The latest review from the Mintel Global New Products Database (GNPD) shows the simplest things in life can have the biggest impact.

In 2008, food and drink claims classified as “natural,” including all natural, no additives/preservatives, organic, and wholegrain, were the most frequently featured on new products globally. “Natural” claims appeared on nearly one in four (23 percent) food and drink launches in 2008, a 9 percent increase from 2007.

Meanwhile, widely discussed food and drink claims, such as “convenience” or “ethical and environmental,” did not challenge the No. 1 position of “natural” on new products. In 2008, Mintel GNPD saw only 12 percent of new food and drink products highlighting “convenience” benefits, while a mere 5 percent claimed to take an “ethical and environmental” stance.