Evaluating the Use of Superfruits as a Source of Antioxidants to Promote Health and Wellness

Evaluating the Use of Superfruits as a Source of Antioxidants to Promote Health and Wellness

Introduction

This presentation explores the growing interest in so-called 'superfruits' and consumers' interest in nutrient rich food and beverages. It also highlights innovation trends in superfruit based NPD

Scope

*A conference presentation given by Datamonitor's New Consumer Insight (NCI) team in January 2009

*This presentation combines consumer trend analysis with market observations

Highlights

Products that have gained the "super" prefix tend to be those rich in specific nutrients and phyto-chemicals, either due to added ingredients or inherent natural properties. Most contain an incredibly high concentration of antioxidants in particular

Consumers want to derive the maximum nutritional value from the food and drinks they already enjoy. This is why sales of products with a "healthy halo" such as superfood ingredients have boomed

Reasons to Purchase

*Understand how consumer attitudes are likely to affect future purchase decisions.

*Access unique survey insight to understand why, and to what extent, consumers across 15 countries are drawn to antioxidant rich food and beverages

Brief introduction to Datamonitor

Superfruits: what are we referring to?

Consumers drivers: what is behind the popularization?

Product innovation trends: innovation dynamics and examples