Chia leads consumer drive for ‘superfoods’

There was a 202% global increase in the number of food and drink products launched containing the terms ‘superfood’, ‘superfruit’ or ‘supergrain’ between 2011 and 2015, according to the Mintel Global New Products Database.

36% rise in products​

Last year alone, there was a 36% rise in the number of food and drink products featuring one of the three descriptors.

The trend towards a wheat-free diet in particular has resulted in a growing number of products containing supergrains, Mintel claimed.

While quinoa and buckwheat have both recently become household names, the biggest rise has been with chia – with a 70% increase in products launched containing the seed between 2014 and 2015.

Seven in 10 consumers​

Meanwhile, over seven in 10 consumers throughout Europe agreed that health-promoting natural foods were preferable to healthy functional foods.

“The popularity of ‘super’ products is clear as manufacturers tap into the demand,”​ claimed Stephanie Mattucci, global food science analyst at Mintel.