Superfoods can be classified as foods that are superior in terms of their nutritional value. They serve as nutrient-rich foods that are especially beneficial to health and wellbeing. Even small portions of some superfoods can supply an abundance of vitamins, minerals, proteins, antioxidants and more. Many superfoods contain extraordinary characteristics that can have a variety of health benefits, ranging from boosting immunity, treating illness/disease, reducing blood pressure, cutting sugar intake to lowering cholesterol and more.
As the notion of personalized nutrition continues to gather pace around the world, eating superfood-packed food appeals to a more health-conscious consumer. In 2017, 4 in 10 UK consumers said that they have “increased their consumption of healthy foods.” Superfoods are evolving in everyday products and people will start incorporating them into their everyday meals, indulgent combinations and premium superfood products will grow further. The number of new food & beverages launches claiming to be superfoods has an average annual growth of 12% (CAGR 2014-2018). The overall penetration of such claims peaks in seeds and ancient grains, and the fastest growing superfood ingredients (CAGR 2014-2018) are pumpkin seeds (+34%), sunflower seeds (+21%), quinoa (+14%) and flaxseeds (14%).
Top market categories for food & beverages launches with a “superfood” claim (Global, 2018):
Market category Penetration (%)
(Source: Innova Market Insights)