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Consumers want superfood but not sure is it really super

Staff Writer | January 19, 2017
Superfood ingredients are not novel creations, but consumers view products with their presence as fashion-forward and exciting.
Habits   There are several trends driving the superfood
There are several trends driving the superfood infatuation including experimentation, image-consciousness and wellbeing, illustrating that consumers are intrigued by both the exotic nature of superfoods and their potential to improve their image and health.

This is according to "Superfoods in FMCG: Exploring the drivers, opportunities, and challenges for superfood ingredients",s part of Canadean's Hot Topics research.

Manufacturers are now also recognizing the multifunctionality of superfoods, which has led to the inclusion of such ingredients into sectors that are less saturated, including baby food and pet care.

However, major producers must beware of the ethical, environmental, and legal challenges that accompany the "superfood" claim when developing and marketing their products.

Heightened awareness of plant proteins illustrates that consumers are seeking healthier alternatives to animal sources of protein, spurring the rise of superfoods that are rich in protein as substitutes, e.g. legumes, ancient grains and "supersedes."

Some consumers also prefer to manage and prevent disease through diet and lifestyle adjustments as compared with OTC medication. This translates into consumers incorporating superfoods and drinks into their diets as a means of improving their health.

While consumers are interested in superfood products, there is significant skepticism surrounding the use of the word.

In particular, consumers are confused about whether it reliably communicates nutritional superiority to conventional fruits and vegetables, which poses a challenge for manufacturers wanting to market their products on this basis.