Fruit and nuts

The whole area of superfoods is a nebulous one and seems to lack a consistent definition. Perhaps the best one is: "superfoods are naturally occurring foods particularly rich in a variety of nutrients and therefore may be beneficial for a person's health"

The term 'particularly rich' refers to something atypical. A superfood should naturally have an unusually high nutrient content compared with the number of calories per serving. These health-promoting nutrients may include vitamins, minerals, antioxidants and phytonutrients. Antioxidants are claimed to play an important role by protecting the body from the harmful effects of oxygen free radicals. Phytonutrients are chemicals and nutrients in plant-derived foods which are active in the body. Although they may be unnecessary for normal functioning, some claim to have a beneficial effect on health.

Accordingly, the market is diverse and difficult to measure. For example, is a product a superfood if it merely contains lycopene (for example, cooked tomatoes) or is it only a superfood because of its market positioning? Here, we have measured the latter although, again, this is complicated by the lack of current legislation which means that any health claims have to be suggested by implication, relying on consumer knowledge rather than making overt claims.

Nevertheless, some of the constituents of superfoods are reported to be significantly beneficial to health, although it must be pointed out that some of these benefits continue to be challenged. This, though, has not stopped the market from seeing significant growth.

Antioxidants​

Antioxidants are believed to help prevent cellular damage caused by free radicals, which can lead to cancer, ageing and disease. They have the ability to interact safely with free radicals and interrupt their chain reaction before vital cells are damaged. Green leafy vegetables such as broccoli, cabbage, kale and spinach, are examples of foods which have a high antioxidant content.

Lycopene is an example of an antioxidant that, in some studies, has been found to reduce the risk of developing prostate cancer. It is found in raw tomatoes, with even higher levels in the cooked variety. This means that products such as ketchup, fresh and canned tomatoes, tomato-based pasta sauces and pizza toppings may have improved cancer-fighting benefits.

However, one of the most recent studies on the relationship between lycopene and prostate cancer failed to show a significant difference between lycopene levels in men who developed the disease and those who did not. In fact, the study found an unexpected relationship between another antioxidant, beta-carotene, and an increased risk of aggressive prostate cancer.

Cardiovascular health​

Research conducted by the US Agricultural Service in 2004 identified a compound in blueberries called pterostilbene that could be used as a synthetic drug in reducing cholesterol.

Another study carried out on rats found that, when fed blueberries, they experienced less brain cell loss and improved recovery following a stroke. Blueberries have also been shown to protect against memory loss and possess properties for cancer prevention.

The Brazilian 'açai' berry, most famous for its superfood association, has been described as "one of the most nutritious and powerful anti-ageing foods in the world." Like other superfoods, it is rich in antioxidants, as well as important omega oils that have been shown to help maintain a healthy heart, reduce blood pressure and help protect blood vessels.

It is also said to be good for the brain and childhood development. It is also cholesterol-free, low in sugar and allegedly provides a slow release of energy capable of sustaining the body for longer.

Vitamins and minerals​

Superfoods also come packed with essential nutrients and vitamins. It is claimed that just 30g of wheatgrass juice is the nutritional equivalent of 1kg of fresh vegetables and contains most of the vitamins and minerals needed for human maintenance. Due to these properties, wheatgrass juice has been found to have several significant health benefits such as cleansing the lymph system, building the blood, removing toxic metals from cells and nourishing the liver and kidneys.

Other benefits of superfoods relate to their omega-3 fatty acids (cognitive) and fibres (digestive health). With all of these factors in mind, some of the superfoods covered in this analysis are listed below.

Superfood examples​

Everybody from food manufacturers to dieticians seems to have a different idea about what a 'superfood' is. For this reason there is not a definitive list, however some of the most popular examples include:

• Goji berries - contain more Vitamin C than oranges

• Açai berries - contain a high concentration of antioxidants, 10 times more than grapes

• Blueberries - ranked by the US Department of Agriculture as the top antioxidant fruit

• Cranberries - contain a high level of antioxidants

• Quinoa - a plant seed containing high levels of protein, fibre, iron, vitamins and minerals

• The Allium family - consisting of garlic, onion, leeks and chives; they stimulate the liver to produce its antioxidant, glutathione

• Barley and wheatgrass - contain carbohydrates, proteins, chlorophyll, lipids, vitamins and minerals

• Pomegranate - contains the highest antioxidant capacity compared with other juices, red wine and tea

• Artichokes - rich in vitamin C, fibre and potassium

• Nuts and seeds - contain plant sterols that help lower the absorption of cholesterol from food

• Beans - contain nutrients, while red beans have high levels of antioxidants

A food may also be considered 'super' if it is particularly low in calories or provides more energy - even when its qualities do not adhere to the above definition. As awareness of the term 'superfood' increases a greater number of foods are attempting to claim 'superfood' status.

Composite foods, such as breakfast cereals and smoothies, are also trying to claim this status, even when the relevant 'superfood' ingredient only makes up a small proportion of the entire product. For example, in PJs Smoothies' 'Rainforest Açai - Mangoes & Red Grapes with Açai', açai only makes up a small proportion of the product with the main ingredients comprising apples, bananas, pineapples and lemon juice.

Indeed, there has been a number of recent composite product launches from manufacturers attempting to cash in on this growing trend.

Smoothies firm Innocent has launched a range of superfood smoothies containing pomegranate, blueberry, açai, blackcurrants and other fruits, while Jordans has created a range of superfood breakfast products from cereals to granola, porridge, bars, flakes and muesli containing cranberries, blueberries, almonds and pumpkin seeds.

Albi has launched an Acerola, high vitamin C juice drink; Hohes C has a range of health-giving drinks including a multi superfruit drink; Bionade also has a range of juices including ginger and lychee; Nutiva has introduced HempShakes: a range of organic superfood drink mixes available in Amazon Açai, Berry Pomegranate and Chocolate flavours.

Meanwhile, Stonyfield Farm has launched a dairy energy drink called 'Shift' which uses açai combined with protein, vitamins and ginseng, while Happy Monkey also uses açai as part of its drink range, which also contains pomegranates.

In addition to these consumer products, there is a growing number of industrial superfood ingredients now available. For example, Danisco has developed an açai berry flavour to be used in dairy products, ice cream, beverages and confectionery products; Lallemand Health Ingredients has launched PACran whole cranberry powder, designed for use in dietary supplements, while S Black has launched a range of SuperFruits and SuperVegetables from US-based company VDF FutureCeuticals.

Be wary of labels​

Consumers can easily misinterpret the term 'superfood'. With no clear definition laid down by governing bodies, or a definitive list of 'superfoods' available, this is understandably so. Food manufacturers risk adding to the confusion by labelling composite products as 'superfoods'.

Take, for example, the Innocent Superfood smoothies and the Jordans Superfoods range. While these products contain superfoods, they are not, in their entirety, 'superfoods'. It has been suggested that food manufacturers are exploiting the superfood trend by launching products that contain only one superfood as part of a range of other ingredients. If this is a valid criticism then what are the minimum levels of superfoods required for products to qualify?

As with any other type of food, superfoods need to be consumed as part of a healthy, balanced diet in order for a person to maximise the health benefits. Our bodies can only take as many vitamins as we need, for example, excessive consumption of blueberries will only cause excess Vitamin C to be wasted.

It appears that superfoods are one of many recent dietary trends but one that is constantly evolving. This year cranberries and oats may be the most popular varieties, but next year it could be açai or goji berries. The key for manufacturers is to be aware of the fluctuating popularity of different superfoods and to exploit the trend accordingly. With no legislation currently in place, there is also an issue of responsible marketing. The risk of "over-claiming" superfood contents could bring the whole sector into disrepute.

Defining superfoods​

Sales of superfoods, including beans, blueberries, broccoli, spinach, tomatoes and walnuts, have seen positive increases throughout Europe over the past two years, with consumers appearing to be increasingly influenced by the health benefits associated with these foods.

Unlike other food trends, such as organic food, it is difficult to measure the size of the superfood market. This is due to fact there is no legal definition.

Our analysis indicates that the EU market for manufactured products containing superfoods, at consumer prices, was worth Euro 1.2bn in 2007, with sales increasing by 20% per year, on average. The vast majority of sales (70%) is focused on the beverages sector, although this is gradually changing with product categories such as bakery, dried fruit and nuts all growing strongly.

Our forecasts predict that by 2012 the market could be worth Euro 2.3bn, equivalent to an average annual growth rate of 14.4% over the next five years.

In volume terms, we believe that this will equate to total consumption of 640,000t in 2012. In turn, this would equate to each person consuming 1.8kg of superfoods per year. Strictly speaking, these measurements should be classed as "superfood-containing" products. Nevertheless, this would make the market worth almost as much as EU market for tea. The largest market in Europe for superfoods (as defined) is currently the UK, followed by Germany and France.

The interest in superfoods across Europe is widespread with increasing sales of fruits such as blueberries, nuts (especially walnuts) and vegetables such as spinach, also benefiting. One effect of this trend is to add value to the market. Consumers may not be eating more but they are eating more of these costlier foods in order to gain a positive health benefit.

For further information, contact Jamie Rice at RTS Resource on +44 (0)1902 422282. wnzvr.evpr@egf-erfbhepr.pbz​ http://www.rts-resource.com​ For more RTS Resource reports, log on to http://www.foodmarketreports.com​​