Riding on the wave of interest in all things natural, researchers have found that one in every four new food and drink products launched in the UK now claims to be additive and preservative-free.
The research, published today by market analysts Mintel, found that 24% of new launches claim to be "natural" - up from just 8% in 2004.
This year so far, nearly 1000 new products that claim to contain no additives or preservatives have hit supermarket shelves. The whole of last year saw only around 800 such products launched.
David Jago, director of Mintel's Global New Products Database, said: "Manufacturers are tapping into the nation's growing desire for a more natural lifestyle as consumers take a greater interest in what really goes into their food."
The study comes in the wake of major research earlier this month that found potential links between a group of seven artificial additives and hyperactivity in children.
Mr Jago added: "The assumption is that it is better for you to avoid additives and preservatives, as many Brits are concerned about the effect they may have on their health. Many parents also worry about how some additives affect their children's behaviour."
Concerns over artificial ingredients also mean it is now more lucrative for manufacturers to concentrate on marketing "additive and preservative-free" food than "low fat".
In 2006, "additive and preservative-free" became the number one health claim, overtaking "low fat" for the first time ever. Mintel predicted that this was a trend likely to continue, as fewer than 400 "low fat" products have been launched so far this year.
This figure comes nowhere near the impressive number of additive and preservative-free products that have come on to the market.
"Low fat is not going to go away, but people in the UK today are focusing much more on balanced nutrition and avoiding over-processed foods. With food additives in the headlines once again, it is encouraging to see that companies' efforts in new product development are moving in the right direction," added Mr Jago.
The number of new "additive and preservative-free" products launched in the UK actually doubled (101% growth) between 2004 and 2006, rising from 400 to just over 800 during this two-year period.
Meanwhile, the number of new "low fat" products rose a mere 5% from 490 in 2004 to only around 500 in 2006.
The trend was welcomed by Pam Smith, programme organiser for nutrition and dietetics at Glasgow Caledonian University.
She said: "I understand the importance of additives in certain situations. However, if food is produced locally it is a good thing for it to be additive-free. It is better for individuals if they can get as much fresh food as possible. There is a lot of concern about what additives are doing to behaviour and concentration levels and people are becoming much more aware about what they are putting in their mouth."
The Food Standards Agency changed its advice to parents earlier this month after Southampton University researchers found potential links between a group of seven E numbers and hyperactivity in children.
According to the study, which was the largest of its kind, many children - not just those suffering from extreme hyperactive conditions - can become more impulsive, inattentive and hyperactive from the cocktail of artificial extras found in drinks, sweets and processed foods.
The Food Standards Agency will discuss the issue at its meeting in London today.
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