Clearly, this data references the popularity of pomegranate over the last few years. Acai has seen increased popularity recently, boosted by a range of premium brands, such as Bom Dia.
The general trend has seen superfruits grow in popularity over the past few years as consumers become more concerned about health and wellness and seek to consume products that help them self-manage their health.
Thought to be good sources of antioxidants, goji, acai, pomegranate, mangosteen, yumberry, acerola and camu camu are just some examples of variants that have started to see their way on to store shelves, particularly in North America and west Europe. Going forward, African flavours are thought to become the new ‘superstars’, as more attention shifts to the continent. These include aloe vera and baobab.
Superfruit claims have come under the spotlight increasingly over the past year, with nutritionists and scientists denouncing their ‘super’ status. This, along with consumers moving towards more value and mainstream price offerings given the current economic crisis, could mean that we start to witness a slowdown in the take-up of superfruit juices due to their usually premium price positioning.
Natalie Cording is market intelligence manager for beverages at Zenith International.
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