.

Figure 4.4-42 Trends in launches of chocolate confectionery products in China across type of claim category

0

2

4

6

8

10

12

14

16

2006 2007 2008 2009 2010 2011

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f Lau

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s

Positioning

Demographic

Minus

Suitable for

Plus

Functional

Natural



203

4.4.4.2 Japan


use limited edition. Type of claims that showed increasing trends were limited edition, premium and

seasonal.

Figure 4.4-43 Trends in launches of chocolate confectionery products in Japan across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Limited Edition

Seasonal

Premium

Female

Children (5-12)

Event Merchandising

On-the-Go

Ethical - EnvironmentallyFriendly PackageEconomy

Cobranded


204


positioning category of claims. Categories of claims don’t show any clear trend.

Figure 4.4-44 Trends in launches of chocolate confectionery products in Japan across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

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f Lau

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s

Positioning

Demographic

Convenience


Plus

Minus

Functional


205

4.4.4.3 South Korea


use premium. Type of claims that showed an increasing trend were premium and no

additives/preservatives. Type of claims that showed a decline was children.

Figure 4.4-45 Trends in launches of chocolate confectionery products in South Korea across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Premium

Children (5-12)


Limited Edition


Cobranded





206



suitable for, natural and ethical/environmental. Category of claims that showed a decline were

demographic and minus.

Figure 4.4-46 Trends in launches of chocolate confectionery products in South Korea across type of claim category

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Positioning

Demographic

Minus

Natural

Convenience


Suitable for


207

4.4.4.4 India


use vegetarian. Type of claims that showed an increasing trend was vegetarian. There is no significant

trend in the other claim categories.

Figure 4.4-47 Trends in launches of chocolate confectionery products in India across type of claims

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Vegetarian

Halal

Premium

Children (5-12)

Kosher

Seasonal






208


suitable for category of claims. Category of claims that showed an increasing trend was suitable for type

of claim. There is no significant trend in the other types of claim.

Figure 4.4-48 Trends in launches of chocolate confectionery products in India across type of claim category

0

10

20

30

40

50

60

70

80

90

100

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Suitable for

Positioning

Demographic

Minus

Natural

Convenience


Functional

Plus


209



followed by new variety/range extension. Launch types that showed an increasing trend were new


Figure 4.4-49 Trends in launches of chocolate confectionery products in Middle East and Africa across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

New Product


New Formulation

Relaunch


210


use a seasonal claim. Type of claims that showed an increasing trend were seasonal, kosher, children,

halal, no additives/preservatives, organic, low/no/reduced allergen, vegetarian, eco-friendly package and

convenient packaging. Type of claims that showed a decline was organic.

Figure 4.4-50 Trends in launches of chocolate confectionery products in Middle East and Africa across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Seasonal

Kosher

Children (5-12)

Halal

Vegetarian




Organic


211



increasing trend were positioning, suitable for, ethical/environmental and natural. Category of claims that

showed a decline was demographic.

Figure 4.4-51 Trends in launches of chocolate confectionery products in Middle East and Africa across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Positioning

Suitable for

Demographic


Natural

Minus

Convenience

Functional

Plus


212

4.4.5.1 Egypt


claims that showed an increase were vegetarian, Kosher, seasonal, no additives/preservatives and

low/no/reduced sugar. Type of claim that showed a decline were premium, and low/no/reduced calorie.

Figure 4.4-52 Trends in launches of chocolate confectionery products in Egypt across type of claims

0

2

4

6

8

10

12

14

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Vegetarian

Premium

Children (5-12)

Kosher

Seasonal






213


suitable for followed by positioning category of claims. Category of claims that showed an increasing

trend were suitable for, natural, minus, demographic, positioning and ethical/environmental and the rest of

the top ten claim categories.

Figure 4.4-53 Trends in launches of chocolate confectionery products in Egypt across type of claim category

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Positioning

Demographic

Minus

Convenience

Natural


Functional

Plus


214

4.4.5.2 Israel


use Kosher. Type of claims that showed an increasing trend was Kosher. There is no clear trend in the rest

top ten types of claims.

Figure 4.4-54 Trends in launches of chocolate confectionery products in Israel across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher

Children (5-12)

Premium




Gluten-Free

Vegetarian

Organic

Low/No/Reduced Fat


215


suitable for category of claims. Category of claims that showed an increasing trend were suitable for and

demographic. There is no clear trend in the rest top ten claim categories.

Figure 4.4-55 Trends in launches of chocolate confectionery products in Israel across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Positioning

Demographic

Natural

Minus


Convenience

Plus

Functional


216



claims that showed an increasing trend were vegetarian, no additives/preservatives and GMO-free. Type

of claims that showed a decline were limited edition, premium and halal.

Figure 4.4-56 Trends in launches of chocolate confectionery products in Saudi Arabia across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian

Halal

Premium

Children (5-12)

GMO-Free



Limited Edition




217


suitable for category of claims. Category of claims that showed an increasing trend were suitable for and

demographic. Category of claims that showed a decline were positioning, natural and ethical

environmental.

Figure 4.4-57 Trends in launches of chocolate confectionery products in Saudi Arabia across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Suitable for

Positioning

Natural

Demographic

Minus

Convenience



218



use seasonal. Type of claims that showed an increasing trend were seasonal, eco-friendly package,

low/no/reduced, halal and Kosher. Type of claims that showed a decline were premium and minus.

Figure 4.4-58 Trends in launches of chocolate confectionery products in South Africa across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Seasonal

Halal

Children (5-12)

Ethical - EnvironmentallyFriendly PackageVegetarian

Kosher


Premium


Organic


219


positioning category of claims. Category of claims that showed an increasing trend were natural, suitable

for, minus, convenience, positioning and ethical/environmental.

Figure 4.4-59 Trends in launches of chocolate confectionery products in South Africa across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Positioning

Suitable for

Demographic


Natural

Minus

Convenience

Functional

Plus


220

4.5 Fruit and Vegetables

4.5.1 Europe



trend were new products and new packaging formats.

Figure 4.5-1 Trends in launches of fruits and vegetables in Europe across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Variety/RangeExtension

New Packaging

New Formulation


221


use microwaveable claim, followed by no additives/preservatives. Types of claims with an increasing

trend were the following: no additives/preservatives, organic, ease of use, vegetarian, eco-friendly

package, and time/speed type of claims. Launch types that showed a decline was microwaveable.

Figure 4.5-2 Trends in launches of fruits and vegetables in Europe across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

No Additives /PreservativesEase of Use

Organic

Vegetarian

Eco-Friendly Package

Time/Speed

Economy


Low/No/Red. Sugar


222


the convenience, followed by natural category of claims. Category of claims that showed an increase were

convenience, natural, suitable for, ethical/environmental and the rest of the top ten claim categories.

Figure 4.5-3 Trends in launches of fruits and vegetables in Europe across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Suitable for

Positioning


Minus

Plus

Functional

Demographic


223

4.5.1.1 Denmark


use organic. Type of claims that showed an increasing trend organic were organic, GMO free and ease of

use. Type of claims that showed a decline were low/no/reduced fat and microwaveable.

Figure 4.5-4 Trends in launches of fruit and vegetables products in Denmark across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Organic

Economy

Microwaveable

Low/No/Reduced Fat



GMO-Free

High/Added Fiber

Ease of Use


224


natural category of claims. Category of claims that showed an increasing trend was natural. Category of

claims that showed a decline were minus, convenience and plus.

Figure 4.5-5 Trends in launches of fruit and vegetables products in Denmark across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Convenience

Positioning


Plus

Suitable for


225

4.5.1.2 France


use microwaveable. Type of claims that showed an increasing trend were no additives/preservatives, ease

of use, organic and eco-friendly. Type of claims that showed a decline was microwaveable.

Figure 4.5-6 Trends in launches of fruit and vegetables products in France across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable


Ease of Use

Organic

Time/Speed






226


convenience category of claims. Category of claims that showed an increasing trend were convenience,

natural, minus, plus and ethical/environmental. Category of claims that showed a decline was positioning.

Figure 4.5-7 Trends in launches of fruit and vegetables products in France across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural


Minus

Positioning

Plus

Demographic

Suitable for

Functional


227

4.5.1.3 Germany


use microwaveable followed by organic. Type of claims that showed an increasing trend were organic,

microwaveable, ease of use, and portionability. Type of claims that showed a decline were no

additives/preservatives and time/speed.

Figure 4.5-8 Trends in launches of fruit and vegetables products in Germany across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Organic


Ease of Use

Time/Speed

Portionability


Vegan



228


natural followed by convenience category of claims. Category of claims that showed an increasing trend

were natural, convenience, positioning, and ethical/environmental. Category of claims that showed a

decline was minus.

Figure 4.5-9 Trends in launches of fruit and vegetables products in Germany across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Positioning

Suitable for

Minus


Plus

Functional

Demographic


229

4.5.1.4 Italy


use ease of use. Type of claims that showed an increasing trend were ease of use, organic, eco-friendly

package, economy and convenient packaging. Type of claims that showed a decline were microwaveable

and no additives/preservatives.

Figure 4.5-10 Trends in launches of fruit and vegetables products in Italy across type of claims

0

2

4

6

8

10

12

14

16

18

20

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Ease of Use


Organic

Microwaveable

Time/Speed


Ethical - EnvironmentallyFriendly ProductEconomy

Ethical - EnvironmentallyFriendly PackageHigh/Added Fiber


230


convenience followed by demographic category of claims. Category of claims that showed an increasing

trend were convenience, demographic, minus, suitable for and ethical/environmental

Figure 4.5-11 Trends in launches of fruit and vegetables products in Italy across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Demographic


Functional

Minus

Natural

Plus

Positioning

Suitable for


231

4.5.1.5 Poland


claims that showed.an increasing trend were ease of use, no additives/preservatives, all natural product,

premium and microwaveable. Type of claims that showed a decline was children.

Figure 4.5-12 Trends in launches of fruit and vegetables products in Poland across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Ease of Use


Organic

Premium

Time/Speed

Microwaveable


Children (5-12)

All Natural Product

Antioxidant


232


showed an increasing trend was convenience, functional, natural and positioning.

Figure 4.5-13 Trends in launches of fruit and vegetables products in Poland across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Positioning

Demographic

Functional

Minus


Suitable for

Plus


233

4.5.1.6 Russia


claims that showed an increasing trend were no additives/preservatives, GMO free, all natural products,

ease of use and economy

Figure 4.5-14 Trends in launches of fruit and vegetables products in Russia across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


GMO-Free

All Natural Product

Ease of Use

Microwaveable

Economy

Premium

Kosher

Organic



234


natural category of claims. Category of claims that showed an increasing trend were natural, convenience,

positioning and suitable for claim category.

Figure 4.5-15 Trends in launches of fruit and vegetables products in Russia across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Positioning

Suitable for

Minus


Demographic

Functional


235

4.5.1.7 Spain


use microwaveable Type of claims that showed an increasing trend were ease of use, microwaveable,

economy, organic and low/no/reduced allergen. Type of claims that showed a decline was no


Figure 4.5-16 Trends in launches of fruit and vegetables products in Spain across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Ease of Use


All Natural Product

Time/Speed

Premium


Economy

Organic



236



natural, plus, positioning and ethical/environmental

Figure 4.5-17 Trends in launches of fruit and vegetables products in Spain across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Positioning

Minus

Suitable for


Plus

Functional

Demographic


237

4.5.1.8 Sweden


claims that showed an increasing trend were organic, microwaveable, ease of use, premium and the rest of

the top ten type of claims.

Figure 4.5-18 Trends in launches of fruit and vegetables products in Sweden across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Organic

Microwaveable

Ease of Use

Premium



Time/Speed

Ethical - EnvironmentallyFriendly ProductEconomy

High/Added Fiber


238



natural, positioning, minus and ethical/environmental. Category of claims that showed a decline was plus.

Figure 4.5-19 Trends in launches of fruit and vegetables products in Sweden across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Positioning

Minus


Plus

Suitable for


239

4.5.1.9 UK


use vegetarian. Type of claims that showed an increasing trend were vegetarian, eco-friendly package,

ease of use and no additives/preservatives. Type of claims that showed a decline were microwaveable,

organic and low/no/reduced sodium.

Figure 4.5-20 Trends in launches of fruit and vegetables products in UK across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian

Microwaveable


Ease of Use

Organic

Economy

Premium




240


convenience followed by suitable for category of claims. Category of claims that showed an increasing

trend were convenience, suitable for, natural, plus, functional, positioning, minus and

ethical/environmental.

Figure 4.5-21 Trends in launches of fruit and vegetables products in South Africa across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Suitable for

Natural


Positioning

Minus

Plus

Functional

Demographic


241

4.5.2 North America


variety/new extension followed by new product and new packaging. Launch types that showed an

increasing trend was new packaging. Launch types that showed a decline were new product and new

variety/new extension.

Figure 4.5-22 Trends in launches of fruits and vegetables in North America across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


New Product

New Packaging

New Formulation

Relaunch


242


use a microwaveable claim followed by kosher type of claim. Types of claims with an increasing trend

were the following: Kosher, eco-friendly and ease of use. Type of claims that showed a decline were

microwaveable and organic.

Figure 4.5-23 Trends in launches of fruits and vegetables in North America across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Kosher


Organic

All Natural Product

Ease of Use



Premium


243


the natural, followed by convenience and suitable for category of claims. Category of claims that showed

an increase were convenience, suitable for, minus, positioning, plus and ethical/environmental. Category

of claims that showed a decline was natural.

Figure 4.5-24 Trends in launches of fruits and vegetables in North America across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Suitable for

Minus

Positioning


Functional

Plus

Demographic

Beauty enhancing


244

4.5.2.1 USA


use microwaveable. Type of claims that showed an increasing trend were Kosher no

additives/preservatives, all natural products and ease of use. Type of claims that showed a decline was

organic.

Figure 4.5-25 Trends in launches of dairy products in USA across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Kosher

Organic


All Natural Product

Ease of Use

Low/No/Reduced Fat


Premium


245



was natural, convenience, suitable for, eco-friendly, positioning, plus and the rest of the top ten claim

categories.

Figure 4.5-26 Trends in launches of dairy products in USA across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Suitable for

Minus

Positioning


Functional

Plus

Demographic

Beauty enhancing


246

4.5.2.2 Canada


claims that showed an increasing trend were microwaveable, no additives/preservatives, low/no/reduced

sugar, Kosher, economy and all natural products. Type of claims that showed a decline was organic.

Figure 4.5-27 Trends in launches of dairy products in Canada across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable


Kosher

Organic

Ease of Use


All Natural Product




247



were natural, minus, positioning, and suitable for. Category of claims that showed a decline was natural.

Figure 4.5-28 Trends in launches of dairy products in Canada across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Suitable for

Minus

Positioning


Plus

Functional

Demographic


248

4.5.3 South America



were new variety/range extension and new packaging formats. Launch types that showed a decline trend

was new product format.

Figure 4.5-29 Trends in launches of fruits and vegetables in South America across launch types

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


249


use gluten free and low/no reduced allergen. Types of claims with an increasing trend were the following:

gluten free, eco-friendly package, ease of use, Kosher and no additives/preservatives. Launch types that

showed a decline was all natural products.

Figure 4.5-30 Trends in launches of fruits and vegetables in South America across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free


All Natural Product

Ethical - EnvironmentallyFriendly PackageKosher

Microwaveable

Ease of Use

Premium

Organic


250


the suitable for, followed by the natural category of claims. Category of claims that showed an increase

were natural, suitable for, convenience, minus, plus, functional and ethical/environmental.

Figure 4.5-31 Trends in launches of fruits and vegetables in South America across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Convenience


Positioning

Minus

Plus

Functional

Demographic

Free from


251

4.5.3.1 Brazil


belong to low/no/reduced allergen and gluten free. Type of claims that showed an increasing trend were

microwaveable, no additives/preservatives and eco-friendly package.

Figure 4.5-32 Trends in launches of dairy products in Brazil across type of claims

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free


All Natural Product


Microwaveable

Organic

Ethical - Charity

Premium


252


suitable for followed by natural category of claims. Category of claims that showed an increasing trend

were suitable for, eco-friendly package and convenience.

Figure 4.5-33 Trends in launches of dairy products in Brazil across type of claim category

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural


Convenience

Positioning

Minus

Plus

Functional

Demographic


253

4.5.3.2 Argentina


belong to eco-friendly package. Type of claims that showed an increasing trend was eco-friendly package.

The rest type of claims do not show any significant trend.

Figure 4.5-34 Trends in launches of dairy products in Argentina across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s



Gluten-Free

Kosher

Microwaveable

Economy

Ease of Use


Premium


254


ethical and environmental category of claims. Category of claims that showed an increasing trend were

ethical and environmental, suitable for, convenience and minus. Category of claims that showed a decline

was natural.

Figure 4.5-35 Trends in launches of dairy products in Argentina across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Ethical & environmentalSuitable forNaturalConveniencePositioningMinusPlusFunctional


255

4.5.3.3 Mexico


claims that showed an increasing trend were Kosher, convenient packaging, organic, eco-friendly

packaging, ease of use and premium. Type of claims that showed a decline were all natural products and

economy.

Figure 4.5-36 Trends in launches of dairy products in Mexico across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher

All Natural Product


Ease of Use

Microwaveable


Organic


Premium


256


natural category of claims. Category of claims that showed an increasing trend were natural, convenience,

suitable for, ethical & environmental and plus.

Figure 4.5-37 Trends in launches of dairy products in Mexico across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Suitable for

Positioning

Minus


Plus

Functional

Demographic


257

4.5.4 Asia



packaging formats, whereas new product showed a declined trend.

Figure 4.5-38 Trends in launches of fruits and vegetables in Asia across launch types

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Packaging

New Formulation


258


use no additives/preservatives claim followed by vegetarian. Types of claims with an increasing trend

were the following: no additives/preservatives, vegetarian, premium, eco-friendly package and the rest of

the top ten types of claims. A type of claims with a decline was low/no/reduced fat.

Figure 4.5-39 Trends in launches of fruits and vegetables in Asia across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Vegetarian

Microwaveable

Premium

Halal


Low/No/Reduced Fat

Ease of Use

All Natural Product


259


the natural, followed by the suitable for category of claims. Category of claims that showed an increase

were natural, suitable for, convenience, positioning, functional and ethical/environmental. Category of

claims that showed a decline were minus and plus.

Figure 4.5-40 Trends in launches of fruits and vegetables in Asia across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Suitable for

Convenience

Positioning

Minus


Plus

Functional

Demographic


260

4.5.4.1 China


have a no additives/preservatives claim. Types of claims that showed an increasing trend were ease of use,

and no additives/preservatives. Types of claims that showed a decline was eco-friendly package.

Figure 4.5-41 Trends in launches of fruits and vegetables products in China across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Ease of Use

High Protein

Ethical - EnvironmentallyFriendly ProductVitamin/Mineral Fortified

All Natural Product


Organic

Premium

High/Added Fiber


261


the natural. Category of claims that showed an increasing trend were natural, convenience and suitable for.

Category of claims that showed a decline was ethical/environmental and functional.

Figure 4.5-42 Trends in launches of fruits and vegetables products in China across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Plus

Minus


Functional

Positioning

Suitable for

Demographic


262

4.5.4.2 Japan


have an eco-friendly package claim, followed by economy and premium. Types of claims that showed an

increasing trend were economy, an eco-friendly package, premium and ease of use. Types of claims that

showed a decline was microwaveable.

Figure 4.5-43 Trends in launches of fruits and vegetables products in Japan across type of claims

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Economy

Ethical - EnvironmentallyFriendly PackageEthical - EnvironmentallyFriendly ProductPremium

Microwaveable

Organic


Ease of Use

GMO-Free

Time/Speed


263


the positioning, followed by the ethical and environmental category of claims. Category of claims that

showed an increasing trend were positioning, ethical and environmental and convenience. Category of

claims that showed a decline was natural.

Figure 4.5-44 Trends in launches of fruits and vegetables products in Japan across type of claim category

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Positioning


Convenience

Natural

Plus

Minus

Beauty enhancing


264

4.5.4.3 South Korea

Figure 4.5-45 depicts the distribution of launches across type of claim made on the product. Types of

claims that showed an increasing trend ease of use, convenient packaging, no additives/preservatives and

time/speed.

Figure 4.5-45 Trends in launches of fruits and vegetables products in South Korea across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Ease of Use



Time/Speed

Organic

Ethical - EnvironmentallyFriendly ProductPremium


Microwaveable

Hormone Free


265


the convenience. Category of claims that showed an increasing trend were natural, convenience and

ethical and environmental. Category of claims that showed decline was minus.

Figure 4.5-46 Trends in launches of fruits and vegetables products in South Korea across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Positioning


Plus

Minus

Free from


266

4.5.4.4 India


have a vegetarian claim. Types of claims that showed an increasing trend was vegetarian and organic.

Launch types that showed a decline was microwaveable. Types of claims that showed a decline was halal.

Figure 4.5-47 Trends in launches of fruits and vegetables products in India across type of claims

0

10

20

30

40

50

60

70

80

90

100

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian


Premium

Organic

All Natural Product

Microwaveable

Ease of Use

Halal

Low/No/Reduced Fat

High/Added Fiber


267



trend were suitable for, natural and positioning. Category of claims that showed a decline was minus.

Figure 4.5-48 Trends in launches of fruits and vegetables products in India across type of claim category

0

10

20

30

40

50

60

70

80

90

100

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Positioning

Convenience

Minus


Plus

Functional

Free from


268



followed by new variety/new extension. Launch types that showed an increasing trend were new products

and new packaging formats, whereas new variety/extension showed a decline.

Figure 4.5-49 Trends in launches of fruits and vegetables in Middle East and Africa across launch types

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


269


use no additives/preservatives. Types of claims with an increasing trend were Kosher and halal. Launch

types that showed a decline were.

Figure 4.5-50 Trends in launches of fruits and vegetables in Middle East and Africa across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Kosher

Microwaveable

Halal

Ease of Use

Premium

Economy

Vegetarian

GMO-Free

Organic


270


the natural, followed by the convenience and suitable for category of claims. Category of claims that

showed an increase were suitable for and ethical/environmental and the rest of the top ten type of claims.

Figure 4.5-51 Trends in launches of fruits and vegetables in Middle East and Africa across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Suitable for

Convenience

Positioning

Minus


Plus

Functional

Demographic


271

4.5.5.1 Egypt


have a no additives/preservatives claim. Types of claims that showed an increasing trend were premium

and convenient packaging. Types of claims that showed a decline were no additives/preservatives, and all

natural product.

Figure 4.5-52 Trends in launches of fruits and vegetables products in Egypt across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Premium


All Natural Product

Organic

GMO-Free

Ease of Use

Microwaveable

Vegetarian

Time/Speed


272


the natural, followed by the positioning category of claims. Category of claims that showed an increasing

trend were positioning, convenient and suitable for. Category of claims that showed a decline was natural.

Figure 4.5-53 Trends in launches of fruits and vegetables products in Egypt across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Positioning

Convenience

Suitable for

Minus

Plus


Functional


273

4.5.5.2 Israel


have a kosher claim. Types of claims that showed an increasing trend was all natural products. Types of

claims that showed a decline were Kosher, microwaveable, organic, and gluten free.

Figure 4.5-54 Trends in launches of fruits and vegetables products in Israel across type of claims

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher

Microwaveable

All Natural Product



Organic


Gluten-Free

Ease of Use



274


the suitable for category of claims. Category of claims that showed an increasing trend was convenience.

Category of claims that showed a decline were suitable for, natural and minus.

Figure 4.5-55 Trends in launches of fruits and vegetables products in Israel across type of claim category

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Convenience

Natural

Minus

Positioning

Demographic


275



have no additives/preservatives. Types of claims that showed an increasing trend were no

additives/preservatives, GMO free, economy, all natural products and premium. Types of claims that

showed a decline was microwaveable.

Figure 4.5-56 Trends in launches of fruits and vegetables products in Saudi Arabia across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


GMO-Free

Premium

Microwaveable

Ease of Use

All Natural Product

Ethical - EnvironmentallyFriendly PackageLow/No/Reduced Sodium


Economy


276


the natural category of claims. Category of claims that showed an increasing trend were natural,

convenience, positioning, plus and eco-friendly package.

Figure 4.5-57 Trends in launches of fruits and vegetables products in Saudi Arabia across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Positioning

Convenience


Suitable for

Minus

Plus


277



claims that showed an increasing trend were halal, kosher, ease of use, time/speed, no

additives/preservatives, and vegetarian

Figure 4.5-58 Trends in launches of fruits and vegetables products in South Africa across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Halal

Kosher

Microwaveable


Economy

Ease of Use

Vegetarian

Time/Speed

Low/No/Reduced Fat



278


the convenience and suitable for category of claims. Category of claims that showed an increasing trend

were suitable for, convenience, natural, positioning, and ethical and environmental. Category of claims

that showed a decline was plus.

Figure 4.5-59 Trends in launches of fruits and vegetables products in South Africa across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

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s

Suitable for

Convenience

Natural

Positioning

Minus


Plus

Functional


279

4.6 Meals and Meal Centers

4.6.1 Europe

Figure 4.6-1 depicts the distribution of launches across type of launch. Most launches are new products.

Launch types that showed an increasing trend was new products.

Figure 4.6-1 Trends in launches of meals and meal centers in Europe across launch types

0

10

20

30

40

50

60

2011 2010 2006 2009 2007 2008

Perc

ent o

f Lau

nche

s

New Product

New Formulation

New Packaging


280


use a microwaveable claim, followed by no additives/preservatives. Types of claims with an increasing

trend were the following: low/.no./reduced calorie, ease of use and premium. Types of claims that showed

a decline were microwaveable, no additives/preservatives, time/speed, eco-friendly package and

vegetarian.

Figure 4.6-2 Trends in launches of meals and meal centers in Europe across type of claims

0

5

10

15

20

25

30

35

40

45

2010 2011 2008 2009 2006 2007

Perc

ent o

f Lau

nche

s

Microwaveable


Time/Speed


Vegetarian

Low/No/Reduced Fat

Premium




281


the convenience followed by natural category of claims. Category of claims that showed a decline were

natural, convenience and eco-friendly package.

Figure 4.6-3 Trends in launches of meals and meal centers in Europe across type of claim category

0

10

20

30

40

50

60

2010 2011 2009 2008 2007 2006

Perc

ent o

f Lau

nche

s

Convenience

Natural

Minus


Suitable for

Positioning

Functional

Plus

Demographic


282

4.6.1.1 Denmark


claims that showed an increasing trend were time/speed, organic and ease of use. Types of claims that

showed a decline were microwaveable and low/no/reduced fat.

Figure 4.6-4 Trends in launches of meals and meal centers in Denmark across type of claims

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed


Ease of Use

Low/No/Reduced Fat

Organic


Premium

High/Added Fiber



283


the convenience, followed by the natural category of claims. Category of claims that showed an increasing

trend were natural, positioning, and ethical and plus. Category of claims that showed were convenience

and minus.

Figure 4.6-5 Trends in launches of meals and meal centers in Denmark across type of claim category

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Minus

Positioning

Suitable for

Plus



284

4.6.1.2 France


have a microwaveable claim, followed by time/speed claim. Types of claims that showed an increasing

trend were microwaveable, time/speed, eco-friendly package, no additives/preservatives and ease of use.

Types of claims that showed a decline was low/no/reduced calorie.

Figure 4.6-6 Trends in launches of meals and meal centers in France across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed


Ease of Use




Economy

Organic


285


the convenience. Category of claims that showed an increasing trend were convenience, natural, suitable

for, and ethical/environmental. Category of claims that showed a decline were minus. Category of claims

that showed a decline was minus.

Figure 4.6-7 Trends in launches of meals and meal centers in France across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Minus


Positioning

Suitable for

Functional

Plus

Demographic


286

4.6.1.3 Germany


use a microwaveable claim, followed by no additives/preservatives. Types of claims that showed an

increasing trend were no microwaveable, no additive/preservatives and time/speed. Types of claims that

showed a decline were low/no/reduced fat, organic and ease of use.

Figure 4.6-8 Trends in launches of meals and meal centers in Germany across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable


Time/Speed

Low/No/Reduced Fat

Ease of Use

Organic


Premium

Ethical - EnvironmentallyFriendly PackageSlimming


287


the convenience, followed by natural category of claims. Category of claims that showed an increasing

trend were natural, positioning, suitable for, and ethical/environmental. Category of claims that showed a

decline were minus and convenience.

Figure 4.6-9 Trends in launches of meals and meal centers in Germany across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Minus

Positioning

Suitable for


Functional

Demographic

Plus


288

4.6.1.4 Italy


have microwaveable and time/speed claims. Types of claims that showed an increase were

microwaveable, time/speed, premium and convenient packaging.no additives/preservatives, organic,

low/no/reduced allergen, low/no/reduced lactose and economy. Types of claims that showed a decline

were ease of use and no additives/preservatives

Figure 4.6-10 Trends in launches of meals and meal centers in Italy across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed

Ease of Use



Gluten-Free

Premium

Economy



289


the convenience category of claims. Category of claims that showed an increasing trend were

convenience, positioning, suitable for and ethical/environmental. Category of claims that showed a decline

were plus and functional.

Figure 4.6-11 Trends in launches of meals and meal centers in Italy across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Positioning

Minus


Suitable for

Demographic

Plus

Functional


290

4.6.1.5 Poland


claims that showed an increasing trend were microwaveable, economy, time/speed and no additives.

Types of claims that showed a decline was cobranded.

Figure 4.6-12 Trends in launches of meals and meal centers in Poland across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed


Ease of Use

Economy

Cobranded

Organic





291



convenience, minus and natural. Category of claims that showed a decline was positioning.

Figure 4.6-13 Trends in launches of meals and meal centers in Poland across type of claim category

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Positioning

Minus


Suitable for

Demographic


292

4.6.1.6 Russia


claims that showed an increasing trend were no additives/preservatives, microwaveable, time/speed, ease

of use, GMO free, convenient packaging and economy.

Figure 4.6-14 Trends in launches of meals and meal centers in Russia across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed


Ease of Use

GMO-Free


Economy

Premium

Vegetarian



293


the convenience, followed by the natural and positioning for category of claims. Category of claims that

showed an increasing trend were convenience, natural and positioning. Category of claims that showed

was demographic.

Figure 4.6-15 Trends in launches of meals and meal centers in Russia across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Positioning

Suitable for

Demographic

Plus


Minus


294

4.6.1.7 Spain


use a microwaveable claim, followed time/speed type of claim. Types of claims that showed an increasing

trend were microwaveable, time/speed and the rest top ten types of claims.

Figure 4.6-16 Trends in launches of meals and meal centers in Spain across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed


Ease of Use



Gluten-Free

Ethical - EnvironmentallyFriendly PackageAll Natural Product

Ethical - Animal


295



trend were natural, time/speed, positioning, suitable for and ethical/environmental. Category of claims that

showed a decline were convenience, plus and demographic.

Figure 4.6-17 Trends in launches of meals and meal centers in Spain across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural


Suitable for

Positioning

Minus

Plus

Demographic

Functional


296

4.6.1.8 Sweden


use a microwaveable claim, followed by time/speed. Types of claims that showed an increasing trend were

time/speed, vegetarian, no additives/preservatives and ethical environmentally friendly package. Types of

claims that showed a decline was microwaveable.

Figure 4.6-18 Trends in launches of meals and meal centers in Sweden across type of claims

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed

Ease of Use

Low/No/Reduced Fat


Wholegrain


High Protein

Vegetarian


297


the convenience category of claims. Category of claims that showed an increasing trend were natural,

suitable for, and ethical and environmental. Category of claims that showed a decline were convenience

and minus.

Figure 4.6-19 Trends in launches of meals and meal centers in Sweden across type of claim category

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Minus

Positioning


Suitable for

Plus

Functional


298

4.6.1.9 UK


use no additives/preservatives claim, followed a microwaveable type of claim. Types of claims that

showed an increasing trend were no additives/preservatives, microwaveable, ethical environmentally

friendly package. Types of claims that showed a decline was ethical-animal.

Figure 4.6-20 Trends in launches of meals and meal centers in UK across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Microwaveable



Low/No/Reduced Fat

Premium

Ease of Use

Time/Speed

Ethical - Animal


299


showed an increasing trend were convenience, natural, suitable for, positioning and ethical/environmental.

Types of claims that showed a decline was demographic.

Figure 4.6-21 Trends in launches of meals and meal centers in UK across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural


Minus

Suitable for

Positioning

Functional

Demographic

Plus

Free from


300

4.6.2 North America


followed by new variety/extension and new packaging. Launch types that showed an increasing trend

were new products and new packaging formats. Launch types that showed a decline was new

variety/extension.

Figure 4.6-22 Trends in launches of meals and meal centers in North America across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation


301


use a microwaveable. Types of claims that showed an increasing trend were time/speed, eco-friendly

package, and no additives/preservatives. Types of claims that showed a decline was microwaveable and

low/no/reduced fat.

Figure 4.6-23 Trends in launches of meals and meal centers in North America across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed

Ease of Use




Low/No/Reduced Fat

Premium

Organic


302


the convenience followed by the natural category of claims. Category of claims that showed an increasing

trend were natural, positioning, suitable for and ethical/environmental. Category of claims that showed a

decline was convenience.

Figure 4.6-24 Trends in launches of meals and meal centers in North America across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Minus

Positioning


Suitable for

Functional

Plus

Demographic

Free from


303

4.6.2.1 USA


use a microwaveable claim. Types of claims that showed an increasing trend were microwaveable,

time/speed, low/no./reduced trans-fat, and ease of use. Types of claims that showed a decline were

low/no/reduced fat and organic.

Figure 4.6-25 Trends in launches of meals and meal centers in USA across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed

Ease of Use



All Natural Product


Low/No/Reduced Fat

Organic


304



trend were convenience, and ethical and environmental. Category of claims that showed a decline was

minus.

Figure 4.6-26 Trends in launches of meals and meal centers in USA across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Minus

Positioning


Suitable for

Functional

Plus

Demographic

Free from


305

4.6.2.2 Canada


use a microwaveable claim Types of claims that showed an increasing trend was ethical-environmentally

friendly package. Types of claims that showed a decline were microwaveable, time/speed, low/no/reduced

trans-fat and vegetarian.

Figure 4.6-27 Trends in launches of meals and meal centers in Canada across type of claims

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed


Ease of Use


Low/No/Reduced Fat

Vegetarian


Organic


306


the convenience category of claims. Category of claims that showed an increasing trend were ethical&

environmental and positioning. Category of claims that showed a decline were convenience, natural,

minus, plus and suitable for.

Figure 4.6-28 Trends in launches of meals and meal centers in Canada across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

ConvenienceNaturalEthical & environmentalMinusSuitable forPositioningPlusFunctionalDemographic


307

4.6.3 South America



was new packaging format, whereas new products and new variety/new extension showed a decline.

Figure 4.6-29 Trends in launches of meals and meal centers in South America across launch types

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


308


use a microwaveable claim, followed by time/speed claim. Types of claims that showed an increasing

trend were microwaveable, ease of use, eco-friendly package and low/no/reduced trans-fat. Types of

claims that showed a decline was time/speed.

Figure 4.6-30 Trends in launches of meals and meal centers in South America across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed

Ease of Use



Premium

All Natural Product


Low/No/Reduced Fat


309

Figure 4.6-31 depict the distribution of launches across type of claim category. Most launches belong to


convenience, suitable for, positioning and ethical/environmental.

Figure 4.6-31 Trends in launches of meals and meal centers in South America across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

ConvenienceNaturalEthical & environmentalMinusPositioningSuitable forDemographicPlusFunctionalFree from


310

4.6.3.1 Brazil


use a microwaveable claim followed by time/speed. Types of claims that showed an increasing trend were

microwaveable, low/no/reduced fat and eco-friendly package. Types of claims that showed a decline were

time/speed and no additives/preservatives.

Figure 4.6-32 Trends in launches of meals and meal centers in Brazil across type of claims

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed

Ease of Use



Low/No/Reduced Fat


Ethical - Charity



311


the convenience claim. Category of claims that showed an increasing trend were convenience and

ethical/environmental. Category of claims that showed a decline were natural and minus.

Figure 4.6-33 Trends in launches of meals and meal centers in Brazil across type of claim category

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

ConvenienceEthical & environmentalMinusNaturalPositioningSuitable forDemographicPlusFunctional


312

4.6.3.2 Argentina


use a microwaveable claim. Types of claims that showed an increasing trend were time/speed and ease of

use. Types of claims that showed a decline were microwaveable and no additives/preservatives.

Figure 4.6-34 Trends in launches of meals and meal centers in Argentina across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed

Ease of Use


Premium

Children (5-12)



On-the-Go



313


convenience category of claims. Category of claims that showed an increasing trend was ethical and

environmental. Category of claims that showed a decline were convenience, natural, positioning and

minus.

Figure 4.6-35 Trends in launches of meals and meal centers in Argentina across type of claim category

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Minus

Positioning

Demographic


Suitable for

Plus

Functional


314

4.6.3.3 Mexico


use microwaveable claim. Types of claims that showed an increasing trend were microwaveable, ease of

use, no additives/preservatives, convenient packaging and all natural products. Types of claims that

showed a decline were time/speed and children.

Figure 4.6-36 Trends in launches of meals and meal centers in Mexico across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed

Ease of Use



All Natural Product



Children (5-12)


315



trend were convenience, natural, eco-friendly package, suitable for and positioning. Category of claims

that showed a decline were demographic and plus.

Figure 4.6-37 Trends in launches of meals and meal centers in Mexico across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Positioning

Minus


Suitable for

Plus

Demographic

Functional

Free from


316

4.6.4 Asia

Figure 4.6-38 depicts the distribution of launches across type of launch. Most launches are new products.

Launch types that showed an increasing trend were new products and new packaging and new formulation

formats.

Figure 4.6-38 Trends in launches of meals and meal centers in Asia across launch types

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Packaging

New Formulation


317


use a low time/speed claim, followed by microwaveable. Types of claims that showed an increasing trend

were time/speed/ease of use, vegetarian eco-friendly package. Types of claims that showed a decline were

microwaveable and halal.

Figure 4.6-39 Trends in launches of meals and meal centers in Asia across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Time/Speed

Microwaveable


Ease of Use

Halal

Vegetarian

Low/No/Reduced Fat

Premium




318



trend were convenience, positioning, minus and ethical/environmental.

Figure 4.6-40 Trends in launches of meals and meal centers in Asia across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Suitable for

Positioning

Minus


Plus

Demographic

Functional


319

4.6.4.1 China


use no time/speed claim. Types of claims that showed an increasing trend were time/speed, halal, and

economy. Types of claims that showed a decline were no additives/preservatives and event

merchandising.

Figure 4.6-41 Trends in launches of meals and meal centers in China across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Time/Speed

Microwaveable


Halal

Ease of Use

Event Merchandising

Economy

Children (5-12)

Low/No/Reduced Fat

High Protein


320


the convenience claim. Category of claims that showed an increasing trend were convenience and suitable

for. Category of claims that showed a decline was natural

Figure 4.6-42 Trends in launches of meals and meal centers in China across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Positioning

Suitable for

Plus

Minus


Demographic

Functional


321

4.6.4.2 Japan


use a time/speed followed by microwaveable claim. Types of claims that showed an increasing trend were

time/speed, microwaveable, limited edition, economy and premium.

Figure 4.6-43 Trends in launches of meals and meal centers in Japan across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Time/Speed

Microwaveable


Limited Edition

Ease of Use

Economy

Premium

Seasonal




322


the convenience, followed by the positioning category of claims. Category of claims that showed an

increasing trend were convenience, positioning, minus, and the rest top ten category claims.

Figure 4.6-44 Trends in launches of meals and meal centers in Japan across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Positioning

Minus

Demographic

Natural


Plus

Functional

Suitable for


323

4.6.4.3 South Korea


claims that showed an increasing trend were no microwaveable, time/speed, ease of use, no

additives/preservatives and low/no/reduced trans-fat. Types of claims that showed a decline were

low/no/reduced calorie and children.

Figure 4.6-45 Trends in launches of meals and meal centers in South Korea across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed


Ease of Use



Premium



Children (5-12)


324



convenience, natural, positioning and functional. Category of claims that showed a decline was minus.

Figure 4.6-46 Trends in launches of meals and meal centers in South Korea across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Minus

Positioning

Plus

Functional

Demographic


325

4.6.4.4 India



additives/preservatives, time/speed, ease of use, all natural product, halal and low/no/reduced trans-fat.

Types of claims that showed a decline were eco-friendly package and microwaveable.

Figure 4.6-47 Trends in launches of meals and meal centers in India across type of claims

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian


Microwaveable

Time/Speed

Ease of Use

All Natural Product



Halal


326


the convenience and suitable for followed by natural category of claims. Category of claims that showed

an increasing trend were convenience, natural, minus and suitable for. Category of claims that showed a

decline were ethical and environmental and plus.

Figure 4.6-48 Trends in launches of meals and meal centers in India across type of claim category

0

10

20

30

40

50

60

70

80

90

100

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Suitable for

Natural

Minus


Plus

Positioning

Functional

Demographic


327




trend were new products and new packaging formats. Launch types that showed a decline were new

variety/range extension and new formulation.

Figure 4.6-49 Trends in launches of meals and meal centers in Middle East and Africa across launch types

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


328


use a microwaveable claim. Types of claims that showed an increasing trend were microwaveable,

time/speed, halal, ease of use, eco-friendly package, low/no/reduced fat and vegetarian. Types of claims

that showed a decline was no additives/preservatives

Figure 4.6-50 Trends in launches of meals and meal centers in Middle East and Africa across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed


Halal

Ease of Use


Vegetarian

Kosher

On-the-Go


329


the convenience, followed by suitable for category of claims. Category of claims that showed an

increasing trend were suitable for, natural, convenience and ethical and environmental

Figure 4.6-51 Trends in launches of meals and meal centers in Middle East and Africa across type of claim category

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Suitable for

Natural


Minus

Positioning

Plus

Demographic

Functional

Free from


330

4.6.5.1 Egypt


claims that showed an increasing trend were halal, no additives/preservatives, time/speed, ease of use,

eco-friendly package and vegetarian.

Figure 4.6-52 Trends in launches of meals and meal centers in Egypt across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Halal

Time/Speed


Microwaveable

Ease of Use


Vegetarian

GMO-Free



331


showed an increasing trend were convenience, suitable for, natural, natural, suitable for and


Figure 4.6-53 Trends in launches of meals and meal centers in Egypt across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Suitable for

Natural


Minus

Plus

Positioning

Demographic

Functional


332

4.6.5.2 Israel


use kosher claim. Types of claims that showed an increasing trend Kosher ease of use, all natural product,

low/no/reduced allergen and time/speed. Launch types that showed a decline were no

additives./preservatives, microwaveable.

Figure 4.6-54 Trends in launches of meals and meal centers in Israel across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher


Microwaveable

Time/Speed

Ease of Use

All Natural Product

Low/No/Reduced Fat


On-the-Go

Gluten-Free


333


the convenience claim. Category of claims that showed an increasing trend were convenience, suitable for,

natural and suitable for. Category of claims that showed a decline were minus and positioning.

Figure 4.6-55 Trends in launches of meals and meal centers in Israel across type of claim category

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Suitable for

Natural

Minus

Demographic

Plus

Positioning



334



claims that showed an increasing trend were microwaveable, halal, ease of use, no additives/preservatives.

Types of claims that showed a decline were time/speed and low/no/reduced fat.

Figure 4.6-56 Trends in launches of meals and meal centers in Saudi Arabia across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Halal


Time/Speed

Ease of Use

Vegetarian

Premium

Low/No/Reduced Fat



335


the convenience, followed by the suitable for category of claims. Category of claims that showed an

increasing trend were convenience, natural and suitable for category of claims. Category of claims that

showed a decline was minus.

Figure 4.6-57 Trends in launches of meals and meal centers in Saudi Arabia across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Suitable for

Natural

Minus


Positioning

Plus


336



use microwaveable. Types of claims that showed an increasing trend were microwaveable, time/speed, no

additives/preservatives, low/no/reduced cholesterol and low/no/reduced fat.

Figure 4.6-58 Trends in launches of meals and meal centers in South Africa across type of claims

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed

Ethical - EnvironmentallyFriendly PackageHalal

Ease of Use


Vegetarian

Low/No/Reduced Fat

On-the-Go



337



suitable for, minus, natural, positioning and ethical/environmental.

Figure 4.6-59 Trends in launches of meals and meal centers in South Africa across type of claim category

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

ConvenienceSuitable forEthical & environmentalNaturalMinusPositioningFunctionalDemographicPlus


338

4.7 Processed Fish Meat and Egg Products

4.7.1 Europe


variety/range extension followed by new product. Launch types that showed an increasing trend were new

products and new packaging formats, whereas new variety/range extension shows a decline.

Figure 4.7-1 Trends in launches of processed fish meat and egg products in Europe across launch types

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


New Packaging

New Formulation

Relaunch


339


claims with an increasing trend were the following: no additives/preservatives, low/no/reduced allergen,

gluten free, eco-friendly package, and ease of use. Launch types that showed a decline were

low/no/reduced fat and time/speed.

Figure 4.7-2 Trends in launches of processed fish meat and egg products in Europe across type of claims

0

2

4

6

8

10

12

14

16

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

No Additives /PreservativesMicrowaveable

Low/No/Red. Allergen

Low/No/Red. Fat

Premium

Gluten-Free

Ease of Use

Eco-Friendly Package

Time/Speed


340


the convenience followed by the natural, category of claims. Category of claims that showed an increase

were natural, convenience, suitable for, positioning, and ethical/environmental. Category of claims that

showed a decline was minus.

Figure 4.7-3 Trends in launches of processed fish meat and egg products in Europe across type of claim category

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Suitable for

Positioning


Minus

Plus

Demographic

Functional


341

4.7.1.1 Denmark


claims that showed an increasing trend were economy and organic. Types of claims that showed a decline

were low/no/reduced fat, microwaveable, convenient packaging, premium, seasonal and halal.

Figure 4.7-4 Trends in launches of processed fish meat and egg products in Denmark across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Economy

Low/No/Reduced Fat

Organic

Microwaveable


Halal

Ethical - EnvironmentallyFriendly ProductSeasonal

Premium



342


showed an increasing trend were ethical and environmental, convenient and plus. Category of claims that

showed a decline was positioning, natural and minus

Figure 4.7-5 Trends in launches of processed fish meat and egg products in Denmark across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Positioning

Convenience

Natural

Suitable for

Minus


Demographic

Plus

Functional


343

4.7.1.2 France


have microwaveable claim. Types of claims that showed an increasing trend were time/speed,

low/no/reduced fat, organic, and convenient packaging. Types of claims that showed a decline were

microwaveable, economy and premium.

Figure 4.7-6 Trends in launches of processed fish meat and egg products in France across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Time/Speed


Ease of Use

Low/No/Reduced Fat

Organic

Premium


Economy


344


the convenience claim. Category of claims that showed an increasing trend were convenience, natural, and

ethical/environmental. Category of claims that showed a decline were positioning, minus and

demographic.

Figure 4.7-7 Trends in launches of processed fish meat and egg products in France across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Positioning

Minus


Suitable for

Plus

Demographic

Functional


345

4.7.1.3 Germany


claims that showed an increasing trend were no additives/preservatives, premium, low/no/reduced lactose,

organic and ease of use. Types of claims that showed a decline was low/no/ reduced fat

Figure 4.7-8 Trends in launches of processed fish meat and egg products in Germany across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Premium


Low/No/Reduced Fat

Organic



Gluten-Free

Microwaveable

Ease of Use

Ethical - EnvironmentallyFriendly Product


346



positioning, convenience, suitable for, and ethical/environmental. Category of claims that showed a

decline were plus, minus and functional.

Figure 4.7-9 Trends in launches of processed fish meat and egg products in Germany across type of claim category

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Positioning

Convenience

Suitable for

Minus


Demographic

Plus

Functional


347

4.7.1.4 Italy


claims that showed an increase were low/no/reduced fat, gluten free, low/no/reduced allergen,

low/no/reduced lactose, microwaveable and economy. Types of claims that showed a decline was

convenient packaging.

Figure 4.7-10 Trends in launches of processed fish meat and egg products in Italy across type of claims

0

2

4

6

8

10

12

14

16

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free

Ease of Use

Time/Speed

Low/No/Reduced Fat


Microwaveable



Economy


348



convenience, suitable for, ethical/environmental, minus, positioning, plus and demographic. Category of

claims that showed a decline were plus and functional.

Figure 4.7-11 Trends in launches of processed fish meat and egg products in Italy across type of claim category

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Suitable for

Natural

Minus

Positioning


Demographic

Plus

Functional


349

4.7.1.5 Poland


claims that showed an increasing trend were premium, no additives/preservatives, convenient packaging

and low/no/reduced fat. Types of claims that showed a decline was children.

Figure 4.7-12 Trends in launches of processed fish meat and egg products in Poland across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Premium


Organic

Microwaveable

Ethical - Animal


Gluten-Free

Children (5-12)

Low/No/Reduced Fat



350


showed an increasing trend were natural, positioning, convenience, plus, suitable for, ethical and

environmental and demographic.

Figure 4.7-13 Trends in launches of processed fish meat and egg products in Poland across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Positioning

Convenience


Minus

Suitable for

Demographic

Plus

Functional


351

4.7.1.6 Russia


claims that showed an increasing trend were GMO free, no additives/preservatives, ease of use, gluten

free, microwaveable and economy.

Figure 4.7-14 Trends in launches of processed fish meat and egg products in Russia across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

GMO-Free

Ease of Use


Premium

Microwaveable



Gluten-Free

Economy

Children (5-12)


352


showed an increasing trend were natural, convenience, positioning, suitable for and ethical

&environmental Category of claims that showed a decline was demographic.

Figure 4.7-15 Trends in launches of processed fish meat and egg products in Russia across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Positioning

Suitable for

Functional


Minus

Demographic

Plus


353

4.7.1.7 Spain


use a low/no/reduced allergen claim. Types of claims that showed an increasing trend were

low/no/reduced allergen, gluten free, microwaveable, ethical-animal, time/speed and no

additives/preservatives. Types of claims that showed a decline was vitamin/mineral fortified and added

calcium.

Figure 4.7-16 Trends in launches of processed fish meat and egg products in Spain across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free


Microwaveable


Time/Speed

Low/No/Reduced Fat

Ethical - Animal

Ease of Use

Economy


354


the convenience, followed by the suitable for category of claims. Category of claims that showed an

increasing trend were convenience, natural, suitable for, functional and positioning. Category of claims

that showed a decline were minus and demographic.

Figure 4.7-17 Trends in launches of processed fish meat and egg products in Spain across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Suitable for


Natural

Minus

Positioning

Plus

Demographic

Functional


355

4.7.1.8 Sweden


claims that showed an increasing trend were low/no/reduced allergen, gluten free, low/no/reduced lactose,

premium, convenient packaging and ease of use. Types of claims that showed a decline was

low/no/reduced fat.

Figure 4.7-18 Trends in launches of processed fish meat and egg products in Sweden across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free


Microwaveable

Premium

Organic

Low/No/Reduced Fat


Ease of Use

Ethical - Animal


356


showed an increasing trend were convenience, suitable for, positioning, plus and ethical and

environmental. Category of claims that showed a decline was minus.

Figure 4.7-19 Trends in launches of processed fish meat and egg products in Sweden across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Convenience

Positioning

Natural


Minus

Demographic

Plus

Functional


357

4.7.1.9 UK


use ethical environmentally friendly package claim. Types of claims that showed an increasing trend were

ethical environmentally friendly package, ease of use, and eco-friendly product. Types of claims that

showed a decline were no additives/preservatives and low/no/reduced fat.

Figure 4.7-20 Trends in launches of processed fish meat and egg products in UK across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Ethical - EnvironmentallyFriendly PackageMicrowaveable

Premium

Ease of Use

Ethical - Animal

Vegetarian

Low/No/Reduced Fat


Ethical - EnvironmentallyFriendly Product


358


showed an increasing trend were convenience, positioning, suitable for, and ethical/environmental.

Category of claims that showed a decline was natural

Figure 4.7-21 Trends in launches of processed fish meat and egg products in UK across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural


Convenience

Positioning

Minus

Suitable for

Plus

Functional

Demographic


359

4.7.2 North America


variety/extension, followed by new product and new packaging. Launch types that showed an increasing

trend was new packaging format. Launch types that showed a decline were new variety/extension and new

product.

Figure 4.7-22 Trends in launches of processed fish meat and egg products in North America across launch types

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


New Packaging

New Formulation


360


use a microwaveable claim. Types of claims that showed an increasing trend were no

additives/preservatives, ease of use and convenient package. Types of claims that showed a decline were

microwaveable, low/no/reduced fat, premium, all natural product and time/speed.

Figure 4.7-23 Trends in launches of processed fish meat and egg products in North America across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable


Ease of Use

Low/No/Reduced Fat

Premium

All Natural Product


Time/Speed




361


the convenience followed by the minus and natural category of claims. Category of claims that showed an

increasing trend were convenience, natural, suitable for and ethical/environmental.

Figure 4.7-24 Trends in launches of processed fish meat and egg products in North America across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Minus

Natural

Suitable for

Positioning


Free from

Plus

Functional

Demographic


362

4.7.2.1 USA


use a microwaveable claim. Types of claims that showed an increasing trend were microwaveable, no

additives/preservatives, all natural products, kosher, and time/speed.

Figure 4.7-25 Trends in launches of processed fish meat and egg products in USA across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable


Ease of Use

Low/No/Reduced Fat

All Natural Product

Premium


Time/Speed


Kosher


363

Figure 4.7-26depicts the distribution of launches across type of claim category. Most launches belong to


convenience, natural, positioning and ethical and environmental. Category of claims that showed a decline

was minus.

Figure 4.7-26 Trends in launches of processed fish meat and egg products in USA across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

ConvenienceNaturalMinusSuitable forPositioningEthical & environmentalFree fromPlusFunctionalDemographic


364

4.7.2.2 Canada


use a microwaveable claim. Types of claims that showed an increasing trend were ease of use, eco-

friendly package and low/no/reduced allergen. Types of claims that showed a decline were

microwaveable, low/no/reduced trans-fat, time/speed, low/no/reduced saturated fat and no


Figure 4.7-27 Trends in launches of processed fish meat and egg products in Canada across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Low/No/Reduced Fat

Ease of Use



Ethical - EnvironmentallyFriendly PackageTime/Speed

Low/No/Reduced SaturatedFatConvenient Packaging



365



convenience, ethical& environmental, suitable for and positioning. Category of claims that showed a

decline was minus.

Figure 4.7-28 Trends in launches of processed fish meat and egg products in Canada across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Minus


Natural

Suitable for

Positioning

Plus

Functional

Free from


366

4.7.3 South America



was new packaging format. Launch types that showed a decline were new product and new variety/new

extension types.

Figure 4.7-29 Trends in launches of processed fish meat and egg products in South America across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


367


use a low/no/reduced allergen claim, followed by Gluten-free. Types of claims that showed an increasing

trend were low/no/reduced allergen claim, gluten-free, ease of use, microwaveable, low/no/reduced fat

and no additives preservatives.

Figure 4.7-30 Trends in launches of processed fish meat and egg products in South America across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free

Ease of Use

Microwaveable



Low/No/Reduced Fat

Premium

Ethical - Animal



368



convenience, suitable for, ethical/environmental and positioning.

Figure 4.7-31 Trends in launches of processed fish meat and egg products in South America across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

ConvenienceSuitable forMinusEthical & environmentalNaturalPositioningDemographicPlusFunctionalFree from


369

4.7.3.1 Brazil


use a low/no/reduced allergen claim and gluten free. Types of claims that showed an increasing trend were

low/no/reduced allergen claim, gluten free, ease of use, ethical-environmental and ethical animal.

Figure 4.7-32 Trends in launches of processed fish meat and egg products in Brazil across type of claims

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free

Microwaveable

Ease of Use


Low/No/Reduced Fat



Ethical - Animal


370


the suitable for, followed by the convenience and ethical and environmental claim. Category of claims that

showed an increasing trend were convenience, suitable for and ethical/environmental. Category of claims

that showed a decline was positioning.

Figure 4.7-33 Trends in launches of processed fish meat and egg products in Brazil across type of claim category

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable forConvenienceEthical & environmentalMinusNaturalPositioningDemographicPlusFunctionalFree from


371

4.7.3.2 Argentina


claims that showed an increasing trend were children, time/speed, low/no/reduced allergen, and

low/no/reduced cholesterol. Types of claims that showed a decline were ethical animal and gluten free.

Figure 4.7-34 Trends in launches of processed fish meat and egg products in Argentina across type of claims

0

2

4

6

8

10

12

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Ethical - Animal

Children (5-12)


Gluten-Free



Microwaveable

Time/Speed



372


showed an increasing trend were ethical/environmental, positioning, convenience and plus. Category of

claims that showed a decline were minus, demographic and suitable for.

Figure 4.7-35 Trends in launches of processed fish meat and egg products in Argentina across type of claim category

0

2

4

6

8

10

12

14

16

18

20

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience


Minus

Suitable for

Natural

Positioning

Demographic

Plus

Functional


373

4.7.3.3 Mexico


use convenient packaging claim. Types of claims that showed an increasing trend were convenient

packaging, microwaveable, ease of use, no additives/preservatives, low/no/reduced fat, Kosher and rest of

the top ten types of claims.

Figure 4.7-36 Trends in launches of processed fish meat and egg products in Mexico across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Microwaveable

Ease of Use


Low/No/Reduced Fat

Time/Speed

Premium

Ethical - Animal

Kosher



374


the convenience. Category of claims that showed an increasing trend were convenience, minus, natural,

ethical and environmental and suitable for claim. There were no launch types that showed a decline.

Figure 4.7-37 Trends in launches of processed fish meat and egg products in Mexico across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

ConvenienceMinusNaturalEthical & environmentalPositioningSuitable forPlusDemographicFunctional


375

4.7.4 Asia


followed by new packaging. Launch types don not show any clear trend.

Figure 4.7-38 Trends in launches of processed fish meat and egg products in Asia across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Packaging

New Formulation


376



additives/preservatives, microwaveable, premium, ease of use and eco-friendly package. Launch types that

showed a decline was halal.

Figure 4.7-39 Trends in launches of processed fish meat and egg products in Asia across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Halal

Microwaveable

Ease of Use

Premium

Low/No/Reduced Fat

Ethical - Animal

Vegetarian



377


showed an increasing trend were convenience, natural, suitable for, minus and ethical/environmental.

Figure 4.7-40 Trends in launches of processed fish meat and egg products in Asia across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Suitable for

Natural

Positioning

Minus


Plus

Demographic

Functional


378

4.7.4.1 China


use microwaveable claim. Types of claims that showed an increasing trend were microwaveable, halal,

ease of use, no additives/preservatives and time/speed. Types of claims that showed a decline were

low/no/reduced fat and high protein.

Figure 4.7-41 Trends in launches of processed fish meat and egg products in China across type of claims

0

2

4

6

8

10

12

14

16

18

20

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable

Halal

Ease of Use


Low/No/Reduced Fat

High Protein

Time/Speed

Ethical - Animal

Economy

Children (5-12)


379


the convenient claim. Category of claims that showed an increasing trend were convenience, natural,

suitable for, positioning and demographic. Category of claims that showed a decline were plus and minus.

Figure 4.7-42 Trends in launches of processed fish meat and egg products in China across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Suitable for

Natural

Minus

Plus

Positioning


Demographic

Functional


380

4.7.4.2 Japan


use a microwaveable claim. Types of claims that showed an increasing trend were premium, eco-friendly

package, convenient package, ecofriendly product and vitamin/mineral fortified. Type of claims that

showed a decline was no additives/preservatives.

Figure 4.7-43 Trends in launches of processed fish meat and egg products in Japan across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Microwaveable


Premium

Economy

Ethical - EnvironmentallyFriendly PackageEthical - EnvironmentallyFriendly ProductChildren (5-12)


Added Calcium



381


the positioning and convenience category of claims. Category of claims that showed an increasing trend

were positioning, convenience, suitable for, ethical and environmental, and demographic. Category of

claims that showed a decline was natural.

Figure 4.7-44 Trends in launches of processed fish meat and egg products in Japan across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Positioning

Natural


Demographic

Minus

Plus

Suitable for

Functional


382

4.7.4.3 South Korea


claims that showed an increasing trend were no additives/preservatives, microwaveable, ease of use,

convenient packaging, and low.no/reduced sodium. Types of claims that showed a decline was children.

Figure 4.7-45 Trends in launches of processed fish meat and egg products in South Korea across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Microwaveable

Premium

Time/Speed

Ease of Use

Children (5-12)


Ethical - Animal

Organic



383


the convenience followed by natural category of claims. Category of claims that showed an increasing

trend were convenience, natural, positioning and the rest of the top ten claim categories.

Figure 4.7-46 Trends in launches of processed fish meat and egg products in South Korea across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Convenience

Natural

Positioning

Minus

Demographic


Plus


384

4.7.4.4 India


use the no additives/preservatives claim. Types of claims that showed an increasing trend were no

additives/preservatives, vegetarian, halal, ease of use, time/speed, microwaveable and premium.

Figure 4.7-47 Trends in launches of processed fish meat and egg products in India across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Halal

Vegetarian

Ease of Use

Low/No/Reduced Fat

Premium

Microwaveable

High Protein


Time/Speed


385


the suitable for category of claims. Category of claims that showed an increasing trend were suitable for,

convenience, minus, positioning and demographic. Category of claims that showed a decline were natural,

plus and ethical and environmental.

Figure 4.7-48 Trends in launches of processed fish meat and egg products in India across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Convenience

Minus

Positioning

Plus

Functional


Demographic


386



variety/range extension, followed by new product and new packaging. Launch types that showed an

increasing trend were new products whereas new variety/range extension showed a decline.

Figure 4.7-49 Trends in launches of processed fish meat and egg products in Middle East and Africa across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


New Packaging

New Formulation

Relaunch


387


use a halal claim. Types of claims that showed an increasing trend were halal, no additives/preservatives,

ease of use, eco-friendly package, ethical-animal and time/speed. Type of claims that showed a decline

was microwaveable.

Figure 4.7-50 Trends in launches of processed fish meat and egg products in Middle East and Africa across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Halal


Microwaveable

Kosher

Ease of Use

Low/No/Reduced Fat

Premium

Ethical - Animal

Time/Speed



388


the suitable for, followed by the convenience and natural category of claims. Category of claims that

showed an increasing trend were convenience, suitable for, natural, positioning and functional. Category

of claims that showed a decline was plus.

Figure 4.7-51 Trends in launches of processed fish meat and egg products in Middle East and Africa across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Convenience

Natural


Positioning

Minus

Plus

Functional

Demographic

Free from


389

4.7.5.1 Egypt


use halal claim. Types of claims that showed an increasing trend were premium, convenient packaging,

ease of use, organic and hormone free. Types of claims that showed a decline was all natural products.

Figure 4.7-52 Trends in launches of processed fish meat and egg products in Egypt across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Halal

Premium


Ease of Use

Organic


Ethical - Animal

All Natural Product

Hormone Free



390


the suitable for claim category. Category of claims that showed an increasing trend were natural,

convenience, positioning, plus, minus and ethical/environmental. Category of claims that showed a

decline was suitable for.

Figure 4.7-53 Trends in launches of processed fish meat and egg products in Egypt across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Convenience

Positioning

Minus


Free from

Demographic

Plus


391

4.7.5.2 Israel


use kosher claim. Types of claims that showed an increasing trend Kosher, microwaveable, no

additives/preservatives and ease of use. Launch types that showed a decline was vegetarian.

Figure 4.7-54 Trends in launches of processed fish meat and egg products in Israel across type of claims

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher

Microwaveable


Vegetarian

Low/No/Reduced Fat


Ease of Use

Ethical - Animal




392


suitable for followed by convenience. Category of claims that showed an increasing trend were suitable

for, convenience, natural, positioning and ethical/environmental. Category of claims that showed a decline

were minus and plus.

Figure 4.7-55 Trends in launches of processed fish meat and egg products in Israel across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Convenience

Natural

Minus

Plus


Demographic

Functional

Positioning


393



use a halal claim. Types of claims that showed an increasing trend were halal, microwaveable and

premium. Types of claims that showed a decline were no additives/preservatives and GMO free.

Figure 4.7-56 Trends in launches of processed fish meat and egg products in Saudi Arabia across type of claims

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Halal


GMO-Free

Microwaveable

Ease of Use

Premium

Children (5-12)

Time/Speed

Economy

Ethical - Animal


394



trend were suitable for and convenience positioning. Category of claims that showed a decline was

natural.

Figure 4.7-57 Trends in launches of processed fish meat and egg products in Saudi Arabia across type of claim category

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Convenience

Positioning


Minus

Demographic


395



use halal. Types of claims that showed an increasing trend were no additives/preservatives, halal, kosher,

no additives/preservatives, and premium. Types of claims that showed a decline was microwaveable.

Figure 4.7-58 Trends in launches of processed fish meat and egg products in South Africa across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Halal

Microwaveable


Ease of Use

Low/No/Reduced Fat

Kosher

Ethical - Animal


Premium


396



for, minus, convenience and ethical/environmental. Category of claims that showed a decline was

positioning.

Figure 4.7-59 Trends in launches of processed fish meat and egg products in South Africa across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable forConvenienceEthical & environmentalNaturalPositioningMinusPlusFunctionalDemographic


397

4.8 Snacks

4.8.1 Europe


followed by new variety/range extension and new formulation. Launch types that showed an increasing

trend were new products and new packaging formats, whereas by new variety/range extension showed a

decline.

Figure 4.8-1 Trends in launches of snacks in Europe across launch types

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


398


use a no additives/preservatives followed by vegetarian claim. Types of claims with an increasing trend

were the following: no additives/preservatives, organic, vegetarian, organic, gluten free and premium.

Types of claims that showed a decline were low/no/reduced fat and low/no/reduced calorie.

Figure 4.8-2 Trends in launches of snacks in Europe across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

No Additives /PreservativesVegetarian

Low/No/Red. Fat

Organic

Low/No/Red. Allergen

Gluten-Free

Premium

Low/No/Red. Calorie

Low/No/Red. Sugar

All Natural Product


399


the natural, followed by the minus and suitable for category of claims. Category of claims that showed an

increase were natural, suitable for, convenience, functional and ethical/environmental. Category of claims

that showed a decline were minus, demographic and plus.

Figure 4.8-3 Trends in launches of snacks in Europe across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Suitable for

Minus

Positioning

Convenience

Plus


Functional

Demographic


400

4.8.1.1 Denmark


have an organic claim. Types of claims that showed an increasing trend were organic, vegetarian and

children. Types of claims that showed a decline were no additives/preservatives, low/no/reduced fat and


Figure 4.8-4 Trends in launches of snacks in Denmark across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Organic


Low/No/Reduced Fat



Gluten-Free

Children (5-12)


Event Merchandising

Vegetarian


401



convenience, demographic, and ethical and environmental. Category of claims that showed a decline were

suitable for, positioning and minus.

Figure 4.8-5 Trends in launches of snacks in Denmark across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Suitable for

Positioning

Convenience

Demographic

Plus


Functional


402

4.8.1.2 France


have a no additives/preservatives claim. Types of claims that showed an increasing trend were no

additives/preservatives, organic, vegetarian, economy, low/no/reduced saturated fat and ethical and

environmentally friendly package. Types of claims that showed a decline were low/no/reduced fat,

premium and time/speed.

Figure 4.8-6 Trends in launches of snacks in France across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Low/No/Reduced Fat

Microwaveable

Organic

Vegetarian

Economy

Low/No/Reduced SaturatedFatTime/Speed



403


the natural, followed by the minus claim. Category of claims that showed an increasing trend were natural,

minus, convenience, suitable for, functional and ethical/environmental. Category of claims that showed a

decline were demographic and plus.

Figure 4.8-7 Trends in launches of snacks in France across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Convenience

Positioning

Suitable for

Plus


Functional

Demographic


404

4.8.1.3 Germany


use an organic claim, followed by organic and no additives/preservatives. Types of claims that showed an

increasing trend were no additives/preservatives, organic, gluten free, convenient packaging, premium,

microwaveable, vegetarian and low/no/reduced sugar. Types of claims that showed a decline was

low/no/reduced fat.

Figure 4.8-8 Trends in launches of snacks in Germany across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Organic


Low/No/Reduced Fat


Gluten-Free

Premium


Microwaveable

Vegetarian



405



were natural, positioning, convenience, functional, suitable for, and ethical/environmental. Category of

claims that showed a decline were minus, demographic and plus.

Figure 4.8-9 Trends in launches of snacks in Germany across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Positioning

Convenience

Suitable for

Plus


Functional

Demographic


406

4.8.1.4 Italy


claims that showed an increase were no additives/preservatives, vegetarian, time/speed, organic,

low/no/reduced allergen and microwaveable. Types of claims that showed a decline were low/no/reduced

calorie, low/no/reduced fat, high/added fiber and organic.

Figure 4.8-10 Trends in launches of snacks in Italy across type of claims

0

2

4

6

8

10

12

14

16

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s



Low/No/Reduced Fat

Vegetarian

Time/Speed

High/Added Fiber

Slimming


Organic

Microwaveable


407


the minus, followed by the natural category of claims. Category of claims that showed an increasing trend

were natural, convenience, suitable for, positioning, demographic and ethical/environmental. Category of

claims that showed a decline were plus, functional and minus.

Figure 4.8-11 Trends in launches of snacks in Italy across type of claim category

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Natural

Convenience

Suitable for

Plus

Functional

Positioning

Demographic


Beauty enhancing


408

4.8.1.5 Poland


use a children claim. Types of claims that showed an increasing trend were no additives/preservatives,

vitamin/mineral fortified and vegetarian Types of claims that showed a decline were children,

low/no/reduced sugar and low/no/reduced allergen.

Figure 4.8-12 Trends in launches of snacks in Poland across type of claims

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Children (5-12)





Organic

Gluten-Free

Vegetarian

Seasonal

Low/No/Reduced Fat


409


the demographic category of claims. Category of claims that showed an increasing trend were natural,

suitable for, plus and convenience. Category of claims that showed a decline were minus, natural, minus

and demographic.

Figure 4.8-13 Trends in launches of snacks in Poland across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Demographic

Minus

Natural

Suitable for

Plus

Positioning

Functional

Convenience

Beauty enhancing


410

4.8.1.6 Russia


claims that showed an increasing trend were no additives/preservatives, all natural product, GMO-free,

and low/no/reduced fat. Types of claims that showed a decline were GMO, children, premium,

microwaveable, ease of use, event merchandising and convenient packaging.

Figure 4.8-14 Trends in launches of snacks in Russia across type of claims

0

5

10

15

20

25

2009 2010 2011 2007 2008 2006

Perc

ent o

f Lau

nche

s

GMO-Free


Children (5-12)

Premium

Microwaveable

Ease of Use

All Natural Product

Event Merchandising


Low/No/Reduced Fat


411



demographic, suitable for and ethical &environmental. Category of claims that showed a decline were

positioning and minus,

Figure 4.8-15 Trends in launches of snacks in Russia across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Positioning

Convenience

Minus

Demographic

Suitable for

Plus


Functional


412

4.8.1.7 Spain


use organic claim. Types of claims that showed an increasing trend were organic, wholegrain, no

additives/preservatives, ease of use, economy, children, microwaveable and seasonal. Types of claims that

showed a decline was low/no./reduced fat

Figure 4.8-16 Trends in launches of snacks in Spain across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Organic

Wholegrain

High/Added Fiber

Low/No/Reduced Fat


Ease of Use

Economy

Children (5-12)

Microwaveable

Seasonal


413


the no additives/preservatives category of claims. Category of claims that showed an increasing trend were

no additives/preservatives, low/no/reduced allergen, gluten free, ethical/environmental, organic, premium

and high/added fiber.

Figure 4.8-17 Trends in launches of snacks in Spain across type of claim category

0

2

4

6

8

10

12

14

16

18

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s



Gluten-Free


Premium

High/Added Fiber

Microwaveable

Time/Speed

Vegetarian


414

4.8.1.8 Sweden


claims that showed an increasing trend were organic, vegetarian, premium and ethical environmentally

friendly package. Types of claims that showed a decline were low/no/reduced fat and no


Figure 4.8-18 Trends in launches of snacks in Sweden across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Organic

Low/No/Reduced Fat

Vegetarian


Ethical - EnvironmentallyFriendly ProductHigh Protein

Low/No/Reduced SaturatedFatOn-the-Go

Premium

Ethical - Animal


415



positioning, plus, convenience and ethical and environmental. Category of claims that showed a decline

were minus, suitable for and demographic.

Figure 4.8-19 Trends in launches of snacks in Sweden across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Suitable for

Positioning

Plus

Convenience


Demographic

Functional


416

4.8.1.9 UK


use vegetarian claim, followed a no additives/preservatives claim. Types of claims that showed an

increasing trend were vegetarian, no additives/preservatives, low/no/reduced calorie, low/no/reduced

trans-fat, gluten free, premium and ethical environmentally friendly package. Types of claims that showed

a decline were low/no/reduced fat and low/no/reduced sugar.

Figure 4.8-20 Trends in launches of snacks in UK across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian


Low/No/Reduced Fat


Gluten-Free


Premium




417


the suitable for, followed by natural and minus category of claims. Category of claims that showed an

increasing trend were natural, suitable for, positioning, convenience, plus, functional and

ethical/environmental. Category of claims that showed a decline were minus and demographic.

Figure 4.8-21 Trends in launches of snacks in UK across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Positioning


Convenience

Plus

Demographic

Functional


418

4.8.2 North America


followed by new variety/ range extension and new packaging. Launch types that showed an increasing

trend were new products and new packaging formats, whereas new variety/extension showed a decline.

Figure 4.8-22 Trends in launches of snacks in North America across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Packaging

New Formulation

Relaunch


419


use a kosher claim followed by low/no/reduced trans-fat claim. Types of claims that showed an increasing

trend were Kosher, all natural product, no additives/preservatives, low/no/reduced allergen, Types of

claims that showed a decline were low/no/reduced fat, low/no/reduced trans-fat and organic.

Figure 4.8-23 Trends in launches of snacks in North America across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher


All Natural Product



Low/No/Reduced Fat

Gluten-Free

Organic


Wholegrain


420



increasing trend were natural, suitable for, convenience, positioning, plus, functional and

ethical/environmental. Category of claims that showed a decline was minus.

Figure 4.8-24 Trends in launches of snacks in North America across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Natural

Convenience

Positioning

Plus


Functional

Demographic

Free from


421

4.8.2.1 USA


use a kosher claim, followed by low/no/reduced trans-fat claim. Types of claims that showed an increasing

trend were Kosher, all natural product, no additives/preservatives, low/no /reduced allergen. Types of

claims that showed a decline were gluten free, low/no/reduced trans-fat and organic.

Figure 4.8-25 Trends in launches of snacks in USA across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher


All Natural Product



Low/No/Reduced Fat

Gluten-Free

Organic


Wholegrain


422



increasing trend were natural, suitable for, convenience, positioning, plus, functional and ethical and

environmental. Category of claims that showed a decline was minus.

Figure 4.8-26 Trends in launches of snacks in USA across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Natural

Convenience

Positioning

Plus


Functional

Demographic

Free from


423

4.8.2.2 Canada


use a kosher claim, followed by low/no/reduced trans-fat. Types of claims that showed an increasing trend

were Kosher, no additives/preservatives, ethical-environmentally friendly package and gluten free. Types

of claims that showed a decline were organic and by low/no/reduced fat.

Figure 4.8-27 Trends in launches of snacks in Canada across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher




Low/No/Reduced Fat

All Natural Product

Gluten-Free


Organic



424


the suitable for, followed by minus and natural category of claims. Category of claims that showed an

increasing trend were suitable for, convenience, positioning, demographic and ethical& environmental,

convenience and natural. Category of claims that showed a decline were minus, natural and plus.

Figure 4.8-28 Trends in launches of snacks in Canada across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Natural

Convenience

Plus


Positioning

Functional

Demographic


425

4.8.3 South America


followed by new variety/range extension and new packaging. Types of claims that showed an increasing

trend was new packaging format, whereas new product and new variety/range extension showed a decline.

Figure 4.8-29 Trends in launches of snacks in South America across launch types

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


426


use a low/no/reduced trans-fat claim, followed by low/no/reduced allergen and gluten free. Types of

claims that showed an increasing trend were low/no/reduced allergen claim, gluten-free, low/no/reduced

trans-fat, no additives/preservatives, all natural product and ecofriendly package. Types of claims that

showed a decline was low/no/reduced fat.

Figure 4.8-30 Trends in launches of snacks in South America across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s



Gluten-Free


Kosher


All Natural Product




427


the minus, followed by the suitable for and natural category of claims. Category of claims that showed an

increasing trend were suitable for, minus, natural, convenience, positioning and ethical/environmental.


Figure 4.8-31 Trends in launches of snacks in South America across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

MinusSuitable forNaturalConveniencePlusEthical & environmentalPositioningDemographicFunctionalBeauty enhancing


428

4.8.3.1 Brazil


use a low/no/reduced allergen claim followed by gluten free claim. Types of claims that showed an

increasing trend were low/no/reduced allergen, gluten free, no additives/preservatives and eco-friendly

package. Types of claims that showed a decline were high/added fiber and low/no/reduced calorie.

Figure 4.8-32 Trends in launches of snacks in Brazil across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free







All Natural Product


429


the suitable for, followed by the minus claim. Category of claims that showed an increasing trend were

minus, suitable for, natural, convenience, and ethical/environmental. Category of claims that showed a

decline was plus.

Figure 4.8-33 Trends in launches of snacks in Brazil across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable forMinusNaturalEthical & environmentalPlusConveniencePositioningDemographicFunctionalBeauty enhancing


430

4.8.3.2 Argentina


use a low/no/reduced trans-fat claim. Types of claims that showed an increasing trend were

low/no/reduced trans-fat, low/no/reduced cholesterol, kosher, low/no/reduced calorie, no

additives/preservatives and high/added fiber. Types of claims that showed a decline were low/no/reduced

fat and wholegrain.

Figure 4.8-34 Trends in launches of snacks in Argentina across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s



Kosher



Low/No/Reduced Fat


Gluten-Free

High/Added Fiber

Wholegrain


431


the minus category of claims. Category of claims that showed an increasing trend were suitable for,

convenience, positioning and ethical/environmental. Category of claims that showed a decline was natural.

Figure 4.8-35 Trends in launches of snacks in Argentina across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Suitable for

Natural

Plus

Positioning

Convenience

Functional


Demographic


432

4.8.3.3 Mexico


use a Kosher and low/no/reduced trans-fat claims. Types of claims that showed an increasing trend were

Kosher, all natural product, low/no/reduced cholesterol, low/no/reduced calorie, microwaveable and

low/no/reduced trans-fat. Types of claims that showed a decline was low/no/reduced fat.

Figure 4.8-36 Trends in launches of snacks in Mexico across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher


All Natural Product



Low/No/Reduced Fat


Microwaveable



433


the minus category of claims. Category of claims that showed an increasing trend were suitable for, minus,

natural, convenience and ethical and environmental. Category of claims that showed a decline were

positioning and plus.

Figure 4.8-37 Trends in launches of snacks in Mexico across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Suitable for

Natural

Convenience

Positioning

Plus


Functional

Demographic


434

4.8.4 Asia



packaging and new formulation formats.

Figure 4.8-38 Trends in launches of snacks in Asia across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Packaging

New Formulation


435


use a no additives/preservatives followed by vegetarian claim. Types of claims that showed an increasing

trend were no additives/preservatives, vegetarian, low/no/reduced trans-fat, premium, all natural products,

microwaveable and low/no/reduced cholesterol. Types of claims that showed a decline was halal.

Figure 4.8-39 Trends in launches of snacks in Asia across type of claims

0

2

4

6

8

10

12

14

16

18

20

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Vegetarian

Halal

Low/No/Reduced Fat



Premium

All Natural Product

Microwaveable



436



increasing trend were minus, natural, suitable for, functional, convenience, positioning, demographic and

ethical/environmental. Category of claims that showed a decline was plus.

Figure 4.8-40 Trends in launches of snacks in Asia across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Positioning

Convenience

Plus


Demographic

Functional


437

4.8.4.1 China


use no additives/preservatives. Types of claims that showed an increasing trend were no

additives/preservatives, halal, low/no/reduced fat, microwaveable, vegetarian, high protein and economy.

Types of claims that showed a decline was all natural products.

Figure 4.8-41 Trends in launches of snacks in China across type of claims

0

1

2

3

4

5

6

7

8

9

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Halal

Low/No/Reduced Fat

Microwaveable

High Protein


All Natural Product

Vegetarian

Economy

On-the-Go


438


the natural claim. Category of claims that showed an increasing trend were natural, minus, convenience,

suitable for, functional, and ethical and environmental. Category of claims that showed a decline was

positioning, plus and demographic.

Figure 4.8-42 Trends in launches of snacks in China across type of claim category

0

2

4

6

8

10

12

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Minus

Convenience

Suitable for

Positioning

Plus


Functional

Demographic


439

4.8.4.2 Japan


use a limited edition claim. Types of claims that showed an increasing trend were limited edition,

microwaveable, seasonal, premium, economy and ethical and environmental.

Figure 4.8-43 Trends in launches of snacks in Japan across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Limited Edition

Microwaveable

Seasonal


Premium

Economy


Added Calcium


440


the positioning category of claims. Category of claims that showed an increasing trend were positioning,

minus, convenience, minus, natural, demographic and ethical and environmental.

Figure 4.8-44 Trends in launches of snacks in Japan across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Positioning

Convenience

Plus

Demographic


Minus

Natural

Functional

Suitable for


441

4.8.4.3 South Korea



additives/preservatives, microwaveable, children, convenient packaging, economy and organic. Types of

claims that showed a decline was premium.

Figure 4.8-45 Trends in launches of snacks in South Korea across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Microwaveable

Children (5-12)


Time/Speed

Organic


Premium

High/Added Fiber

Economy


442


the natural category of claims. Category of claims that showed an increasing trend were minus, natural,

convenience, positioning and convenience. Category of claims that showed a decline was plus.

Figure 4.8-46 Trends in launches of snacks in South Korea across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Convenience

Minus

Positioning

Demographic

Plus



443

4.8.4.4 India



additives/preservatives. The rest launch types don’t show any significant trend.

Figure 4.8-47 Trends in launches of snacks in India across type of claims

0

10

20

30

40

50

60

70

80

90

100

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian




Premium

Low/No/Reduced Fat

All Natural Product

Ease of Use

Kosher

Halal


444



suitable for, convenience, positioning, functional and ethical/environmental. Category of claims that

showed a decline was plus.

Figure 4.8-48 Trends in launches of snacks in India across type of claim category

0

10

20

30

40

50

60

70

80

90

100

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Natural

Convenience

Positioning

Plus

Functional


Demographic


445




trend were new products and new packaging formats, whereas new formulation showed a decline.

Figure 4.8-49 Trends in launches of snacks in Middle East and Africa across launch types

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


446


use a Kosher followed by halal and no additives/preservatives claim. Types of claims that showed an

increasing trend were halal, Kosher, no additives/preservatives and the rest of the top ten claim types.

Figure 4.8-50 Trends in launches of snacks in Middle East and Africa across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher

Halal



Low/No/Reduced Fat

All Natural Product


Vegetarian

Low/No/ReducedCholesterolGluten-Free


447



increasing trend were suitable for, natural, convenience, plus, positioning, and ethical/environmental.

Figure 4.8-51 Trends in launches of snacks in Middle East and Africa across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Convenience

Plus

Positioning


Demographic

Functional

Beauty enhancing


448

4.8.5.1 Egypt


claims that showed an increasing trend were kosher, no additives/preservatives, low/no/reduced trans-fat,

vegetarian, halal and eco-friendly package. Types of claims that showed a decline were all natural

product, low/no/reduced fat and low/no/reduced cholesterol.

Figure 4.8-52 Trends in launches of snacks in Egypt across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher



All Natural Product

Low/No/Reduced Fat

Halal


Vegetarian



449


showed an increasing trend were natural, suitable for, convenience, positioning and ethical/environmental.

Category of claims that showed a decline were minus and plus.

Figure 4.8-53 Trends in launches of snacks in Egypt across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Convenience


Positioning

Plus

Demographic

Functional


450

4.8.5.2 Israel


use Kosher followed by no additives/preservatives claim. Types of claims that showed an increasing trend

were Kosher, all natural product, gluten free, low/no/reduced cholesterol, low/no/reduced trans-fat and no

additives/preservatives. Types of claims that showed a decline was low/no/reduced fat.

Figure 4.8-54 Trends in launches of snacks in Israel across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher


All Natural Product



Gluten-Free

Organic

Low/No/Reduced Fat




451


the suitable for followed by natural and minus claim categories. Category of claims that showed an

increasing trend were natural, suitable for, plus and positioning. Category of claims that showed a decline

were ethical/environmental, minus, convenience and demographic.

Figure 4.8-55 Trends in launches of snacks in Israel across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Natural

Minus

Plus

Convenience

Demographic

Positioning


Functional


452



claims that showed an increasing trend were no additives/preservatives, all natural product, GMO free and

ethical and environmental. Types of claims that showed a decline were halal, low/no/reduced cholesterol,

vegetarian, low/no/reduced fat, eco-friendly package and kosher.

Figure 4.8-56 Trends in launches of snacks in Saudi Arabia across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Halal

All Natural Product

Low/No/Reduced Fat

Vegetarian


GMO-Free




453

Figure 4.8-57depicts the distribution of launches across type of claim category. Most launches belong to

the natural and suitable for category of claims. Category of claims that showed an increasing trend were,

plus, ethical and environmental, and convenience. Category of claims that showed a decline were natural,

positioning and minus

Figure 4.8-57 Trends in launches of snacks in Saudi Arabia across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Suitable for

Minus

Convenience


Positioning

Plus


454



use halal. Types of claims that showed an increasing trend were no additives/preservatives, halal, Kosher,

organic, low/no/reduced trans-fat, vegetarian, gluten free, on the go and ease of use. Types of claims that

showed a decline was low/no/reduced fat.

Figure 4.8-58 Trends in launches of snacks in South Africa across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Halal

Kosher



Low/No/Reduced Fat

Vegetarian


Gluten-Free

On-the-Go

Ease of Use


455



for, minus, convenience, plus, positioning, functional, demographic and ethical/environmental.

Figure 4.8-59 Trends in launches of snacks in South Africa across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Natural

Convenience

Plus

Positioning


Functional

Demographic


456

4.9 Sugar and Gum Confectionery

4.9.1 Europe


followed by new packaging and new formulation. New product type showed a decline.

Figure 4.9-1 Trends in launches of sugar and gum confectionery in Europe across launch types

0

10

20

30

40

50

60

70

2009 2008 2007 2011 2010 2006

Perc

ent o

f Lau

nche

s

New Product

New Packaging

New Formulation


457


use a low/no/reduced sugar followed by children and no additives/preservatives claims. Types of claims

with an increasing trend were the following: a low/no/reduced sugar, children and vitamin/mineral

fortified. Types of claims that showed a decline were no additives/preservatives, vegetarian, seasonal,

gluten free,breath freshening and low/no/reduced fat.

Figure 4.9-2 Trends in launches of sugar and gum confectionery in Europe across type of claims

0

5

10

15

20

25

30

35

2008 2009 2007 2010 2011 2006

Perc

ent o

f Lau

nche

s


Children (5-12)


Seasonal


Vegetarian


Breath-Freshening

Low/No/Reduced Fat

Gluten-Free


458


the minus category of claims. Category of claims that showed an increase were minus, demographic, plus

and beauty enhancing. Category of claims that showed a decline were natural, positioning, suitable for,

functional and ethical/environmental.

Figure 4.9-3 Trends in launches of sugar and gum confectionery in Europe across type of claim category

0

5

10

15

20

25

30

35

40

2009 2008 2010 2007 2011 2006

Perc

ent o

f Lau

nche

s

Minus

Demographic

Natural

Positioning

Suitable for

Functional

Plus

Convenience


Beauty enhancing


459

4.9.1.1 Denmark


have a low/no/reduced sugar claim. Types of claims that showed an increasing trend was eco-friendly

package and whitening, Types of claims that showed a decline were no additives/preservatives and


Figure 4.9-4 Trends in launches of sugar and gum confectionery in Denmark across type of claims

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s



Children (5-12)

Breath-Freshening

Ethical - EnvironmentallyFriendly PackageWhitening

Low/No/Reduced Fat


All Natural Product


460


the convenience claim. Category of claims that showed an increasing trend were natural, suitable for and

plus. Category of claims that showed a decline were beauty enhancing, minus and the rest of the top ten

claim categories.

Figure 4.9-5 Trends in launches of sugar and gum confectionery in Denmark across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Beauty enhancing

Convenience

Demographic

Ethical &environmentalFunctional

Minus

Natural

Plus


461

4.9.1.2 France


have a low/no/reduced sugar claim. Types of claims that showed an increasing trend were children, no

additives/preservatives, organic, low/no/reduced saturated fat and ethical and environmentally friendly

package Types of claims that showed a decline were low/no/reduced sugar and, economy.

Figure 4.9-6 Trends in launches of sugar and gum confectionery in France across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)


Organic


Economy

Breath-Freshening


Low/No/Reduced Fat


462


the minus claim. Category of claims that showed an increasing trend were natural, demographic,

convenience, and ethical/environmental. Category of claims that showed a decline were minus and

positioning.

Figure 4.9-7 Trends in launches of sugar and gum confectionery in France across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

MinusNaturalDemographicPositioningFunctionalEthical & environmentalSuitable forBeauty enhancingConveniencePlus


463

4.9.1.3 Germany


use a low/no/reduced sugar followed by children claim. Types of claims that showed an increasing trend

were no additives/preservatives, organic and seasonal. Types of claims that showed a decline were

low/no/reduced sugar, children, vitamin/mineral fortified and low/no/reduced fat.

Figure 4.9-8 Trends in launches of sugar and gum confectionery in Germany across type of claims

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)



Organic

Low/No/Reduced Fat

Seasonal

Limited Edition


464


the minus category of claims. Category of claims that showed an increasing trend were natural,

positioning, convenience, functional, and ethical/environmental. Category of claims that showed a decline

were minus, demographic, suitable for and plus.

Figure 4.9-9 Trends in launches of sugar and gum confectionery in Germany across type of claim category

0

20

40

60

80

100

120

140

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Demographic

Natural

Positioning

Suitable for

Plus

Functional

Convenience


Beauty enhancing


465

4.9.1.4 Italy


belong to low/no/reduced sugar claim. Types of claims that showed an increase were no

additives/preservatives and seasonal. Types of claims that showed a decline were low/no/reduced sugar,

low/no/reduced calorie, and vitamin/mineral fortified and breath-freshening.

Figure 4.9-10 Trends in launches of sugar and gum confectionery in Italy across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)




Seasonal

Breath-Freshening

Premium

Low/No/Reduced Fat


466


the minus category of claims. Category of claims that showed an increasing trend were positioning,

demographic, natural, and beauty enhancing. Category of claims that showed a decline were plus and

minus.

Figure 4.9-11 Trends in launches of sugar and gum confectionery in Italy across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Demographic

Positioning

Natural

Functional

Plus

Suitable for

Convenience

Beauty enhancing



467

4.9.1.5 Poland


use a children claim. Types of claims that showed an increasing trend were no additives/preservatives,

vitamin/mineral fortified, gluten free and vegetarian Types of claims that showed a decline were children,

low/no/reduced sugar and low/no/reduced allergen.

Figure 4.9-12 Trends in launches of sugar and gum confectionery in Poland across type of claims

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Children (5-12)





Organic

Gluten-Free

Vegetarian

Seasonal

Low/No/Reduced Fat


468


the demographic category of claims. Category of claims that showed an increasing trend were natural,

suitable for, plus and convenience Category of claims that showed a decline were minus, and

demographic.

Figure 4.9-13 Trends in launches of sugar and gum confectionery in Poland across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Demographic

Minus

Natural

Suitable for

Plus

Positioning

Functional

Convenience

Beauty enhancing


469

4.9.1.6 Russia


claims that showed an increasing trend were low/no/reduced sugar, children, vitamin/mineral fortified, and

no additives/preservatives, GMO free, seasonal and breath-freshening. Types of claims that showed a

decline was female.

Figure 4.9-14 Trends in launches of sugar and gum confectionery in Russia across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)

Event Merchandising



GMO-Free

Breath-Freshening

Seasonal

Female


470


the minus category of claims. Category of claims that showed an increasing trend were minus, positioning,

natural, functional, plus and suitable for. Category of claims that showed a decline was demographic.

Figure 4.9-15 Trends in launches of sugar and gum confectionery in Russia across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Demographic

Positioning

Natural

Functional

Plus

Suitable for

Convenience

Beauty enhancing


471

4.9.1.7 Spain


use low/no./reduced sugar claim. Types of claims that showed an increasing trend seasonal, premium,

gluten free, low/no./reduced allergen, no additives /preservatives and economy. Types of claims that

showed a decline were sugar and children.

Figure 4.9-16 Trends in launches of sugar and gum confectionery in Spain across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)

Seasonal

Premium


Gluten-Free



Economy



472


the no minus category of claims. Category of claims that showed an increasing trend were positioning,

suitable for, natural, functional and ethical/environmental. Category of claims that showed a decline were

minus and demographic.

Figure 4.9-17 Trends in launches of sugar and gum confectionery in Spain across type of claim category

0

5

10

15

20

25

30

35

40

45

50

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Positioning

Demographic

Suitable for

Natural

Plus

Functional


Convenience

Beauty enhancing


473

4.9.1.8 Sweden


belong to low/no/reduced sugar. Types of claims that showed an increasing trend were low/no/reduced

sugar, limited edition, whitening and ethical/human. Types of claims that showed a decline was children.

Figure 4.9-18 Trends in launches of sugar and gum confectionery in Sweden across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)

Limited Edition



Breath-Freshening


Premium

Ethical - Human

Whitening


474


the minus category of claims. Category of claims that showed an increasing trend were natural,

positioning, convenience and suitable for. Category of claims that showed a decline were ethical and

environmental

Figure 4.9-19 Trends in launches of sugar and gum confectionery in Sweden across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Demographic

Positioning

Natural

Functional

Suitable for


Beauty enhancing

Convenience

Plus


475

4.9.1.9 UK


use a no additives/preservatives claim. Types of claims that showed an increasing trend were vegetarian,

no additives/preservatives, gluten-free and ethical environmentally friendly package. Types of claims that

showed a decline were children, and low/no/reduced sugar.

Figure 4.9-20 Trends in launches of sugar and gum confectionery in UK across type of claims

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Vegetarian

Children (5-12)


Seasonal


Gluten-Free



476


the natural category of claims. Category of claims that showed an increasing trend were natural, suitable

for, positioning, demographic, functional and ethical/environmental. Category of claims that showed a

decline was minus.

Figure 4.9-21 Trends in launches of sugar and gum confectionery in UK across type of claim category

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Natural

Suitable for

Minus

Positioning

Demographic


Functional

Convenience

Plus

Beauty enhancing


477

4.9.2 North America


followed by new variety/ range extension and new packaging. Launch types that showed an increasing

trend were new products and new packaging formats, whereas new variety/extension showed a decline.

Figure 4.9-22 Trends in launches of sugar and gum confectionery in North America across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New ProductNew Variety/Range ExtensionNew PackagingNew FormulationRelaunch


478


use a seasonal claim. Types of claims that showed an increasing trend were Kosher, all natural product, no

additives/preservatives, low/no/reduced calorie, gluten free and low/no/reduced fat. Types of claims that

showed a decline were children and low/no/reduced sugar.

Figure 4.9-23 Trends in launches of sugar and gum confectionery in North America across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Seasonal

Children (5-12)


Kosher

Low/No/Reduced Fat


Gluten-Free



All Natural Product


479


the positioning followed by the minus category of claims. Category of claims that showed an increasing

trend were positioning, minus, natural, suitable for, convenience, functional and ethical/environmental.

Category of claims that showed a decline were demographic, beauty enhancing and plus.

Figure 4.9-24 Trends in launches of sugar and gum confectionery in North America across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Positioning

Minus

Demographic

Suitable for

Natural


Functional

Convenience

Plus

Beauty enhancing


480

4.9.2.1 USA


use a seasonal claim, followed by children claim. Types of claims that showed an increasing trend were

seasonal, kosher, low/no /reduced allergen, gluten free, low/no /reduced calorie, all natural product and no

additives/preservatives. Types of claims that showed a decline were children and low/no /reduced sugar.

Figure 4.9-25 Trends in launches of sugar and gum confectionery in USA across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Seasonal

Children (5-12)

Kosher


Low/No/Reduced Fat


Gluten-Free



All Natural Product


481


the positioning, followed by the minus, demographic and suitable for category of claims. Category of

claims that showed an increasing trend were positioning, minus, natural, suitable for, convenience,

functional and ethical and environmental. Category of claims that showed a decline was minus and

demographic.

Figure 4.9-26 Trends in launches of sugar and gum confectionery in USA across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

PositioningMinusDemographicSuitable forNaturalConvenienceFunctionalEthical & environmentalPlusBeauty enhancing


482

4.9.2.2 Canada


claims that showed an increasing trend were seasonal, Kosher, low/no/reduced fat, no

additives/preservatives and gluten free. Types of claims that showed a decline were children,

low/no/reduced sugar and organic.

Figure 4.9-27 Trends in launches of sugar and gum confectionery in Canada across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Children (5-12)


Seasonal

Kosher

Low/No/Reduced Fat



Gluten-Free

Organic



483


the minus category of claims. Category of claims that showed an increasing trend were suitable for, minus,

positioning, functional, natural and ethical& environmental. Category of claims that showed a decline was

demographic.

Figure 4.9-28 Trends in launches of sugar and gum confectionery in Canada across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Demographic

Positioning

Suitable for

Natural


Functional

Convenience

Plus


484

4.9.3 South America



trend was new packaging format, whereas new product and new variety/range extension showed a decline.

Figure 4.9-29 Trends in launches of sugar and gum confectionery in South America across launch types

0

10

20

30

40

50

60

70

80

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


485


claims that showed an increasing trend were low/no/reduced allergen claim, gluten-free, seasonal; event

merchandising and ecofriendly package Types of claims that showed a decline were children, as


Figure 4.9-30 Trends in launches of sugar and gum confectionery in South America across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Children (5-12)


Gluten-Free


Seasonal


Low/No/Reduced Fat

Kosher

Event Merchandising


486


the demographic claim for the firth half of the period 2006-2011 and on suitable for claim for the second

one. Category of claims that showed an increasing trend were suitable for, natural, positioning and

ethical/environmental. Category of claims that showed a decline were demographic and minus.

Figure 4.9-31 Trends in launches of sugar and gum confectionery in South America across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Demographic

Suitable for

Minus

Positioning


Natural

Plus

Functional

Convenience

Beauty enhancing


487

4.9.3.1 Brazil


use a low/no/reduced allergen claim and gluten free claim. Types of claims that showed an increasing

trend were low/no/reduced allergen, gluten free, low/no/reduced sugar and eco-friendly package. Types of

claims that showed a decline was children.

Figure 4.9-32 Trends in launches of sugar and gum confectionery in Brazil across type of claims

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Gluten-Free

Children (5-12)



Ethical - Charity



Cobranded


488


the suitable for claim. Category of claims that showed an increasing trend were minus, suitable for, natural

and ethical/environmental. Category of claims that showed a decline were demographic, natural and

positioning.

Figure 4.9-33 Trends in launches of sugar and gum confectionery in Brazil across type of claim category

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Demographic


Positioning

Natural

Plus

Functional

Convenience

Beauty enhancing


489

4.9.3.2 Argentina


use a children claim. Types of claims that showed an increasing trend were children, gluten free, event

merchandising, kosher and limited edition. Types of claims that showed a decline were low/no/reduced

sugar, vitamin/mineral fortified and seasonal.

Figure 4.9-34 Trends in launches of sugar and gum confectionery in Argentina across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Children (5-12)



Seasonal


Gluten-Free

Event Merchandising


Kosher

Limited Edition


490


the demographic category of claims. Category of claims that showed an increasing trend were

demographic, suitable for, functional and natural. Category of claims that showed a decline were minus

and plus.

Figure 4.9-35 Trends in launches of sugar and gum confectionery in Argentina across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Demographic

Minus

Positioning

Suitable for

Plus

Functional

Natural

Beauty enhancing


Convenience


491

4.9.3.3 Mexico


use a children claim. Types of claims that showed an increasing trend were seasonal, eco-friendly

package, event merchandising and low/no/reduced fat. Types of claims that showed a decline were

children and low/no/reduced sugar.

Figure 4.9-36 Trends in launches of sugar and gum confectionery in Mexico across type of claims

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Children (5-12)


Seasonal

Ethical - EnvironmentallyFriendly PackageKosher

Event Merchandising

Cobranded

Low/No/Reduced Fat


Limited Edition


492


the demographic category of claims. Category of claims that showed an increasing trend were positioning,

suitable for, ethical/environmental and convenience. Category of claims that showed a decline was

demographic and minus.

Figure 4.9-37 Trends in launches of sugar and gum confectionery in Mexico across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

DemographicPositioningMinusSuitable forEthical & environmentalConvenienceFunctionalNaturalPlus


493

4.9.4 Asia



packaging whereas new formulation showed a decline.

Figure 4.9-38 Trends in launches of sugar and gum confectionery in Asia across launch types

0

10

20

30

40

50

60

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product

New Packaging

New Formulation


494


use a low/no/reduced sugar claim. Types of claims that showed an increasing trend were no

additives/preservatives, vegetarian, halal, low/no/reduced -fat, seasonal and breathe freshening. Types of

claims that showed a decline was children and vitamin/mineral fortified.

Figure 4.9-39 Trends in launches of sugar and gum confectionery in Asia across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)

Vegetarian

Halal



Low/No/Reduced Fat

Seasonal

Breath-Freshening



495


the minus, followed by suitable for and demographic category of claims. Category of claims that showed

an increasing trend were minus, natural, suitable for, functional, convenience, positioning, and

ethical/environmental. Category of claims that showed a decline were demographic and plus.

Figure 4.9-40 Trends in launches of sugar and gum confectionery in Asia across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Suitable for

Demographic

Positioning

Natural

Functional

Plus

Convenience



496

4.9.4.1 China


use, low/no/reduced sugar. Types of claims that showed an increasing trend were no

additives/preservatives, halal, seasonal and breath freshening. Types of claims that showed a decline were

children, vitamin/mineral fortified and low/no/reduced calorie.

Figure 4.9-41 Trends in launches of sugar and gum confectionery in China across type of claims

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)



Breath-Freshening

Halal

Seasonal

Added Calcium



497


the minus claim. Category of claims that showed an increasing trend were functional, suitable for,

convenience and ethical and environmental. Category of claims that showed a decline were demographic,

positioning and plus.

Figure 4.9-42 Trends in launches of sugar and gum confectionery in China across type of claim category

0

5

10

15

20

25

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Demographic

Plus

Functional

Natural

Positioning

Suitable for

Convenience



498

4.9.4.2 Japan


use a low/no/reduced sugar claim. Types of claims that showed an increasing trend were low/no/reduced

sugar, limited edition, breath freshening, seasonal and event merchandising. Types of claims that showed

a decline were vitamin/mineral fortified, children and low/no/reduced calorie.

Figure 4.9-43 Trends in launches of sugar and gum confectionery in Japan across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s



Children (5-12)

Limited Edition

Breath-Freshening

Seasonal

Female


Event Merchandising


499


the minus category of claims. Category of claims that showed an increasing trend were positioning, minus,

convenience, natural and ethical and environmental. Category of claims that showed a decline were

demographic and plus.

Figure 4.9-44 Trends in launches of sugar and gum confectionery in Japan across type of claim category

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Positioning

Demographic

Plus

Functional

Convenience


Natural

Beauty enhancing


500

4.9.4.3 South Korea


use a low/no/reduced sugar claim. Types of claims that showed an increasing trend were no

additives/preservatives, breath freshening, convenient packaging and eco-friendly package. Types of

claims that showed a decline were low/no/reduced sugar, children, low/no/reduced calorie and added

calcium.

Figure 4.9-45 Trends in launches of sugar and gum confectionery in South Korea across type of claims

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)





Ethical - EnvironmentallyFriendly PackageAdded Calcium

Breath-Freshening


501


the minus category of claims. Category of claims that showed an increasing trend were functional,

positioning and natural. Category of claims that showed a decline were minus, demographical, plus and


Figure 4.9-46 Trends in launches of sugar and gum confectionery in South Korea across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Demographic

Natural

Functional

Plus

Positioning



502

4.9.4.4 India



additives/preservatives. Types of claims that showed a decline were low/no/reduced sugar, children.

Figure 4.9-47 Trends in launches of sugar and gum confectionery in India across type of claims

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Vegetarian


Children (5-12)

Halal



Breath-Freshening

All Natural Product

Premium

Other (Functional)


503



suitable for and positioning. Category of claims that showed a decline were demographic, minus,

functional, ethical/environmental and convenience.

Figure 4.9-48 Trends in launches of sugar and gum confectionery in India across type of claim category

0

10

20

30

40

50

60

70

80

90

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Demographic

Natural

Functional

Positioning

Convenience

Plus



504




trend were new products, whereas new formulation and new packaging showed a decline.

Figure 4.9-49 Trends in launches of sugar and gum confectionery in Middle East and Africa across launch types

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

New Product


New Formulation

Relaunch


505


use a low/no/reduced sugar claim. Types of claims that showed an increasing trend were halal, Kosher, no

additives/preservatives and the rest of the top ten claim types. Types of claims that showed a decline were

children and low/no/reduced sugar.

Figure 4.9-50 Trends in launches of sugar and gum confectionery in Middle East and Africa across type of claims

0

5

10

15

20

25

30

35

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)

Halal

Kosher


Low/No/Reduced Fat

Seasonal

Vegetarian



506


the suitable for, followed by the minus category of claims. Category of claims that showed an increasing

trend were suitable for, natural, positioning, and ethical/environmental. Category of claims that showed a

decline were plus, ethical/environmental and minus.

Figure 4.9-51 Trends in launches of sugar and gum confectionery in Middle East and Africa across type of claim category

0

5

10

15

20

25

30

35

40

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Demographic

Natural

Positioning

Functional


Plus

Convenience

Beauty enhancing


507

4.9.5.1 Egypt


belong to low/no/reduced sugar claim. Types of claims that showed an increasing trend were no

additives/preservatives, halal, gluten free, and GMO free. Types of claims that showed a decline were all

natural product, low/no/reduced sugar and children.

Figure 4.9-52 Trends in launches of sugar and gum confectionery in Egypt across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)


Halal

All Natural Product


Gluten-Free

GMO-Free

Vegetarian


508


minus category of claim. Category of claims that showed an increasing trend were natural, suitable for,

and functional. Category of claims that showed a decline were minus, positioning, plus, beauty enhancing

and demographic.

Figure 4.9-53 Trends in launches of sugar and gum confectionery in Egypt across type of claim category

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Suitable for

Natural

Demographic

Functional

Positioning

Beauty enhancing

Plus

Convenience


509

4.9.5.2 Israel


use Kosher followed by low/no/reduced sugar claim. Types of claims that showed an increasing trend

were Kosher, organic, gluten free and no additives/preservatives. Type of claims that showed a decline

was low/no/reduced sugar, children and cobranded.

Figure 4.9-54 Trends in launches of sugar and gum confectionery in Israel across type of claims

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Kosher


Children (5-12)



Organic


Gluten-Free

Cobranded



510


the suitable for followed by minus category of claim. Category of claims that showed an increasing trend

were minus, natural, functional, ethical/environmental and beauty enhancing. Category of claims that

showed a decline was demographic.

Figure 4.9-55 Trends in launches of sugar and gum confectionery in Israel across type of claim category

0

10

20

30

40

50

60

70

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Demographic

Natural

Positioning

Functional


Plus

Beauty enhancing


511



claims that showed an increasing trend were no additives/preservatives, GMO free, halal and ethical and

environmental. Types of claims that showed a decline were low/no/reduced sugar, and children.

Figure 4.9-56 Trends in launches of sugar and gum confectionery in Saudi Arabia across type of claims

0

20

40

60

80

100

120

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s


Children (5-12)

Halal

Vegetarian


GMO-Free

Whitening


Low/No/Reduced Fat

Time/Speed


512


showed an increasing trend were natural, suitable for. Category of claims that showed a decline was

minus.

Figure 4.9-57 Trends in launches of sugar and gum confectionery in Saudi Arabia across type of claim category

0

20

40

60

80

100

120

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Minus

Suitable for

Demographic

Natural

Beauty enhancing

Convenience

Functional


513



use halal followed by children and low/no/reduced sugar. Types of claims that showed an increasing trend

were no additives/preservatives, halal, Kosher, low/no/reduced allergen, seasonal and eco-friendly

package. Types of claims that showed a decline were low/no/reduced sugar, children and low/no/reduced

fat

Figure 4.9-58 Trends in launches of sugar and gum confectionery in South Africa across type of claims

0

5

10

15

20

25

30

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Halal

Children (5-12)



Seasonal

Kosher

Low/No/Reduced Fat




514



for, positioning, and ethical/environmental. Category of claims that showed a decline were minus,

demographic, functional and plus.

Figure 4.9-59 Trends in launches of sugar and gum confectionery in South Africa across type of claim category

0

5

10

15

20

25

30

35

40

45

2006 2007 2008 2009 2010 2011

Perc

ent o

f Lau

nche

s

Suitable for

Minus

Demographic

Positioning

Natural

Functional


Plus

Convenience

Beauty enhancing


515

APPENDIX - LIST OF TABLES

Table 2-1 Description of attributes that are used in the analysis from Mintel .............................................. 2

Table 2-2 Continents and countries on which Mintel registers new product launches ................................. 3

Table 2-3 Categories analyzed and description of products included in each one according to Mintel ....... 4

Table 3-1 Top claims in 2011, decreasing and increasing claims for dairy products ................................... 5

Table 3-2 Top claims in 2011, decreasing and increasing claims for bakery products ................................. 8

Table 3-3 Top claims in 2011, decreasing and increasing claims for chocolate confectionery products ... 11

Table 3-4 Top claims in 2011, decreasing and increasing claims for fruit and vegetables products .......... 14

Table 3-5 Top claims in 2011, decreasing and increasing claims for meals and meal centers products ..... 17

Table 3-6 Top claims in 2011, decreasing and increasing claims for processed fish, meat and egg products

..................................................................................................................................................................... 21

Table 3-7 Top claims in 2011, decreasing and increasing claims for snacks products ............................... 25

Table 3-8 Top claims in 2011, decreasing and increasing claims for sugar and gum confectionery products

..................................................................................................................................................................... 29


516

APPENDIX – LIST OF FIGURES

Figure 4.1-1 Launches of products across all sectors in Europe each year ................................................. 33

Figure 4.1-2 Top companies that launched new products of all categories in Europe in 2011 ................... 34

Figure 4.1-3 Launches of products across all sectors in Asia each year ..................................................... 35

Figure 4.1-4 Top companies that launched new products of all categories in Asia in 2011 ....................... 36

Figure 4.1-5 Launches of products across all sectors in Middle East and Africa each year ....................... 37

Figure 4.1-6 Top companies that launched new products of all categories in Middle East and Africa in

2011 ............................................................................................................................................................. 38

Figure 4.1-7 Launches of products across all sectors in North America each year ..................................... 39

Figure 4.1-8 Top companies that launched new products of all categories in North America in 2011 ...... 40

Figure 4.1-9 Launches of products across all sectors in South America each year ..................................... 41

Figure 4.1-10 Top companies that launched new products of all categories in South America in 2011 .... 42

Figure 4.2-1 Trends in launches of dairy products in Europe across launch types ..................................... 43

Figure 4.2-2 Trends in launches of dairy products in Europe across type of claims ................................... 44

Figure 4.2-3 Trends in launches of dairy products in Europe across type of claim category ..................... 45

Figure 4.2-4 Trends in launches of dairy products in Denmark across type of claims ............................... 46

Figure 4.2-5 Trends in launches of dairy products in Denmark across type of claim category .................. 47

Figure 4.2-6 Trends in launches of dairy products in France across type of claims ................................... 48

Figure 4.2-7 Trends in launches of dairy products in France across type of claim category ...................... 49

Figure 4.2-8 Trends in launches of dairy products in Germany across type of claims ............................... 50

Figure 4.2-9 Trends in launches of dairy products in Germany across type of claim category .................. 51

Figure 4.2-10 Trends in launches of dairy products in Italy across type of claims ..................................... 52

Figure 4.2-11 Trends in launches of dairy products in Italy across type of claim category ........................ 53

Figure 4.2-12 Trends in launches of dairy products in Poland across type of claims ................................. 54

Figure 4.2-13 Trends in launches of dairy products in Poland across type of claim category .................... 55

Figure 4.2-14 Trends in launches of dairy products in Russia across type of claims.................................. 56


517

Figure 4.2-15 Trends in launches of dairy products in Russia across type of claim category .................... 57

Figure 4.2-16 Trends in launches of dairy products in Spain across type of claims ................................... 58

Figure 4.2-17 Trends in launches of dairy products in Spain across type of claim category ...................... 59

Figure 4.2-18 Trends in launches of dairy products in Sweden across type of claims................................ 60

Figure 4.2-19 Trends in launches of dairy products in Sweden across type of claim category .................. 61

Figure 4.2-20 Trends in launches of dairy products in UK across type of claims ...................................... 62

Figure 4.2-21 Trends in launches of dairy products in UK across type of claim category ......................... 63

Figure 4.2-22 Trends in launches of dairy products in North America across launch types ....................... 64

Figure 4.2-23 Trends in launches of dairy products in North America across type of claims .................... 65

Figure 4.2-24 Trends in launches of dairy products in North America across type of claim category ....... 66

Figure 4.2-25 Trends in launches of dairy products in USA across type of claims .................................... 67

Figure 4.2-26 Trends in launches of dairy products in USA across type of claim category ....................... 68

Figure 4.2-27 Trends in launches of dairy products in Canada across type of claims ................................ 69

Figure 4.2-28 Trends in launches of dairy products in Canada across type of claim category ................... 70

Figure 4.2-29 Trends in launches of dairy products in South America across launch types ....................... 71

Figure 4.2-30 Trends in launches of dairy products in South America across type of claims .................... 72

Figure 4.2-31 Trends in launches of dairy products in South America across type of claim category ....... 73

Figure 4.2-32 Trends in launches of dairy products in Brazil across type of claims .................................. 74

Figure 4.2-33 Trends in launches of dairy products in Brazil across type of claim category ..................... 75

Figure 4.2-34 Trends in launches of dairy products in Argentina across type of claims ............................ 76

Figure 4.2-35 Trends in launches of dairy products in Argentina across type of claim category ............... 77

Figure 4.2-36 Trends in launches of dairy products in Mexico across type of claims ................................ 78

Figure 4.2-37 Trends in launches of dairy products in Mexico across type of claim category ................... 79

Figure 4.2-38 Trends in launches of dairy products in Asia across launch types ....................................... 80

Figure 4.2-39 Trends in launches of dairy products in Asia across type of claims ..................................... 81

Figure 4.2-40 Trends in launches of dairy products in Asia across type of claim category ........................ 82


518

Figure 4.2-41 Trends in launches of dairy products in China across type of claims ................................... 83

Figure 4.2-42 Trends in launches of dairy products in China across type of claim category ..................... 84

Figure 4.2-43 Trends in launches of dairy products in Japan across type of claims ................................... 85

Figure 4.2-44 Trends in launches of dairy products in Japan across type of claim category ...................... 86

Figure 4.2-45 Trends in launches of dairy products in South Korea across type of claims ........................ 87

Figure 4.2-46 Trends in launches of dairy products in South Korea across type of claim category ........... 88

Figure 4.2-47 Trends in launches of dairy products in India across type of claims .................................... 89

Figure 4.2-48 Trends in launches of dairy products in India across type of claim category ....................... 90

Figure 4.2-49 Trends in launches of dairy products in Middle East and Africa across launch types ......... 91

Figure 4.2-50 Trends in launches of dairy products in Middle East and Africa across type of claims ....... 92

Figure 4.2-51 Trends in launches of dairy products in Middle East and Africa across type of claim

category ....................................................................................................................................................... 93

Figure 4.2-52 Trends in launches of dairy products in Egypt across type of claims ................................... 94

Figure 4.2-53 Trends in launches of dairy products in Egypt across type of claim category ..................... 95

Figure 4.2-54 Trends in launches of dairy products in Israel across type of claims ................................... 96

Figure 4.2-55 Trends in launches of dairy products in Israel across type of claim category ...................... 97

Figure 4.2-56 Trends in launches of dairy products in Saudi Arabia across type of claims ....................... 98

Figure 4.2-57 Trends in launches of dairy products in Saudi Arabia across type of claim category .......... 99

Figure 4.2-58 Trends in launches of dairy products in South Africa across type of claims ...................... 100

Figure 4.2-59 Trends in launches of dairy products in South Africa across type of claim category......... 101

Figure 4.3-1 Trends in launches of bakery products in Europe across launch types ................................. 102

Figure 4.3-2 Trends in launches of bakery products in Europe across type of claims .............................. 103

Figure 4.3-3 Trends in launches of bakery products in Europe across type of claim category ................. 104

Figure 4.3-4 Trends in launches of bakery products in Denmark across type of claims ........................... 105

Figure 4.3-5 Trends in launches of bakery products in Denmark across type of claim category.............. 106

Figure 4.3-6 Trends in launches of bakery products in France across type of claims ............................... 107


519

Figure 4.3-7 Trends in launches of bakery products in France across type of claim category.................. 108

Figure 4.3-8 Trends in launches of bakery products in Germany across type of claims ........................... 109

Figure 4.3-9 Trends in launches of bakery products in Germany across type of claim category.............. 110

Figure 4.3-10 Trends in launches of bakery products in Italy across type of claims ................................ 111

Figure 4.3-11 Trends in launches of bakery products in Italy across type of claim category ................... 112

Figure 4.3-12 Trends in launches of bakery products in Poland across type of claims ............................ 113

Figure 4.3-13 Trends in launches of bakery products in Poland across type of claim category ............... 114

Figure 4.3-14 Trends in launches of bakery products in Russia across type of claims ............................. 115

Figure 4.3-15 Trends in launches of bakery products in Russia across type of claim category ................ 116

Figure 4.3-16 Trends in launches of bakery products in Spain across type of claims .............................. 117

Figure 4.3-17 Trends in launches of bakery products in Spain across type of claim category ................. 118

Figure 4.3-18 Trends in launches of bakery products in Sweden across type of claims ........................... 119

Figure 4.3-19 Trends in launches of bakery products in Sweden across type of claim category .............. 120

Figure 4.3-20 Trends in launches of bakery products in the UK across type of claims ............................ 121

Figure 4.3-21 Trends in launches of bakery products in the UK across type of claim category ............... 122

Figure 4.3-22 Trends in launches of bakery products in North America across launch types .................. 123

Figure 4.3-23 Trends in launches of bakery products in North America across type of claims ............... 124

Figure 4.3-24 Trends in launches of bakery products in North America across type of claim category .. 125

Figure 4.3-25 Trends in launches of bakery products in USA across type of claims................................ 126

Figure 4.3-26 Trends in launches of bakery products in USA across type of claim category .................. 127

Figure 4.3-27 Trends in launches of bakery products in Canada across type of claims ............................ 128

Figure 4.3-28 Trends in launches of bakery products in Canada across type of claim category .............. 129

Figure 4.3-29 Trends in launches of bakery products in South America across launch types .................. 130

Figure 4.3-30 Trends in launches of bakery products in South America across type of claims ............... 131

Figure 4.3-31 Trends in launches of bakery products in South America across type of claim category .. 132

Figure 4.3-32 Trends in launches of bakery products in Brazil across type of claims .............................. 133


520

Figure 4.3-33 Trends in launches of bakery products in Brazil across type of claim category ................. 134

Figure 4.3-34 Trends in launches of bakery products in Argentina across type of claims ........................ 135

Figure 4.3-35 Trends in launches of bakery products in Argentina across type of claim category .......... 136

Figure 4.3-36 Trends in launches of bakery products in Mexico across type of claims ........................... 137

Figure 4.3-37 Trends in launches of bakery products in Mexico across type of claim category .............. 138

Figure 4.3-38 Trends in launches of bakery products in Asia across launch types ................................... 139

Figure 4.3-39 Trends in launches of bakery products in Asia across type of claims ................................ 140

Figure 4.3-40 Trends in launches of bakery products in Asia across type of claim category ................... 141

Figure 4.3-41 Trends in launches of bakery in China across type of claims ............................................. 142

Figure 4.3-42 Trends in launches of bakery in China across type of claim category................................ 143

Figure 4.3-43 Trends in launches of bakery in Japan across type of claims ............................................. 144

Figure 4.3-44 Trends in launches of bakery in Japan across type of claim category ................................ 145

Figure 4.3-45 Trends in launches of bakery in South Korea across type of claims .................................. 146

Figure 4.3-46 Trends in launches of bakery in South Korea across type of claim category ..................... 147

Figure 4.3-47 Trends in launches of bakery in India across type of claims .............................................. 148

Figure 4.3-48 Trends in launches of bakery in India across type of claim category ................................. 149

Figure 4.3-49 Trends in launches of bakery in Middle East and Africa across launch types ................... 150

Figure 4.3-50 Trends in launches of bakery in Middle East and Africa across type of claims ................. 151

Figure 4.3-51 Trends in launches of bakery in Middle East and Africa across type of claim category .... 152

Figure 4.3-52 Trends in launches of bakery in Egypt across type of claims ............................................. 153

Figure 4.3-53 Trends in launches of bakery in Egypt across type of claim category................................ 154

Figure 4.3-54 Trends in launches of bakery in Israel across type of claims ............................................. 155

Figure 4.3-55 Trends in launches of bakery in Israel across type of claim category ................................ 156

Figure 4.3-56 Trends in launches of bakery in Saudi Arabia across type of claims ................................. 157

Figure 4.3-57 Trends in launches of bakery in Saudi Arabia across type of claim category .................... 158

Figure 4.3-58 Trends in launches of bakery in South Africa across type of claims .................................. 159


521

Figure 4.3-59 Trends in launches of bakery in South Africa across type of claim category ..................... 160

Figure 4.4-1 Trends in launches of chocolate confectionery products in Europe across launch types ..... 161

Figure 4.4-2 Trends in launches of chocolate confectionery products in Europe across type of claims ... 162

Figure 4.4-3 Trends in launches of chocolate confectionery products in Europe across type of claim

category ..................................................................................................................................................... 163

Figure 4.4-4 Trends in launches of chocolate confectionery products in Denmark across type of claims 164

Figure 4.4-5 Trends in launches of chocolate confectionery products in Denmark across type of claim

category ..................................................................................................................................................... 165

Figure 4.4-6 Trends in launches of chocolate confectionery products in France across type of claims ... 166

Figure 4.4-7 Trends in launches of chocolate confectionery products in France across type of claim

category ..................................................................................................................................................... 167

Figure 4.4-8 Trends in launches of chocolate confectionery products in Germany across type of claims 168

Figure 4.4-9 Trends in launches of chocolate confectionery products in Germany across type of claim

category ..................................................................................................................................................... 169

Figure 4.4-10 Trends in launches of chocolate confectionery products in Italy across type of claims ..... 170

Figure 4.4-11 Trends in launches of chocolate confectionery products in Italy across type of claim

category ..................................................................................................................................................... 171

Figure 4.4-12 Trends in launches of chocolate confectionery products in Poland across type of claims . 172

Figure 4.4-13 Trends in launches of chocolate confectionery products in Poland across type of claim

category ..................................................................................................................................................... 173

Figure 4.4-14 Trends in launches of chocolate confectionery products in Russia across type of claims .. 174

Figure 4.4-15 Trends in launches of chocolate confectionery products in Russia across type of claim

category ..................................................................................................................................................... 175

Figure 4.4-16 Trends in launches of chocolate confectionery products in Spain across type of claims ... 176

Figure 4.4-17 Trends in launches of chocolate confectionery products in Spain across type of claim

category ..................................................................................................................................................... 177

Figure 4.4-18 Trends in launches of chocolate confectionery products in Sweden across type of claims 178


522

Figure 4.4-19 Trends in launches of chocolate confectionery products in Sweden across type of claim

category ..................................................................................................................................................... 179

Figure 4.4-20 Trends in launches of chocolate confectionery products in UK across type of claims ...... 180

Figure 4.4-21 Trends in launches of chocolate confectionery products in UK across type of claim category

................................................................................................................................................................... 181

Figure 4.4-22 Trends in launches of chocolate confectionery products in North America across launch

types .......................................................................................................................................................... 182

Figure 4.4-23 Trends in launches of chocolate confectionery products in North America across type of

claims ........................................................................................................................................................ 183

Figure 4.4-24 Trends in launches of chocolate confectionery products in North America across type of

claim category ........................................................................................................................................... 184

Figure 4.4-25 Trends in launches of chocolate confectionery products in USA across type of claims .... 185

Figure 4.4-26 Trends in launches of chocolate confectionery products in USA across type of claim

category ..................................................................................................................................................... 186

Figure 4.4-27 Trends in launches of chocolate confectionery products in Canada across type of claims 187

Figure 4.4-28 Trends in launches of chocolate confectionery products in Canada across type of claim

category ..................................................................................................................................................... 188

Figure 4.4-29 Trends in launches of chocolate confectionery products in South America across launch

types .......................................................................................................................................................... 189

Figure 4.4-30 Trends in launches of chocolate confectionery products in South America across type of

claims ........................................................................................................................................................ 190

Figure 4.4-31 Trends in launches of chocolate confectionery products in South America across type of

claim category ........................................................................................................................................... 191

Figure 4.4-32 Trends in launches of chocolate confectionery products in Brazil across type of claims .. 192

Figure 4.4-33 Trends in launches of chocolate confectionery products in Brazil across type of claim

category ..................................................................................................................................................... 193

Figure 4.4-34 Trends in launches of chocolate confectionery products in Argentina across type of claims

................................................................................................................................................................... 194


523

Figure 4.4-35 Trends in launches of chocolate confectionery products in Argentina across type of claim

category ..................................................................................................................................................... 195

Figure 4.4-36 Trends in launches of chocolate confectionery products in Mexico across type of claims 196

Figure 4.4-37 Trends in launches of chocolate confectionery products in Mexico across type of claim

category ..................................................................................................................................................... 197

Figure 4.4-38 Trends in launches of chocolate confectionery products in Asia across launch types ....... 198

Figure 4.4-39 Trends in launches of chocolate confectionery products in Asia across type of claims ..... 199

Figure 4.4-40 Trends in launches of chocolate confectionery products in Asia across type of claim

category ..................................................................................................................................................... 200

Figure 4.4-41 Trends in launches of chocolate confectionery products in China across type of claims ... 201

Figure 4.4-42 Trends in launches of chocolate confectionery products in China across type of claim

category ..................................................................................................................................................... 202

Figure 4.4-43 Trends in launches of chocolate confectionery products in Japan across type of claims ... 203

Figure 4.4-44 Trends in launches of chocolate confectionery products in Japan across type of claim

category ..................................................................................................................................................... 204

Figure 4.4-45 Trends in launches of chocolate confectionery products in South Korea across type of

claims ........................................................................................................................................................ 205

Figure 4.4-46 Trends in launches of chocolate confectionery products in South Korea across type of claim

category ..................................................................................................................................................... 206

Figure 4.4-47 Trends in launches of chocolate confectionery products in India across type of claims .... 207

Figure 4.4-48 Trends in launches of chocolate confectionery products in India across type of claim

category ..................................................................................................................................................... 208

Figure 4.4-49 Trends in launches of chocolate confectionery products in Middle East and Africa across

launch types ............................................................................................................................................... 209


type of claims ............................................................................................................................................ 210


type of claim category ............................................................................................................................... 211


524

Figure 4.4-52 Trends in launches of chocolate confectionery products in Egypt across type of claims ... 212

Figure 4.4-53 Trends in launches of chocolate confectionery products in Egypt across type of claim

category ..................................................................................................................................................... 213

Figure 4.4-54 Trends in launches of chocolate confectionery products in Israel across type of claims ... 214

Figure 4.4-55 Trends in launches of chocolate confectionery products in Israel across type of claim

category ..................................................................................................................................................... 215

Figure 4.4-56 Trends in launches of chocolate confectionery products in Saudi Arabia across type of

claims ........................................................................................................................................................ 216

Figure 4.4-57 Trends in launches of chocolate confectionery products in Saudi Arabia across type of claim

category ..................................................................................................................................................... 217

Figure 4.4-58 Trends in launches of chocolate confectionery products in South Africa across type of

claims ........................................................................................................................................................ 218

Figure 4.4-59 Trends in launches of chocolate confectionery products in South Africa across type of claim

category ..................................................................................................................................................... 219

Figure 4.5-1 Trends in launches of fruits and vegetables in Europe across launch types ......................... 220

Figure 4.5-2 Trends in launches of fruits and vegetables in Europe across type of claims ....................... 221

Figure 4.5-3 Trends in launches of fruits and vegetables in Europe across type of claim category ......... 222

Figure 4.5-4 Trends in launches of fruit and vegetables products in Denmark across type of claims ...... 223

Figure 4.5-5 Trends in launches of fruit and vegetables products in Denmark across type of claim category

................................................................................................................................................................... 224

Figure 4.5-6 Trends in launches of fruit and vegetables products in France across type of claims .......... 225

Figure 4.5-7 Trends in launches of fruit and vegetables products in France across type of claim category

................................................................................................................................................................... 226

Figure 4.5-8 Trends in launches of fruit and vegetables products in Germany across type of claims ...... 227

Figure 4.5-9 Trends in launches of fruit and vegetables products in Germany across type of claim category

................................................................................................................................................................... 228

Figure 4.5-10 Trends in launches of fruit and vegetables products in Italy across type of claims ............ 229

Figure 4.5-11 Trends in launches of fruit and vegetables products in Italy across type of claim category230


525

Figure 4.5-12 Trends in launches of fruit and vegetables products in Poland across type of claims ........ 231

Figure 4.5-13 Trends in launches of fruit and vegetables products in Poland across type of claim category

................................................................................................................................................................... 232

Figure 4.5-14 Trends in launches of fruit and vegetables products in Russia across type of claims ........ 233

Figure 4.5-15 Trends in launches of fruit and vegetables products in Russia across type of claim category

................................................................................................................................................................... 234

Figure 4.5-16 Trends in launches of fruit and vegetables products in Spain across type of claims .......... 235

Figure 4.5-17 Trends in launches of fruit and vegetables products in Spain across type of claim category

................................................................................................................................................................... 236

Figure 4.5-18 Trends in launches of fruit and vegetables products in Sweden across type of claims ...... 237

Figure 4.5-19 Trends in launches of fruit and vegetables products in Sweden across type of claim category

................................................................................................................................................................... 238

Figure 4.5-20 Trends in launches of fruit and vegetables products in UK across type of claims ............. 239

Figure 4.5-21 Trends in launches of fruit and vegetables products in South Africa across type of claim

category ..................................................................................................................................................... 240

Figure 4.5-22 Trends in launches of fruits and vegetables in North America across launch types ........... 241

Figure 4.5-23 Trends in launches of fruits and vegetables in North America across type of claims ........ 242

Figure 4.5-24 Trends in launches of fruits and vegetables in North America across type of claim category

................................................................................................................................................................... 243

Figure 4.5-25 Trends in launches of dairy products in USA across type of claims .................................. 244

Figure 4.5-26 Trends in launches of dairy products in USA across type of claim category ..................... 245

Figure 4.5-27 Trends in launches of dairy products in Canada across type of claims .............................. 246

Figure 4.5-28 Trends in launches of dairy products in Canada across type of claim category ................. 247

Figure 4.5-29 Trends in launches of fruits and vegetables in South America across launch types ........... 248

Figure 4.5-30 Trends in launches of fruits and vegetables in South America across type of claims ........ 249

Figure 4.5-31 Trends in launches of fruits and vegetables in South America across type of claim category

................................................................................................................................................................... 250

Figure 4.5-32 Trends in launches of dairy products in Brazil across type of claims ................................ 251


526

Figure 4.5-33 Trends in launches of dairy products in Brazil across type of claim category ................... 252

Figure 4.5-34 Trends in launches of dairy products in Argentina across type of claims .......................... 253

Figure 4.5-35 Trends in launches of dairy products in Argentina across type of claim category ............. 254

Figure 4.5-36 Trends in launches of dairy products in Mexico across type of claims .............................. 255

Figure 4.5-37 Trends in launches of dairy products in Mexico across type of claim category ................. 256

Figure 4.5-38 Trends in launches of fruits and vegetables in Asia across launch types ........................... 257

Figure 4.5-39 Trends in launches of fruits and vegetables in Asia across type of claims ......................... 258

Figure 4.5-40 Trends in launches of fruits and vegetables in Asia across type of claim category ............ 259

Figure 4.5-41 Trends in launches of fruits and vegetables products in China across type of claims ........ 260

Figure 4.5-42 Trends in launches of fruits and vegetables products in China across type of claim category

................................................................................................................................................................... 261

Figure 4.5-43 Trends in launches of fruits and vegetables products in Japan across type of claims ........ 262

Figure 4.5-44 Trends in launches of fruits and vegetables products in Japan across type of claim category

................................................................................................................................................................... 263

Figure 4.5-45 Trends in launches of fruits and vegetables products in South Korea across type of claims

................................................................................................................................................................... 264

Figure 4.5-46 Trends in launches of fruits and vegetables products in South Korea across type of claim

category ..................................................................................................................................................... 265

Figure 4.5-47 Trends in launches of fruits and vegetables products in India across type of claims ......... 266

Figure 4.5-48 Trends in launches of fruits and vegetables products in India across type of claim category

................................................................................................................................................................... 267

Figure 4.5-49 Trends in launches of fruits and vegetables in Middle East and Africa across launch types

................................................................................................................................................................... 268

Figure 4.5-50 Trends in launches of fruits and vegetables in Middle East and Africa across type of claims

................................................................................................................................................................... 269

Figure 4.5-51 Trends in launches of fruits and vegetables in Middle East and Africa across type of claim

category ..................................................................................................................................................... 270

Figure 4.5-52 Trends in launches of fruits and vegetables products in Egypt across type of claims ........ 271


527

Figure 4.5-53 Trends in launches of fruits and vegetables products in Egypt across type of claim category

................................................................................................................................................................... 272

Figure 4.5-54 Trends in launches of fruits and vegetables products in Israel across type of claims......... 273

Figure 4.5-55 Trends in launches of fruits and vegetables products in Israel across type of claim category

................................................................................................................................................................... 274

Figure 4.5-56 Trends in launches of fruits and vegetables products in Saudi Arabia across type of claims

................................................................................................................................................................... 275

Figure 4.5-57 Trends in launches of fruits and vegetables products in Saudi Arabia across type of claim

category ..................................................................................................................................................... 276

Figure 4.5-58 Trends in launches of fruits and vegetables products in South Africa across type of claims

................................................................................................................................................................... 277

Figure 4.5-59 Trends in launches of fruits and vegetables products in South Africa across type of claim

category ..................................................................................................................................................... 278

Figure 4.6-1 Trends in launches of meals and meal centers in Europe across launch types ..................... 279

Figure 4.6-2 Trends in launches of meals and meal centers in Europe across type of claims .................. 280

Figure 4.6-3 Trends in launches of meals and meal centers in Europe across type of claim category ..... 281

Figure 4.6-4 Trends in launches of meals and meal centers in Denmark across type of claims ............... 282

Figure 4.6-5 Trends in launches of meals and meal centers in Denmark across type of claim category .. 283

Figure 4.6-6 Trends in launches of meals and meal centers in France across type of claims ................... 284

Figure 4.6-7 Trends in launches of meals and meal centers in France across type of claim category ...... 285

Figure 4.6-8 Trends in launches of meals and meal centers in Germany across type of claims ............... 286

Figure 4.6-9 Trends in launches of meals and meal centers in Germany across type of claim category .. 287

Figure 4.6-10 Trends in launches of meals and meal centers in Italy across type of claims ..................... 288

Figure 4.6-11 Trends in launches of meals and meal centers in Italy across type of claim category ........ 289

Figure 4.6-12 Trends in launches of meals and meal centers in Poland across type of claims ................. 290

Figure 4.6-13 Trends in launches of meals and meal centers in Poland across type of claim category .... 291

Figure 4.6-14 Trends in launches of meals and meal centers in Russia across type of claims ................. 292


528

Figure 4.6-15 Trends in launches of meals and meal centers in Russia across type of claim category .... 293

Figure 4.6-16 Trends in launches of meals and meal centers in Spain across type of claims ................... 294

Figure 4.6-17 Trends in launches of meals and meal centers in Spain across type of claim category ...... 295

Figure 4.6-18 Trends in launches of meals and meal centers in Sweden across type of claims ............... 296

Figure 4.6-19 Trends in launches of meals and meal centers in Sweden across type of claim category .. 297

Figure 4.6-20 Trends in launches of meals and meal centers in UK across type of claims ...................... 298

Figure 4.6-21 Trends in launches of meals and meal centers in UK across type of claim category ......... 299

Figure 4.6-22 Trends in launches of meals and meal centers in North America across launch types....... 300

Figure 4.6-23 Trends in launches of meals and meal centers in North America across type of claims .... 301

Figure 4.6-24 Trends in launches of meals and meal centers in North America across type of claim

category ..................................................................................................................................................... 302

Figure 4.6-25 Trends in launches of meals and meal centers in USA across type of claims .................... 303

Figure 4.6-26 Trends in launches of meals and meal centers in USA across type of claim category ....... 304

Figure 4.6-27 Trends in launches of meals and meal centers in Canada across type of claims ................ 305

Figure 4.6-28 Trends in launches of meals and meal centers in Canada across type of claim category ... 306

Figure 4.6-29 Trends in launches of meals and meal centers in South America across launch types....... 307

Figure 4.6-30 Trends in launches of meals and meal centers in South America across type of claims .... 308

Figure 4.6-31 Trends in launches of meals and meal centers in South America across type of claim

category ..................................................................................................................................................... 309

Figure 4.6-32 Trends in launches of meals and meal centers in Brazil across type of claims .................. 310

Figure 4.6-33 Trends in launches of meals and meal centers in Brazil across type of claim category ..... 311

Figure 4.6-34 Trends in launches of meals and meal centers in Argentina across type of claims ............ 312

Figure 4.6-35 Trends in launches of meals and meal centers in Argentina across type of claim category 313

Figure 4.6-36 Trends in launches of meals and meal centers in Mexico across type of claims ................ 314

Figure 4.6-37 Trends in launches of meals and meal centers in Mexico across type of claim category ... 315

Figure 4.6-38 Trends in launches of meals and meal centers in Asia across launch types ....................... 316


529

Figure 4.6-39 Trends in launches of meals and meal centers in Asia across type of claims ..................... 317

Figure 4.6-40 Trends in launches of meals and meal centers in Asia across type of claim category ........ 318

Figure 4.6-41 Trends in launches of meals and meal centers in China across type of claims .................. 319

Figure 4.6-42 Trends in launches of meals and meal centers in China across type of claim category ..... 320

Figure 4.6-43 Trends in launches of meals and meal centers in Japan across type of claims ................... 321

Figure 4.6-44 Trends in launches of meals and meal centers in Japan across type of claim category ...... 322

Figure 4.6-45 Trends in launches of meals and meal centers in South Korea across type of claims ........ 323

Figure 4.6-46 Trends in launches of meals and meal centers in South Korea across type of claim category

................................................................................................................................................................... 324

Figure 4.6-47 Trends in launches of meals and meal centers in India across type of claims .................... 325

Figure 4.6-48 Trends in launches of meals and meal centers in India across type of claim category ....... 326

Figure 4.6-49 Trends in launches of meals and meal centers in Middle East and Africa across launch types

................................................................................................................................................................... 327

Figure 4.6-50 Trends in launches of meals and meal centers in Middle East and Africa across type of

claims ........................................................................................................................................................ 328

Figure 4.6-51 Trends in launches of meals and meal centers in Middle East and Africa across type of

claim category ........................................................................................................................................... 329

Figure 4.6-52 Trends in launches of meals and meal centers in Egypt across type of claims .................. 330

Figure 4.6-53 Trends in launches of meals and meal centers in Egypt across type of claim category ..... 331

Figure 4.6-54 Trends in launches of meals and meal centers in Israel across type of claims ................... 332

Figure 4.6-55 Trends in launches of meals and meal centers in Israel across type of claim category ...... 333

Figure 4.6-56 Trends in launches of meals and meal centers in Saudi Arabia across type of claims ....... 334

Figure 4.6-57 Trends in launches of meals and meal centers in Saudi Arabia across type of claim category

................................................................................................................................................................... 335

Figure 4.6-58 Trends in launches of meals and meal centers in South Africa across type of claims ........ 336

Figure 4.6-59 Trends in launches of meals and meal centers in South Africa across type of claim category

................................................................................................................................................................... 337


530

Figure 4.7-1 Trends in launches of processed fish meat and egg products in Europe across launch types338

Figure 4.7-2 Trends in launches of processed fish meat and egg products in Europe across type of claims

................................................................................................................................................................... 339

Figure 4.7-3 Trends in launches of processed fish meat and egg products in Europe across type of claim

category ..................................................................................................................................................... 340

Figure 4.7-4 Trends in launches of processed fish meat and egg products in Denmark across type of claims

................................................................................................................................................................... 341

Figure 4.7-5 Trends in launches of processed fish meat and egg products in Denmark across type of claim

category ..................................................................................................................................................... 342

Figure 4.7-6 Trends in launches of processed fish meat and egg products in France across type of claims

................................................................................................................................................................... 343

Figure 4.7-7 Trends in launches of processed fish meat and egg products in France across type of claim

category ..................................................................................................................................................... 344

Figure 4.7-8 Trends in launches of processed fish meat and egg products in Germany across type of claims

................................................................................................................................................................... 345

Figure 4.7-9 Trends in launches of processed fish meat and egg products in Germany across type of claim

category ..................................................................................................................................................... 346

Figure 4.7-10 Trends in launches of processed fish meat and egg products in Italy across type of claims

................................................................................................................................................................... 347

Figure 4.7-11 Trends in launches of processed fish meat and egg products in Italy across type of claim

category ..................................................................................................................................................... 348

Figure 4.7-12 Trends in launches of processed fish meat and egg products in Poland across type of claims

................................................................................................................................................................... 349

Figure 4.7-13 Trends in launches of processed fish meat and egg products in Poland across type of claim

category ..................................................................................................................................................... 350

Figure 4.7-14 Trends in launches of processed fish meat and egg products in Russia across type of claims

................................................................................................................................................................... 351

Figure 4.7-15 Trends in launches of processed fish meat and egg products in Russia across type of claim

category ..................................................................................................................................................... 352


531

Figure 4.7-16 Trends in launches of processed fish meat and egg products in Spain across type of claims

................................................................................................................................................................... 353

Figure 4.7-17 Trends in launches of processed fish meat and egg products in Spain across type of claim

category ..................................................................................................................................................... 354

Figure 4.7-18 Trends in launches of processed fish meat and egg products in Sweden across type of claims

................................................................................................................................................................... 355

Figure 4.7-19 Trends in launches of processed fish meat and egg products in Sweden across type of claim

category ..................................................................................................................................................... 356

Figure 4.7-20 Trends in launches of processed fish meat and egg products in UK across type of claims 357

Figure 4.7-21 Trends in launches of processed fish meat and egg products in UK across type of claim

category ..................................................................................................................................................... 358

Figure 4.7-22 Trends in launches of processed fish meat and egg products in North America across launch

types .......................................................................................................................................................... 359

Figure 4.7-23 Trends in launches of processed fish meat and egg products in North America across type of

claims ........................................................................................................................................................ 360

Figure 4.7-24 Trends in launches of processed fish meat and egg products in North America across type of

claim category ........................................................................................................................................... 361

Figure 4.7-25 Trends in launches of processed fish meat and egg products in USA across type of claims

................................................................................................................................................................... 362

Figure 4.7-26 Trends in launches of processed fish meat and egg products in USA across type of claim

category ..................................................................................................................................................... 363

Figure 4.7-27 Trends in launches of processed fish meat and egg products in Canada across type of claims

................................................................................................................................................................... 364

Figure 4.7-28 Trends in launches of processed fish meat and egg products in Canada across type of claim

category ..................................................................................................................................................... 365

Figure 4.7-29 Trends in launches of processed fish meat and egg products in South America across launch

types .......................................................................................................................................................... 366

Figure 4.7-30 Trends in launches of processed fish meat and egg products in South America across type of

claims ........................................................................................................................................................ 367


532

Figure 4.7-31 Trends in launches of processed fish meat and egg products in South America across type of

claim category ........................................................................................................................................... 368

Figure 4.7-32 Trends in launches of processed fish meat and egg products in Brazil across type of claims

................................................................................................................................................................... 369

Figure 4.7-33 Trends in launches of processed fish meat and egg products in Brazil across type of claim

category ..................................................................................................................................................... 370

Figure 4.7-34 Trends in launches of processed fish meat and egg products in Argentina across type of

claims ........................................................................................................................................................ 371

Figure 4.7-35 Trends in launches of processed fish meat and egg products in Argentina across type of

claim category ........................................................................................................................................... 372

Figure 4.7-36 Trends in launches of processed fish meat and egg products in Mexico across type of claims

................................................................................................................................................................... 373

Figure 4.7-37 Trends in launches of processed fish meat and egg products in Mexico across type of claim

category ..................................................................................................................................................... 374

Figure 4.7-38 Trends in launches of processed fish meat and egg products in Asia across launch types . 375

Figure 4.7-39 Trends in launches of processed fish meat and egg products in Asia across type of claims

................................................................................................................................................................... 376

Figure 4.7-40 Trends in launches of processed fish meat and egg products in Asia across type of claim

category ..................................................................................................................................................... 377

Figure 4.7-41 Trends in launches of processed fish meat and egg products in China across type of claims

................................................................................................................................................................... 378

Figure 4.7-42 Trends in launches of processed fish meat and egg products in China across type of claim

category ..................................................................................................................................................... 379

Figure 4.7-43 Trends in launches of processed fish meat and egg products in Japan across type of claims

................................................................................................................................................................... 380

Figure 4.7-44 Trends in launches of processed fish meat and egg products in Japan across type of claim

category ..................................................................................................................................................... 381

Figure 4.7-45 Trends in launches of processed fish meat and egg products in South Korea across type of

claims ........................................................................................................................................................ 382


533

Figure 4.7-46 Trends in launches of processed fish meat and egg products in South Korea across type of

claim category ........................................................................................................................................... 383

Figure 4.7-47 Trends in launches of processed fish meat and egg products in India across type of claims

................................................................................................................................................................... 384

Figure 4.7-48 Trends in launches of processed fish meat and egg products in India across type of claim

category ..................................................................................................................................................... 385

Figure 4.7-49 Trends in launches of processed fish meat and egg products in Middle East and Africa

across launch types .................................................................................................................................... 386


across type of claims ................................................................................................................................. 387


across type of claim category .................................................................................................................... 388

Figure 4.7-52 Trends in launches of processed fish meat and egg products in Egypt across type of claims

................................................................................................................................................................... 389

Figure 4.7-53 Trends in launches of processed fish meat and egg products in Egypt across type of claim

category ..................................................................................................................................................... 390

Figure 4.7-54 Trends in launches of processed fish meat and egg products in Israel across type of claims

................................................................................................................................................................... 391

Figure 4.7-55 Trends in launches of processed fish meat and egg products in Israel across type of claim

category ..................................................................................................................................................... 392

Figure 4.7-56 Trends in launches of processed fish meat and egg products in Saudi Arabia across type of

claims ........................................................................................................................................................ 393

Figure 4.7-57 Trends in launches of processed fish meat and egg products in Saudi Arabia across type of

claim category ........................................................................................................................................... 394

Figure 4.7-58 Trends in launches of processed fish meat and egg products in South Africa across type of

claims ........................................................................................................................................................ 395

Figure 4.7-59 Trends in launches of processed fish meat and egg products in South Africa across type of

claim category ........................................................................................................................................... 396

Figure 4.8-1 Trends in launches of snacks in Europe across launch types ............................................... 397


534

Figure 4.8-2 Trends in launches of snacks in Europe across type of claims ............................................. 398

Figure 4.8-3 Trends in launches of snacks in Europe across type of claim category ................................ 399

Figure 4.8-4 Trends in launches of snacks in Denmark across type of claims .......................................... 400

Figure 4.8-5 Trends in launches of snacks in Denmark across type of claim category ............................ 401

Figure 4.8-6 Trends in launches of snacks in France across type of claims .............................................. 402

Figure 4.8-7 Trends in launches of snacks in France across type of claim category ................................ 403

Figure 4.8-8 Trends in launches of snacks in Germany across type of claims .......................................... 404

Figure 4.8-9 Trends in launches of snacks in Germany across type of claim category ............................ 405

Figure 4.8-10 Trends in launches of snacks in Italy across type of claims ............................................... 406

Figure 4.8-11 Trends in launches of snacks in Italy across type of claim category .................................. 407

Figure 4.8-12 Trends in launches of snacks in Poland across type of claims ........................................... 408

Figure 4.8-13 Trends in launches of snacks in Poland across type of claim category .............................. 409

Figure 4.8-14 Trends in launches of snacks in Russia across type of claims ............................................ 410

Figure 4.8-15 Trends in launches of snacks in Russia across type of claim category ............................... 411

Figure 4.8-16 Trends in launches of snacks in Spain across type of claims ............................................. 412

Figure 4.8-17 Trends in launches of snacks in Spain across type of claim category ................................ 413

Figure 4.8-18 Trends in launches of snacks in Sweden across type of claims .......................................... 414

Figure 4.8-19 Trends in launches of snacks in Sweden across type of claim category ............................. 415

Figure 4.8-20 Trends in launches of snacks in UK across type of claims ................................................. 416

Figure 4.8-21 Trends in launches of snacks in UK across type of claim category.................................... 417

Figure 4.8-22 Trends in launches of snacks in North America across launch types ................................. 418

Figure 4.8-23 Trends in launches of snacks in North America across type of claims .............................. 419

Figure 4.8-24 Trends in launches of snacks in North America across type of claim category ................. 420

Figure 4.8-25 Trends in launches of snacks in USA across type of claims .............................................. 421

Figure 4.8-26 Trends in launches of snacks in USA across type of claim category ................................. 422

Figure 4.8-27 Trends in launches of snacks in Canada across type of claims........................................... 423


535

Figure 4.8-28 Trends in launches of snacks in Canada across type of claim category ............................. 424

Figure 4.8-29 Trends in launches of snacks in South America across launch types ................................. 425

Figure 4.8-30 Trends in launches of snacks in South America across type of claims .............................. 426

Figure 4.8-31 Trends in launches of snacks in South America across type of claim category ................. 427

Figure 4.8-32 Trends in launches of snacks in Brazil across type of claims ............................................. 428

Figure 4.8-33 Trends in launches of snacks in Brazil across type of claim category................................ 429

Figure 4.8-34 Trends in launches of snacks in Argentina across type of claims....................................... 430

Figure 4.8-35 Trends in launches of snacks in Argentina across type of claim category ......................... 431

Figure 4.8-36 Trends in launches of snacks in Mexico across type of claims .......................................... 432

Figure 4.8-37 Trends in launches of snacks in Mexico across type of claim category ............................. 433

Figure 4.8-38 Trends in launches of snacks in Asia across launch types .................................................. 434

Figure 4.8-39 Trends in launches of snacks in Asia across type of claims ............................................... 435

Figure 4.8-40 Trends in launches of snacks in Asia across type of claim category .................................. 436

Figure 4.8-41 Trends in launches of snacks in China across type of claims ............................................. 437

Figure 4.8-42 Trends in launches of snacks in China across type of claim category ................................ 438

Figure 4.8-43 Trends in launches of snacks in Japan across type of claims ............................................. 439

Figure 4.8-44 Trends in launches of snacks in Japan across type of claim category ................................ 440

Figure 4.8-45 Trends in launches of snacks in South Korea across type of claims .................................. 441

Figure 4.8-46 Trends in launches of snacks in South Korea across type of claim category ..................... 442

Figure 4.8-47 Trends in launches of snacks in India across type of claims .............................................. 443

Figure 4.8-48 Trends in launches of snacks in India across type of claim category ................................. 444

Figure 4.8-49 Trends in launches of snacks in Middle East and Africa across launch types .................... 445

Figure 4.8-50 Trends in launches of snacks in Middle East and Africa across type of claims ................. 446

Figure 4.8-51 Trends in launches of snacks in Middle East and Africa across type of claim category .... 447

Figure 4.8-52 Trends in launches of snacks in Egypt across type of claims ............................................. 448

Figure 4.8-53 Trends in launches of snacks in Egypt across type of claim category ................................ 449


536

Figure 4.8-54 Trends in launches of snacks in Israel across type of claims .............................................. 450

Figure 4.8-55 Trends in launches of snacks in Israel across type of claim category ................................ 451

Figure 4.8-56 Trends in launches of snacks in Saudi Arabia across type of claims.................................. 452

Figure 4.8-57 Trends in launches of snacks in Saudi Arabia across type of claim category .................... 453

Figure 4.8-58 Trends in launches of snacks in South Africa across type of claims .................................. 454

Figure 4.8-59 Trends in launches of snacks in South Africa across type of claim category ..................... 455

Figure 4.9-1 Trends in launches of sugar and gum confectionery in Europe across launch types ............ 456

Figure 4.9-2 Trends in launches of sugar and gum confectionery in Europe across type of claims ......... 457

Figure 4.9-3 Trends in launches of sugar and gum confectionery in Europe across type of claim category

................................................................................................................................................................... 458

Figure 4.9-4 Trends in launches of sugar and gum confectionery in Denmark across type of claims ...... 459

Figure 4.9-5 Trends in launches of sugar and gum confectionery in Denmark across type of claim category

................................................................................................................................................................... 460

Figure 4.9-6 Trends in launches of sugar and gum confectionery in France across type of claims .......... 461

Figure 4.9-7 Trends in launches of sugar and gum confectionery in France across type of claim category

................................................................................................................................................................... 462

Figure 4.9-8 Trends in launches of sugar and gum confectionery in Germany across type of claims ...... 463

Figure 4.9-9 Trends in launches of sugar and gum confectionery in Germany across type of claim category

................................................................................................................................................................... 464

Figure 4.9-10 Trends in launches of sugar and gum confectionery in Italy across type of claims ........... 465

Figure 4.9-11 Trends in launches of sugar and gum confectionery in Italy across type of claim category

................................................................................................................................................................... 466

Figure 4.9-12 Trends in launches of sugar and gum confectionery in Poland across type of claims ........ 467

Figure 4.9-13 Trends in launches of sugar and gum confectionery in Poland across type of claim category

................................................................................................................................................................... 468

Figure 4.9-14 Trends in launches of sugar and gum confectionery in Russia across type of claims ........ 469

Figure 4.9-15 Trends in launches of sugar and gum confectionery in Russia across type of claim category

................................................................................................................................................................... 470


537

Figure 4.9-16 Trends in launches of sugar and gum confectionery in Spain across type of claims .......... 471

Figure 4.9-17 Trends in launches of sugar and gum confectionery in Spain across type of claim category

................................................................................................................................................................... 472

Figure 4.9-18 Trends in launches of sugar and gum confectionery in Sweden across type of claims ...... 473

Figure 4.9-19 Trends in launches of sugar and gum confectionery in Sweden across type of claim category

................................................................................................................................................................... 474

Figure 4.9-20 Trends in launches of sugar and gum confectionery in UK across type of claims ............. 475

Figure 4.9-21 Trends in launches of sugar and gum confectionery in UK across type of claim category 476

Figure 4.9-22 Trends in launches of sugar and gum confectionery in North America across launch types

................................................................................................................................................................... 477

Figure 4.9-23 Trends in launches of sugar and gum confectionery in North America across type of claims

................................................................................................................................................................... 478

Figure 4.9-24 Trends in launches of sugar and gum confectionery in North America across type of claim

category ..................................................................................................................................................... 479

Figure 4.9-25 Trends in launches of sugar and gum confectionery in USA across type of claims ........... 480

Figure 4.9-26 Trends in launches of sugar and gum confectionery in USA across type of claim category

................................................................................................................................................................... 481

Figure 4.9-27 Trends in launches of sugar and gum confectionery in Canada across type of claims ....... 482

Figure 4.9-28 Trends in launches of sugar and gum confectionery in Canada across type of claim category

................................................................................................................................................................... 483

Figure 4.9-29 Trends in launches of sugar and gum confectionery in South America across launch types

................................................................................................................................................................... 484

Figure 4.9-30 Trends in launches of sugar and gum confectionery in South America across type of claims

................................................................................................................................................................... 485

Figure 4.9-31 Trends in launches of sugar and gum confectionery in South America across type of claim

category ..................................................................................................................................................... 486

Figure 4.9-32 Trends in launches of sugar and gum confectionery in Brazil across type of claims ......... 487


538

Figure 4.9-33 Trends in launches of sugar and gum confectionery in Brazil across type of claim category

................................................................................................................................................................... 488

Figure 4.9-34 Trends in launches of sugar and gum confectionery in Argentina across type of claims ... 489

Figure 4.9-35 Trends in launches of sugar and gum confectionery in Argentina across type of claim

category ..................................................................................................................................................... 490

Figure 4.9-36 Trends in launches of sugar and gum confectionery in Mexico across type of claims....... 491

Figure 4.9-37 Trends in launches of sugar and gum confectionery in Mexico across type of claim category

................................................................................................................................................................... 492

Figure 4.9-38 Trends in launches of sugar and gum confectionery in Asia across launch types .............. 493

Figure 4.9-39 Trends in launches of sugar and gum confectionery in Asia across type of claims ........... 494

Figure 4.9-40 Trends in launches of sugar and gum confectionery in Asia across type of claim category

................................................................................................................................................................... 495

Figure 4.9-41 Trends in launches of sugar and gum confectionery in China across type of claims ......... 496

Figure 4.9-42 Trends in launches of sugar and gum confectionery in China across type of claim category

................................................................................................................................................................... 497

Figure 4.9-43 Trends in launches of sugar and gum confectionery in Japan across type of claims .......... 498

Figure 4.9-44 Trends in launches of sugar and gum confectionery in Japan across type of claim category

................................................................................................................................................................... 499

Figure 4.9-45 Trends in launches of sugar and gum confectionery in South Korea across type of claims 500

Figure 4.9-46 Trends in launches of sugar and gum confectionery in South Korea across type of claim

category ..................................................................................................................................................... 501

Figure 4.9-47 Trends in launches of sugar and gum confectionery in India across type of claims........... 502

Figure 4.9-48 Trends in launches of sugar and gum confectionery in India across type of claim category

................................................................................................................................................................... 503

Figure 4.9-49 Trends in launches of sugar and gum confectionery in Middle East and Africa across launch

types .......................................................................................................................................................... 504

Figure 4.9-50 Trends in launches of sugar and gum confectionery in Middle East and Africa across type of

claims ........................................................................................................................................................ 505


539

Figure 4.9-51 Trends in launches of sugar and gum confectionery in Middle East and Africa across type of

claim category ........................................................................................................................................... 506

Figure 4.9-52 Trends in launches of sugar and gum confectionery in Egypt across type of claims ......... 507

Figure 4.9-53 Trends in launches of sugar and gum confectionery in Egypt across type of claim category

................................................................................................................................................................... 508

Figure 4.9-54 Trends in launches of sugar and gum confectionery in Israel across type of claims .......... 509

Figure 4.9-55 Trends in launches of sugar and gum confectionery in Israel across type of claim category

................................................................................................................................................................... 510

Figure 4.9-56 Trends in launches of sugar and gum confectionery in Saudi Arabia across type of claims

................................................................................................................................................................... 511

Figure 4.9-57 Trends in launches of sugar and gum confectionery in Saudi Arabia across type of claim

category ..................................................................................................................................................... 512

Figure 4.9-58 Trends in launches of sugar and gum confectionery in South Africa across type of claims

................................................................................................................................................................... 513

Figure 4.9-59 Trends in launches of sugar and gum confectionery in South Africa across type of claim

category ..................................................................................................................................................... 514

trends in new product launches

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