Superfood & Drinks: Consumer Attitudes to Nutrient Rich Products

Consumers are trying new products on the basis of a "superfood" label. Accordingly, retailers are doing their utmost to meet demand, offering a year-round supply of items (especially fresh fruit) once only available in smaller health shops. This report assesses the long-term sustainability of the latest health buzzword that is gaining considerable attention in industry and consumer circles.



Report Highlights
Pomegranate is the superfood of the moment, apparently consumed daily by many high profile celebrities. Productscan analysis shows that the increase in pomegranate based products has not been restricted to the US, which has seen a growth of 383% in new products launched containing the ingredient in the last two years compared to the previous six. It is not just the health boosting properties of pomegranates and exotic berries that is helping to accelerate the uptake of the more exotic superfood offerings. As shoppers become more daring in the flavors they try, the hunt will be on for the next fruit or ingredient that could capture the imagination in the coming years. Consumers are more conscious of the importance of a balanced and varied diet. 82% of European and 75% of US shoppers feel that "eating from a diverse range of foods" is "important" or "very important" in maintaining a healthy diet. For this reason, superfoods should not be promoted as a 'magic bullet' solution to consumers' dietary needs.


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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
TREND: 'superfood' is a concept that has been popularized in the last 2 years 2
There is no official definition of superfood, but certain attributes can be identified 2
Superfood lists vary depending on who publishes it 3
The media has had a big role to play in popularizing superfoods 4
TREND: Consumers are paying additional attention to diet and nutrition 6
Improving general health through diet is increasingly important to Europeans and Americans 6
The interest in healthy eating and drinking has intensified 7
Takeout: an intensified focus on health through diet and nutrition is driving interest in superfoods 7
TREND: Consumers are increasingly opting for food and drinks with additional health promoting benefits 8
The move to positive nutrition is reflected by the growth of functional food and drinks 8
The high proportion of successful new products with added nutrients is indicative of the trend 10
Takeout: the trend towards superfoods fits in with the intensified focus added nutrients 10
TREND: Consumers are increasingly incorporating more fruit into their diet 11
Consumers attach a high level of importance to eating more fruit and vegetables 11
Per capita consumption of fruit is on the increase 14
Research indicates that many consumers are still not getting the recommended intake of fruit and vegetables 15
'Superfruit' products have boomed in selected countries 16
Consumer interest in exotic berries is escalating 16
Pomegranate is currently one of the most fashionable superfood ingredients 18
A more cosmopolitan and experimental mentality is driving interest in these more exotic superfruits 20
Takeout: the superfood trends correlates with the broader trend towards incorporating more fresh food into one's diet, especially fruit and vegetables 20
TREND: Numerous superfood status products are enjoying buoyant sales, especially in the US where the concept is more widely promoted 21
Soy products are gaining popularity after receiving 'superfood' status 21
Omega 3 and fiber are key nutrients that more discerning consumers want to in corporate in their diets 23
Green tea sales in the US have been boosted by the touted health credentials 25
Nut consumption, especially in the US, is rising as the product format benefits from positive consumer perceptions 26
Takeout: the halo associated with superfood status has boosted sales, especially in the US 27
INSIGHT: Consumers have positive perceptions towards antioxidants 28
But detailed consumer knowledge about antioxidants is lacking 28
A wide variety of ingredients are going to be touted for their antioxidant credentials in the future 28
Takeout: consumer awareness of antioxidants is limited but this will change over the coming years 30
INSIGHT: Consumers find it difficult and time consuming to maintain healthy behaviors 30
Consumers are increasingly seeking out "convenient health" 30
Time scarcity is a big factor in the inability to sustain healthy behaviors 30
Consumers are skipping core mealtimes with greater frequency which creates opportunities for convenient, nutrient rich products 32
Consumers will be more susceptible to healthy food crazes when indulgence is not compromised 33
Takeout: the indulgent properties of nutrient rich products need to be communicated 34
INSIGHT: A sceptical consumer and media will openly question the trustworthiness and general credentials of superfood products 34
The superfood concept is highly susceptible to a consumer backlash 35
Takeout: there are a number of inhibitors behind the growth of so-called superfoods 39
CONCLUSIONS: Superfoods are an evolution rather than a revolution 39
ACTIONS 41
ACTION: Develop nutrient rich product ranges or introduce product extensions that avoid overplaying superfoods branding 41
Using superfood branding may help revive image in the short term 42
Extend existing healthy brands with recognized superfood ingredients 42
ACTION: Educate consumers about the benefits of nutrient rich products such as superfoods 44
Use websites, logos and information leaflets as core components of information provision 44
Highlight any ethical activity throughout the supply chain of a product 45
Create an alliance with environmentally friendly campaigns 45
Promote superfoods/ nutrient rich ingredients as an accompaniment towards maintaining a healthy diet 46
ACTION: Incorporate nutrient and antioxidant rich ingredients into offerings to maximize genuine good-for-you credentials 46
Use nutrient rich ingredients and flavours to give indulgent products a better-for-you positioning without compromising on perceived taste benefits 46
Develop convenient versions of enhanced nutrition products 47
APPENDIX 49
Definitions 49
Methodology 49
Further reading 49
Ask the analyst 49
Datamonitor consulting 49
Disclaimer 50

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Table 1: US functional food & drink market value (US$ m), by category, 2001-2011 8
Table 2: Europe functional food & drink market value (US$ m), by category, 2001-2011 9
Table 3: Per capita fruit consumption (kilograms/person) in selected European countries and the US, by country, 2001-2011 15
Table 4: Number of products released in Europe and US containing Blueberry as an ingredient, by country, 1993-2007 17
Table 5: Number of products released in Europe and US containing Acai berries as an ingredient, by country, 1993-2007 17
Table 6: Number of products released in Europe and US containing goji berries as an ingredient, by country, 1993-2007 18
Table 7: Number of products released in Europe and US containing Pomegranate as an ingredient, by country, 1993-2007 19
Table 8: European and US soy product market value (US$ m), by country, 2001-2011 22
Table 9: Number of products released in Europe and US containing soy, by country, 1993-2007 22
Table 10: Number of products released in Europe and US touting Omega-3 credentials, by country, 1993-2007 23
Table 11: Number of products released in Europe and US touting Omega-6 credentials, by country, 1993-2007 23
Table 12: European and US green tea market value (US$ m), by country, 2001-2011 26
Table 13: Nuts & seeds market value, (US$ millions), by country, 2001-2011 27
Table 15: Consumer survey: the propensity to choose food and drink products that are both tasty and healthy, Europe & US, 2005 33
Table 16: The level of trust consumers have in various claims made by packaged goods manufacturers, by country, 2004 38


Figure 1: There are numerous drivers behind the popularization of superfoods 5
Figure 2: Consumers deem dietary, occupational and social factors as being most important in achieving wellness 6
Figure 3: Nearly two-thirds of European and US consumers took steps to eat more healthily in 2005-2006 7
Figure 4: Various health promoting food and drinks are making it into shoppers' baskets across the globe 9
Figure 5: Successful US innovations highlight the move towards 'positive nutrition' 10
Figure 6: More fresh content is being incorporated into diets while processed options are being rejected in Europe and the US 11
Figure 7: Europeans are placing considerable importance on incorporating more fruit and vegetables into their diet 12
Figure 8: Consuming fresh food and drink ranks highly among Americans as a contributing factor towards maintaining a healthy diet 13
Figure 9: Consumers in Europe consider eating fresh food and drinks the most important factor towards maintaining a healthy diet 14
Figure 10: The success of POM Wonderful illustrates the commercial relevance of superfoods 19
Figure 11: Open-minded consumers are trying new products and flavors 20
Figure 12: Consumers in both Europe and the US readily identify the importance of fiber rich diets and whole grains are deemed particularly important to Americans 24
Figure 13: Successful innovations illustrate the relevance of fiber and omega-3 to today's health conscious and health discerning consumers 25
Table 14: Number of food and drinks released in Europe and US touting antioxidant credentials, 1993-2007 29
Figure 14: There is a wide array of ingredients with proven antioxidant benefits 29
Figure 15: The need for convenient health is gaining momentum: nearly 6 in 10 European and US consumers sought more convenient AND healthy food and drinks in 2005-06 30
Figure 16: Europeans consider time to be the biggest impediment to a healthy diet 31
Figure 17: Time is viewed as a scarce luxury and people are prepared to pay extra to save time and/or effort 32
Figure 18: There are numerous inhibitors to the continued popularity of superfoods and superfood branding 35
Figure 19: There is a trust void between business and global consumers 38
Figure 20: After doing much to perpetuate popularity, the media is now de-crediting superfoods 38
Figure 21: Manufacturers and retailers should avoid jumping on the superfoods branding bandwagon 41
Figure 22: Innovations based on 'superfood' branding are more susceptible to shifting consumer perceptions 42
Figure 23: Brands with strong health credentials are well aligned to extensions by incorporating the latest fashionable and genuinely healthy nutrient rich ingredients 43
Figure 24: Information provision on websites is an important part of helping to educate consumers about nutrient rich products 44
Figure 25: Logos and leaflets identifying and explaining about nutrient rich products and ingredients will help in broadening their appeal 45
Figure 26: Superfood ingredients and flavors will appeal to consumers looking for reduced guilt indulgences 47
Figure 27: While promoting nutrient rich products as a quick fix is not recommended, manufacturers and retailers should look to align offerings with the convenience mega-trend 48

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