Superfruits Still Hot, Data Say

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WholeFoods Magazine Staff
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Dulven, Netherlands—Market research firm Innova Market Insights says the superfruits craze shows no signs of slowing down, as more companies are using such ingredients in a broad range of foods and drinks.

The group, which monitors activity in the market segment, says there were 10% more products launched with superfruit ingredients from June 2010 to May 2011 than in the previous year. Some 40% of these new items were fruit and wellness drinks. Innova Market Insights noted, however, that superfruit launches occurred across most product areas including desserts, dairy and more.

The global market saw pomegranate emerge as the most popular superfruit in new launches, appearing in 40% of new superfruit products. This trend also occurred in the United States, “although interest in acerola also appeared to be increasing, and there was ongoing interest in goji. UK launches were focused strongly on pomegranate and berries, particularly cranberries, blueberries and acai, while Germany has seen rising levels of interest in Sanddorn (seabuckthorn),” stated Innova Market Insights.

Superfruits that could emerge as leaders in future years, said the firm, include maqui berry. Innova remarked that, typically, new superfruits often don’t make an appearance in the food category until they have first been successfully marketed as dietary supplements.

Published in WholeFoods Magazine, October 2011