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Who Are the Superfruit Superfans?

<p>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.</p>

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."

  • Middle-aged (70 percent for consumers ages 45 to 54 gave acai berry a positive rating, versus 63 percent of 25- to 34-year-olds and 54 percent of those 65 and older)
  • Interested in weight loss (67 percent of consumers trying to lose weight gave acai berry a positive rating, versus 53 percent from consumers not interested in weight loss)
  • Organically-inclined (72 percent of consumers who believe organic is nutritionally superior gave acai a positive rating, compared to 50 percent of those less inclined to praise organic foods)
  • Calorie conscious (72 percent of consumers who pay close attention to calories gave acai berry a positive rating, compared to 51 percent of those who pay little attention to their calorie consumption)
  • Focused on fitness (67 percent of consumers who exercise at least a few times per week gave acai berry a positive rating, compared to 52 percent of those who rarely or never exercise.)
  • More likely to be female (72 percent of women gave acai berry a positive rating, versus 54 percent of men—similar gender gaps observed for blueberry, goji berry, pomegranate)

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.

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