‘High vitamin’ claims notch upwards
Insight by Gama Compass™
MANCHESTER – 24th November 2016: ‘High vitamin’ claims are continuing to notch upwards in new product launches, according to Gama’s latest study of patterns and trends in global FMCG innovation, with non-alcoholic drinks proving particularly fertile ground for vitamin-related positioning.
Based on data from Gama Compass™ between 2014 and 2016, and segmenting vitamin claims by five principal types – vitamins A, B, C, D and E – Gama’s latest analysis of FMCG launches shows how ‘high vitamin’ claims are becoming a key plank of health-oriented marketing for many consumer goods firms, with the total proportion of new launches claiming to be ‘rich in’, or ‘a source of’, one or more of the five vitamins increasing from 4.7% of launches in 2015 to 6.0% in 2016 to date.
Perhaps unsurprisingly, and in common with the other major vitamins, vitamin C put in an especially strong showing in non-alcoholic drinks, where 1 in 10 new launches claimed to be high in vitamin C, compared to fewer than 1 in 100 new food launches. At the market level, the proportion of new launches with a ‘high vitamin C’ claim rose to as many as 1 in 5 in fruit & vegetable drinks & juices, but the claim was also extremely prominent in new functional drinks (12.4% of launches) and concentrates & mixes (13.5% of launches).
Source: Gama Compass™
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