Who Are the Superfruit Superfans?

A 2015 ingredient survey conducted by Datamonitor Consumer asked consumers to state whether they thought a list of ingredients would impact health positively, negatively or neutrally. The top ingredients then received rankings based on the percentage of consumers who voted they would “positively" benefit health. On the list, blueberries ranked the highest of all superfruits on a global scale, taking the No. 6 spot (80.8 percent of consumers worldwide believed it would positively impact health). Other superfruits that made the list included pomegranate (No. 10; 77.9 percent), goji berry (No. 41; 51.8 percent) and acai berry (No. 42; 50 percent).

But what kind of consumer is most attracted to these superfuits? Tom Vierhile, innovation insights director, Datamonitor Consumer, broke down the U.S. consumer preference for acai berry to show which demographics seem most likely to purchase superfruit-containing products. According to Vierhile, “Sixty-three percent of U.S. consumers gave the acai berry a ‘positive impact on health’ rating—significantly higher than the global percentage. When you drill down and look at what kind of [consumer] is most likely to express a favorable opinion toward the health properties of the acai berry, you’ll find [a distinct] profile."

For the latest research on superfruits and additional market trends, check out INSIDER’s article, “The Finest of Fruits," in the Plant-Based Ingredients Content Library.