Cologne: 07.–11.10.2023 #anuga

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Anuga Food Trend

Superfoods & Ancient Grains

Anuga Trendthema Superfood & Ancient grains

Superfoods can be classified as foods that are superior in terms of nutritional values. They serve as nutrient-rich foods that are especially beneficial for your health and wellbeing. They are an extraordinary source of vitamins, minerals, antioxidants, protein, fibers, and more. Many superfoods boast a variety of health benefits due to their inherent composition; these range from boosting immunity, supporting digestive/gut health, reducing fatigue, reducing blood pressure, lowering cholesterol, etc.

Health & Wellness is a recurring theme as consumers seek to pursue a more balanced, healthy, and active life. There is an increased awareness of the benefits of balancing mental, physical, and emotional health needs. Superfoods are one of the key ingredients to support this sought-after lifestyle.

The number of new food & beverage launches claiming to be a superfood witnessed an average annual growth of + 3.8% (CAGR, 2015 – 2019).

Ancient grains are one sub-segment of superfoods as they contain beneficial ingredients such as protein, omega-3 fatty acids, or antioxidants, etc. and have been associated with numerous health benefits.

The top superfoods globally in 2019 based on % share include chia seeds (18.4%), coconuts (13.6%), and almonds (13,3%). Watch out for turmeric/curcumin which is th¬e fastest growing superfood globally with a + 38.6% growth (CAGR, 2015-2019).


Top market categories as a percentage (%) of overall F&B launches tracked with a “superfood” claim (Global, 2019).

% Share (2019)
Soft Drinks
Sports Nutrition