This has brought many hitherto little known fruits into the mainstream market for the first time, reflected in their growing use as ingredients and flavourings in a wide range of food and drinks products.
Innova Market Insights recorded a 10% rise in the number of product launches marketed on a super fruit platform in the year to the end of May 2011 over the previous 12-month period.
The soft drinks category saw the greatest number of launches, equivalent to nearly 40% of the total, primarily in the fruit drinks and wellness drinks arenas. But there were products with ‘super fruit’ ingredients launched across most other sectors, led by confectionery, dairy products, fruit and vegetable products and desserts & ice cream.
In terms of types of fruit, pomegranate appears to have emerged as the leader, accounting for over 40% of the launches tracked containing a ‘super fruit’ during the June 2010 to May 2011 period. Other fruits are also continuing to grow in popularity, including acai, goji and other berries.
In the US, Innova Market Insights recorded the highest levels of product activity in pomegranate, ahead of blueberry, though 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 (sea buckthorn).
New fruits are emerging on the super fruit bandwagon, all focusing on high levels of antioxidants, often by comparison with levels in more established super fruits, and often moving into food and drinks following a period of launches in supplement form. The Maqui berry from Chile (Aristotelia chilensis), also known as the Chilean Wineberry, is one example of this trend.
Lu Ann Williams, head of research for Innova Market Insights, notes that with so many different types of tropical and exotic fruits, it’s difficult to predict where the new success stories will come from. But what’s 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,” she says.
Source: Innova Market Insights
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