Superfruits continue to soar

A growing consumer awareness of the health benefits of so-called superfruits, and their high antioxidant content, has brought many hitherto little known fruits into the mainstream market for the first time.

As a result, there has been a 10 per cent rise in the number of marketed on superfruit platform in the 12 months up to the end of May 2011, according to Innova Market Insights.

The soft drinks category saw the greatest number of launches, equivalent to nearly 40 per cent of the total, primarily in the fruit drinks and wellness drinks arenas, says the market analyst. But there were products with superfruit ingredients launched across most other sectors, led by confectionery, dairy products, fruit and vegetable products and desserts and ice cream.

In terms of types of fruit, pomegranate has emerged as the leader, accounting for over 40 per cent of the launches tracked during the June 2010 to May 2011 period. However, other fruits are also continuing to grow in popularity, including acai, goji and other berries.

In the US, Innova Market Insights recorded highest levels of product activity in pomegranate, ahead of blueberry, although interest in acerola also appeared to be increasing, and there was ongoing interest in goji.

UK launches were focused strongly on pomegranate and berries, particularly cranberries, blueberries and acai, while Germany has seen rising levels of interest in Sanddorn (seabuckthorn).

“With so many different types of tropical and exotic fruits, it is difficult to predict where the new success stories will come from,” says Lu Ann Williams, head of research for Innova Market Insights. “But what is almost inescapable is that there will continue to be new varieties put forward as the market develops and these will have to compete alongside more established and familiar varieties. The ability to supply the quantities needed and market their multiple benefits successfully will be key to their future, as well as the willingness of mainstream food and drinks companies to take them up as ingredients in their products.”