Health and wellness drive the global product development in the superfood industry. A wide spectrum of issues, from obesity to undernutrition, leads the demand for healthier foods. Certain consumer groups are also open to new kinds of indulgence, instigating the race to develop new exotic flavors and authentic regional products.
Due to its inherent nutritional and bioactive content, superfruits are at the forefront of this health and wellness industry: products from fruits such as pomegranate, blueberry, acai, mangosteen, and baobab command a premium price for their claimed beneficial effects.
Since the launch of POM Wonderful pomegranate juice in 2002, thousands of superfruit products took off worldwide. The number of superfruit launches increased by 103% from 2008 to 2012, peaking at 22,463 unique products.
The increasing trend of products that focus on “successful aging” promises an active, productive, and rewarding life for as long as possible. Targeted on more mature women, these products include beauty drinks filled with nutrients and phytochemicals.
Since the European Food Safety Authority (EFSA) prohibits misleading branding that have no proven scientific basis, products have repositioned their health claims. From using ther “probiotics” term, products have switched to “high in Vitamin C.”
These regulations have also reduced products that claim to have antioxidant properties and increased the number of products that have no additives. Here are some notable superfruits.
Acai
Acai products became popular in 2008, encouraging a significant increase of product launches in 2009. Product launches have now been stagnant, indicating market saturation.
While acai juice have lost its exotic charm, this superfruit is giving a new life to the energy drink industry. Energy drinks infused with superfruits would provide a healthier alternative.
One energy drink from Germany infused açaí, jujube, mangosteen, goji, pomegranate, blueberry, raspberry and seabuckthorn into their drinks, providing a two-ounce powerhouse of energy and nutrition. The nutrients include Vitamins A, B6, B12, C, D, and E, Thiamin, Niacin, Folate, Biotin, and Pantothonic acid. By providing natural ingredients, the drink is not required to provide a caution label.
Blueberry
In contrast to Acai, the number of blueberry launches have been by 16% from 2010 to 2012 and the trend is expected to continue rising. High media attention of the benefits of blueberry has been influential to the increase in demand.
Among the blueberry beverages in the market are juice blends, energy drinks, and flavored tea. Premium blueberry ice cream and yogurt also fetch for a high price.
From just a flavoring for pies and muffins, blueberries are quickly becoming the go-to superfruit of the decade.
Pomegranate
While POM Wonderful single handedly launched the superfruit industry, pomegranate launches have declined by 11.2% from 2010 to 2011. It stabilized in 2012.
This brand was launched in 2002, when just 12% of Americans knew about pomegranate. It’s marketing targeted influential celebrities, even including the product in TV shows and event gift bags. As a result, sales reached up to $165M in 2007.
The product was successful because a lot of funding was directed towards the research on health benefits. Since then, other comapanies have developed pomegranate products such as coffee, tea, yogurt, alcoholic beverages, and freshly-packed salads.
Regulations can offer opportunities
While the regulations have hindered fancy marketing terms in product labels, it has created an environment for science-grounded products. This addresses the scientific substantiation of health claims in relation to Vitamin C and reduction of tiredness and fatigue, contribution to normal psychological functions, regeneration of the reduced form of vitamin E, contribution to normal energy-yielding metabolism, maintenance of the normal function of the immune system and protection of DNA, proteins and lipids from oxidative damage.
By creating science-based awareness, superfruit products have been successful.
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Based on a presentation by Lu Ann Williams, Head of Research, INNOVA Market Insights at the International Symposium on Superfruits: Myth or Truth, Vietnam, 1-3 July 2013
All photos are derived from the powerpoint presentation.