Saturday, August 11, 2007

08/11/07 - Superfooods Market to Double by 2011


1. Health Freedom Blog Updates
2. Superfoods market to double by 2011

1. Vitamin Lawyer Health Freedom Blog New Postings

AER Regulations Immanent… EU Backs off banning natural vitamins!!

2. Superfoods market set to double by 2011 - Alex McNally

“Aug. 10, 2007 - The superfood and drink market is expected to almost double in the ten year period up to 2011, says a report published today, with soy products and exotic fruits leading the charge.

…Michael Hughes, market analyst and author of the report Super Food and Drinks: Consumer Attitudes To Nutrient Rich Products, said shoppers are actively seeking nutrient rich fresh, organic and functional food and drinks and turning their backs on foods high in fats, sugars and salts… Hughes said: "The trend towards 'positive nutrition' is well reflected by the recent popularization of superfoods, especially in the UK and US."

As a result, superfoods and drinks, like acai and goji berries, are seeing a surge in demand. Datamonitor defined superfoods for the purpose of the report as foods rich in "specific nutrients and phyto-chemicals (i.e. anti-oxidants) and are promoted as being able to improve health condition and/or disease prevention." A spokesperson told that the definition includes both foods which are naturally high in nutritional value and those with added nutrition. This means it can include much of the functional food market. Many food and drinks associated with superfood status have also enjoyed healthy growth in the last five years and this - in part - can be attributed to this status, he added. Hughes said: "The popularization of superfoods means that many food and drinks now have a 'healthy-halo' which significantly influences consumer preferences."

Exotic, highly fashionable fruits such as acai berries, goji berries and pomegranates have all risen in popularity, with pomegranate currently one of the most fashionable superfood ingredients, the analyst said. In the period January 2005 to May 2007, there had already been a 500 per cent increase in the number of products using pomegranate as an ingredient compared to the period 1999 to 2004.

Hughes added: "Right now, pomegranate is the hot ingredient, but this is likely to be superseded given that new ingredients are being continuously touted. "Monitoring these developments will be vital if industry players are going to fully capitalize on the superfoods movement." … Green tea sales have grown substantially in the US. The market grew from €18m ($119m) in 2001 to €116m ($160m) in 2006… Datamonitor also identified an opportunity for manufacturers to respond to growing time constraints which are leading to people in Europe missing around 100 meals a years because they do not have time. The report suggests companies can take advantage of this by offering nutritionally enhanced snacks as a substitution for missed meals.

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