In the past, the superfruit market has recorded huge sales booms in exotic ingredients, such as goji berries, baobab, mangosteen and noni. Recently, the largely fad-driven segment has returned to more traditional produce likely to fill fruit bowls. Seemingly unassuming apples, blueberries, cherries and cranberries boast significant health benefits, and both consumers and dietary supplement manufacturers are taking note.
Superfruits and berries contain polyphenols, omega-3s, numerous minerals and vitamins A, C and Ejust to name a few. "The chemical compounds most closely related with superfruits and berries are proanthocyanidins and anthocyanins," explained Heather Biehl, associate director of Health Ingredient Technology and Solutions® department, Wild Flavors. "These compounds not only contribute to their brilliant color, but also to their health benefits." The advantages are wide-ranging: superfruits have been associated with protecting the body from free radicals, improving blood flow and circulation, and reducing inflammation.
But despite the plethora of compounds packed into a blueberry or baobab fruit, one term dominates superfruit marketing: antioxidant.
"With social media, Dr. Oz and health information readily accessible, consumers recognize the term 'antioxidant,'" Biehl said. "They may not necessarily know what antioxidant means, but they know it's good for them, and this drives their purchase intent."
Regardless of consumer education, the superfruits market is ripe. Euromonitor International predicted the segment will reach approximately USD $10 billion by 2017.
But moving forward, the term "antioxidant" alone won't be enough to convince consumers, said Mathieu Dondain, director of marketing and communication, Nexira. "The term 'antioxidant' is too wide and generic, and consumers want to be able to measure the actual health benefits," Dondain said. Instead, marketers must further highlight superfruits' benefitswith research.
Read the full article in INSIDER's Antioxidant Content Library.