What’s so super in superfoods?
In the introduction to our new series, Superfood Trends, we look at what superfoods really mean and why are they so popular.
Superfood is a familiar term for most people. It is not unlikely that you may have come across foods labelled ‘superfood’ in your supermarket’s fresh produce, beverage, or even the frozen section. How did certain foods end up being known as superfood? Let’s start by looking at the actual term to understand what classifies as a superfood.
What is a superfood?
The term ‘superfood’ is not officially defined or regulated. The American Heart Association describes superfoods as: nutritious foods that, when added to a balanced diet, can bring health benefits. Generally speaking, the popular term refers to foods that are rich in nutrients such as antioxidants, vitamins, minerals, fibres, fatty acids, phytonutrients, etc, and offer superior health benefits.
Interestingly, the term was first used in 1918 not by any scientific organisation but by a fruit company promoting bananas. More than 100 years later, the list of superfoods has grown exponentially to include a variety of fruits, vegetables, herbs, grains, and more. Some of the foods on the list are indigenous foods dating back hundreds of years while some are regular items that have been elevated to their new status.
Why are superfoods popular?
The quest for health is a priority for most people. And superfoods underscore this desire for healthy eating with a quick-fix solution. In a 2018 survey, 72% of global consumers said they would buy foods that included superfoods. Obviously, one single food cannot be a prescription for perfect health. And therefore, the European Union prohibits labelling products as ‘superfoods’ unless backed by a specific health claim.
The upward trend in superfoods is not new. According to Mintel, there was a 36% increase in the number of foods and beverages that were marketed as superfood in 2015. The meteoric rise continued as consumers looked for products containing more natural ingredients, especially against the backdrop of the COVID-19 pandemic, which accelerated the notion of food as a medicine. In 2021, the global superfood market reached a value of USD 152.71 billion and is expected to reach USD 214.95 billion by 2027.
Superfoods as super ingredients
The superfood movement have made certain ingredients more popular than others, leading to a wave of functional food and beverage products associated with specific health benefits - a trend discussed in-depth in our series Functionality Rules. Packaging plays a critical role in enabling ready-made, convenient products to contain powerful nutrients without the need for added preservatives. And this is where SIG can help you differentiate your product on the shelf. Reach out to discuss the possibilities.
There’s no doubt that superfoods are here to stay and adding them to the ingredient list of a food or beverage can only reap positive results. In our next instalment of the series, we turn our focus to berries and their journey to fame as superfoods. Get the story in your inbox and more updates by subscribing to our bi-weekly newsletter, SIGnals Update.
- December 08, 2022