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.

There has been a 4% average annual growth in food and beverage launches with superfood as claims, according to Innova Market Insights (Global, CAGR, July 2017 - June 2022). Among those superfood ingredients, ancient grains are believed to have beneficial ingredients such as protein, omega-3 fatty acids, or antioxidants, etc. and have been associated with numerous health benefits.

The top superfoods ingredients globally in July 2021 - June 2022 based on % share include garlic (24.9%), cocoa butter (17.3%), and black pepper (8.7%). Watch out for hemp extract, which is growing eighteen times faster than all superfood ingredients globally with a 89.9% average annual growth (CAGR, July 2017 - June 2022).

Superfoods across categories

The table below shows the top market categories as a percentage (%) of overall F&B launches tracked with a “superfood” claim:

Top category
% share (global, July 2021 - June 2022)
Bakery
13.4%
Sauces & Seasonings
9.8%
Ready Meals & Side Dishes
8.4%
Snacks
8.4%
Confectionery
7.7%