Superfoods also tend to have deeper coloration such as berries, kale, or spinach, but lighter-hued commodities such as cauliflower, onions, and garlic have been promoted as well. In addition to fruits and vegetables, other food groups such as spices and herbs (turmeric, rosemary), legumes (black beans, lentils), dairy (yogurt, kefir), fish (salmon, sardines), and grains (quinoa) are associated with the superfood label. Green tea, various forms of algae, dark chocolate, and coffee are other examples.
There are also some exotics that have generated interest as superfoods, such as açai, goji berries, and moringa. Much of the focus, however, is on familiar items. “For the most part, repositioning existing commodities with new marketing programs is where most activity in this area is taking place,” says Steve Grinstead, CEO of consulting firm The Grinstead Group.
Xavier Equihua, CEO of the Peruvian Avocado Commission, who heads up a “Superfoods from Peru” initiative for avocados and blueberries, says the term ‘superfood’ is convenient shorthand for conveying health attributes without getting bogged down in details.
“We don’t want to just emphasize nutrition and health,” Equihua explains, and using the term can encompass much more, including flavor. “Other commodities identified as superfoods haven’t benefited from the health message as much. The superfood label on its own can’t carry any new product without that flavor message—you have to like the taste.”
The American Heart Association’s position, for example, is that superfoods are beneficial when incorporated into a balanced heart-healthy diet, but will not help anyone who otherwise eats poorly. Further, the organization notes that many nutrition experts do not use the term due to the unrealistic expectations it conjures.
“We seldom hear nutritionists or healthcare professionals use these terms,” confirms Grinstead. “A few companies have focused on this marketing effort with consumers, but I wouldn’t call it mainstream. Most all fruits and vegetables are generally good for you and important to overall dietary needs.
“No doubt consumers in general are more focused on healthy eating, heavily driven by millennials,” Grinstead continues. “The specific focus on superfoods, per se, is more driven by some vendors and retailers than consumers.”
Spreading the Word
Media exposure, more than marketing efforts, is driving the growth in superfoods in the produce department. “I am not seeing a lot of marketing materials at retail about superfoods,” Caplan says.
