A new report has revealed that marketers are going back to basics in ensnaring their audience worldwide with repeated references to the natural world.

The latest review from the Mintel Global New Products Database (GNPD) claims that food and drink were frequently referred to as ‘Natural’, which included all-natural, no additives, organic and wholegrain, on new products globally in 2008.

‘Natural’ claims appeared on nearly one in every four (23 per cent) food and drink launches in 2008, which represents a 9 per cent increase on 2007 figures.

Widely discussed food and drink claims, such as ‘Convenience’ or 'Ethical and Environmental’, didn't challenge the number one position of ‘Natural’ on new products.

David Jago, Mintel’s leading new product expert, said: "Although convenience and the environment are popular talking points today, these benefits didn't receive anywhere near the same level of attention as 'Natural' claims did.

"With economic struggles driving people towards a simpler way of life, we expect that food and drink manufacturers will continue to prize natural, wholesome benefits well into 2009."

In 2008, Mintel GNPD saw only 12 per cent of new food and drink products highlighting ‘Convenience’ benefits, while just 5 per cent claimed to take an ‘Ethical’ or ‘Environmental’ stance.

Mintel GNPD findings show that new food and drink launches in Europe are in line with global trends, as 23 per cent featured ‘Natural’ claims. But the UK is well ahead of the game in this area, with over one in three (36 per cent) new food and drink products highlighting ‘Natural’ qualities, a 17 per cent increase since 2007 alone.

While ‘Natural’ claims increased on new food and drink launches in 2008, fortified ‘Plus’ claims - such as added vitamins or calcium - took the hardest hit. These claims fell 20 per cent during 2008, appearing on just one in 20 (5 per cent) new product launches worldwide.