Abstract
Overview
Introduction
Consumers are trying new products on the basis of a "superfood" label.
Accordingly, retailers are doing their utmost to meet demand, offering a
year-round supply of items (especially fresh fruit) once only available in
smaller health shops. This report assesses the long-term sustainability of the
latest health buzzword that is gaining considerable attention in industry and
consumer circles.
Scope
- Detailed insight and analysis covering healthy eating attitudes and
behaviours, especially towards nutrient rich products
- Analysis of key superfood market development trends such as fruit, nuts,
soy and green tea. Also includes a review of superfood product trends
- Showcases the latest best-practice product and marketing innovation
highlighting just how to capitalize on the trend in the long-term
- Strategic conclusions and actions highlighting how manufacturers and
retailers should direct resources towards the trend
Report Highlights
Pomegranate is the superfood of the moment, apparently consumed daily by many
high profile celebrities. Productscan analysis shows that the increase in
pomegranate based products has not been restricted to the US, which has seen a
growth of 383% in new products launched containing the ingredient in the last
two years compared to the previous six.
It is not just the health boosting properties of pomegranates and exotic
berries that is helping to accelerate the uptake of the more exotic superfood
offerings. As shoppers become more daring in the flavors they try, the hunt
will be on for the next fruit or ingredient that could capture the imagination
in the coming years.
Consumers are more conscious of the importance of a balanced and varied diet.
82% of European and 75% of US shoppers feel that "eating from a diverse range
of foods" is "important" or "very important" in maintaining a healthy diet.
For this reason, superfoods should not be promoted as a ' magic bullet'
solution to consumers' dietary needs.
Reasons to Purchase
- Gain a detailed understanding of the drivers and inhibitors associated
with the latest craze impacting the food and drinks industry
- Determine if, how and why to invest resources into the superfoods trend
based on evidence backed analytical opinion
- Access a compelling blend of quantitative and qualitative data
illustrating consumer attitudes and market developments
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