So-called Superfoods, marketed as the answer to consumer’s health woes, are seeing rapid growth around the world, according to new research from Mintel.
Mintel’s GNPD (Global New Products Database) reveals that between 2011 and 2015 there was a phenomenal 202% increase globally in the number of new food and drink products launched containing the terms “superfood”, “superfruit” or “supergrain”.
And it seems there is no end to the popularity of these so called wonder foods, as in 2015 alone there was a 36% rise in the number of food and drink products launched globally featuring the terms “superfood”, “superfruit” or “supergrain”. In 2015, the US played host to the most “super” food and drink launches (30%), followed by Australia (10%), Germany (7%), the UK (6%) and Canada (6%).
Mintel said the surge in launches comes as a result of strong consumer demand for highly nutritious products. Today, over seven in 10 consumers in France (72%), Germany (71%), Italy (73%) and Spain (72%) agree that health-promoting benefits of natural foods, for instance fruit and vegetables, are preferable to the added benefits of functional foods.
What is more, the research reveals that the superfood sensation has spread beyond food and drink. Indeed, while 43% of products launched with the words “superfood”, “superfruit” or “supergrain” in the product description were in the food category between 2011 and 2015 and 11% fell under the drink category, as many as three in 10 (30%) were found in beauty and personal care, while 12% were in the health and hygiene category and 4% were in the pet category.
Stephanie Mattucci, Global Food Science Analyst at Mintel, said: “The popularity of ‘super’ products is clear as food and drink manufacturers globally are tapping into a demand for these nutritionally dense ingredients. But superfoods are not only limited to food and drink, they are regularly springing up in the beauty, health and hygiene and pet food aisles as a result of today’s consumers becoming much more aware of what they are putting into and onto their bodies.”