Labeling claims are big business, with more than 43 percent of products introduced in 2010 bearing one or more claims. According to a report recently introduced by the U.S. Department of Agriculture, claims have become even more important in recent years, with more claims per label and new claims becoming popular. The report looked at new product introduction between 1989 and 2010, examining the types of claims, the number of claims and also the percentage of new products making claims. Based on information in the “Introduction of New Food Products With Voluntary Health- and Nutrition-Related Claims, 1989-2010,” the number of claims made on new products fell after the implementation of the Nutrition Labeling and Education Act (NLEA) in 1993 and 1994, presumably as companies adapted to new definitions for claims. However, the use of claims, especially obesity-related claims, rebounded during the 2001-2010 period. “Growing consumer demand for food products that contribute to overall health beyond basic nutri¬tion may have provided manufacturers with incentives to supply and promote these products,” the report said. Looking specifically at dairy foods, the report found that 56 percent of new dairy products (milk, yogurt, cheese) made claims in 1989, followed by a significant decrease to only 46 percent in 2009. However, dairy product claims rebounded to nearly 55 percent in 2010. The use of claims for milk, yogurt, ice cream and desserts increased from 1989 to 2010, while claims on cheese have decreased. The report also identified trends in specific claims, such as an increase in trans fat claims after the labeling requirement was implemented. In 2010, some of the most popular claims included “high” in vitamins or minerals, low or no fat, low or no calories and “no gluten,” which tracks with the recent popularity of gluten-free diets. Read the full report here.