Members of the media commonly use the term “superfoods” as a label to identify fresh and packaged products with strong, often targeted, health benefits. Many fruits, vegetables, and herbs have been termed superfoods at one time or another, and the label has even extended to certain grains, fish, nuts, and dairy products.
A superfood designation has proven very successful in driving sales for various segments of the food industry, especially fresh produce. “The berry category really benefited from the trend,” comments Jim Roberts, vice president of sales for Naturipe Farms LLC, headquartered in Estero, FL. What’s surprising is when: not recently, but as much as a decade ago. Roberts reports blueberries were the first to take off under a superfood designation, followed by blackberries, strawberries, and raspberries. All are associated with high levels of antioxidants, Vitamin C, lycopene, and flavonoids.
The connection between berries and health was initially put forth by medical journals, Roberts explains, with the link then picked up by television and a cadre of physicians. “The 10-year growth in berries has been phenomenal, and that’s a big reason why,” he says. “We were able to ride the wave of free media.”
North American per capita blueberry consumption grew nearly 50 percent between 2010 and 2015, according to the U.S. Highbush Blueberry Council, with fresh blueberry sales at U.S. retail stores reaching $1.5 billion a few years ago. Consumer awareness of berry health benefits rose by 115 percent from 2004 to 2014.
Julie Lucido, owner and CEO of Fresno, CA-based Marketing Plus, which has assisted berry growers and other produce companies in their marketing efforts, says consumer demand is driving the superfood trend at this point. “Baby Boomers are into health, especially as they age,” she comments. “And millennials are making thoughtful efforts to make good choices for their young families.”
“Consumers are intrigued when they find produce with high levels of nutrients and antioxidants,” adds Karen Caplan, CEO and president of specialty produce supplier Frieda’s Inc. in Los Alamitos, CA. Her company has seen growth for a number of commodities identified as superfoods, spurred in part by bloggers and magazines featuring stories on the topic. “It’s all those Baby Boomers who are looking for the fountain of youth,” she quips.
Defining the Term
Despite the wide use of terms like superfood or superfruit, there is no specific meaning assigned to the ‘super’ prefix, nor are the terms rooted in scientific fact. Superfoods are generally fruits, vegetables, or other items considered better than competing commodities in bringing consumers healthful benefits—ranging from fighting disease or aiding in digestion to promoting brain or heart health.
Members of the media commonly use the term “superfoods” as a label to identify fresh and packaged products with strong, often targeted, health benefits. Many fruits, vegetables, and herbs have been termed superfoods at one time or another, and the label has even extended to certain grains, fish, nuts, and dairy products.
A superfood designation has proven very successful in driving sales for various segments of the food industry, especially fresh produce. “The berry category really benefited from the trend,” comments Jim Roberts, vice president of sales for Naturipe Farms LLC, headquartered in Estero, FL. What’s surprising is when: not recently, but as much as a decade ago. Roberts reports blueberries were the first to take off under a superfood designation, followed by blackberries, strawberries, and raspberries. All are associated with high levels of antioxidants, Vitamin C, lycopene, and flavonoids.
The connection between berries and health was initially put forth by medical journals, Roberts explains, with the link then picked up by television and a cadre of physicians. “The 10-year growth in berries has been phenomenal, and that’s a big reason why,” he says. “We were able to ride the wave of free media.”
North American per capita blueberry consumption grew nearly 50 percent between 2010 and 2015, according to the U.S. Highbush Blueberry Council, with fresh blueberry sales at U.S. retail stores reaching $1.5 billion a few years ago. Consumer awareness of berry health benefits rose by 115 percent from 2004 to 2014.
Julie Lucido, owner and CEO of Fresno, CA-based Marketing Plus, which has assisted berry growers and other produce companies in their marketing efforts, says consumer demand is driving the superfood trend at this point. “Baby Boomers are into health, especially as they age,” she comments. “And millennials are making thoughtful efforts to make good choices for their young families.”
“Consumers are intrigued when they find produce with high levels of nutrients and antioxidants,” adds Karen Caplan, CEO and president of specialty produce supplier Frieda’s Inc. in Los Alamitos, CA. Her company has seen growth for a number of commodities identified as superfoods, spurred in part by bloggers and magazines featuring stories on the topic. “It’s all those Baby Boomers who are looking for the fountain of youth,” she quips.
Defining the Term
Despite the wide use of terms like superfood or superfruit, there is no specific meaning assigned to the ‘super’ prefix, nor are the terms rooted in scientific fact. Superfoods are generally fruits, vegetables, or other items considered better than competing commodities in bringing consumers healthful benefits—ranging from fighting disease or aiding in digestion to promoting brain or heart health.
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.
One promotional effort is the public-private Superfoods from Peru program, launched during a visit by the Peruvian president to the United States in September 2016. The campaign revolves around a number of commodities including avocados, blueberries, and quinoa, and features point-of-sale materials, radio advertising, retail demos, recipes, and social media exposure. A cookbook will be released this summer.
Equihua says the initiative was designed to “separate us from the other fruit and vegetable exporting countries,” especially with Gen Xers and millennials, who he says are “the ones really driving the superfood trend.”
An Explosion of Superfoods
The number of products that have been identified as ‘superfoods’ by the media, marketers, or the medical community continues to grow. The following list provides a snapshot of this vast, crowded, and confusing landscape. All have been defined as superfoods at one time or another.
açai / apples | arugula | avocados |black beans black raspberries | blueberries |broccoli | Brussels sprouts carrots |cauliflower|cherry juice|cilantro coconut oil|cucumber|dragon fruit|fermented foods
figs|garlic ginger|goji berries|grapefruit guava|kakadu plum|kale|kimchi
kiwi|lentils|lychee|mango
moringa|mulberries|mushrooms|noni fruit onions|oranges|papaya|parsley
pea protein|pineapple|pomegranates|quinoa
rambutan|red algae|spinach|strawberries sweet potatoes|tomatoes|turmeric|walnuts
Regardless of the type of marketing, the better news is the abundance of superfoods waiting for their time in the spotlight. “That’s an opportunity for retailers and the trade,” notes Lucido. Other than kale, cauliflower, and berries, other fruits and vegetables—like beets—are on the cusp of full superfood positioning.
Creative Marketing
Marketing Plus worked on a berry superfoods campaign by offering recipe and display cards, and posters. Lucido says there’s plenty of room for creativity—all “to build the register ring at retail.” The initiative also included cross-promotional partnerships with other foods—super or otherwise—in and out of the produce aisle. Lucido notes that a tray of fresh salmon, widely considered a superfood, could include a recipe for berry mango salsa, driving consumers to the produce department. Bringing diverse products together into a meal kit or one-pot meal can also encourage sampling a range of unfamiliar commodities.
Superfoods from Peru implemented successful pairings of varied superfoods at Walmart. In-store sampling events included avocado and blueberry smoothies with almond milk (all three ingredients are considered superfoods); chocolate mousse with avocados used as a butter substitute; peach and avocado crostini; and kale salad with avocado, blueberries, olive oil, and balsamic vinegar. Nearly any pairing with highly popular avocados gets results.
Naturipe, too, has championed cross-promotions over the past five years, offering free blueberries or a dollar off coupon with the purchase of specific products such as yogurt or cereal, for the latter to connect to what Roberts calls the ‘health halo’ effect of berries.
Retailers have typically encouraged such partnerships, bringing together produce suppliers and packaged goods companies. “The more progressive retailers got together with their grocery and produce departments to drive sales across the store,” explains Roberts.
Lucido points out that consumers’ growing interest in ethnic cuisines could be a boon for superfoods from other cultures like ginger and green tea, or even cranberries or pumpkins. She notes that lentils and quinoa, currently hot superfoods, were relatively unknown until recently. “They started on the periphery,” she describes, but when “combined with familiar ingredients, people will try them.”
Suppliers and marketing executives recommend focusing on specific attributes when promoting commodities for “super” health benefits, which Roberts believes will resonate better with consumers.
He cautions, however, that there is no beyond-a-doubt evidence to prove common superfood claims, such as a connection between antioxidants and cancer prevention, even though there have been many studies suggesting a link. For this reason and more, government regulations prevent companies from stating any such connection on packaging or marketing materials. Putting up a sign or including a label noting blueberries are high in antioxidants, is permitted.
In many cases, marketing messages involve comparisons. “The concept is, for example, that fresh figs have more potassium than bananas, lychee nuts have more polyphenols than red grapes, guava has more Vitamin C than oranges,” Grinstead says, but reiterates there is no specific scientific designation on superfoods.
Potential for Overuse
The lack of clear guidelines about what a superfood is can present challenges. “My personal opinion is that the term ‘superfoods’ tends to get overused and creates confusion about what it means,” shares Roberts. “Consumers already understand they should eat more fruits and vegetables for their health. In the produce department, almost every item claims to be a superfood and, ultimately, most of them are—but the term loses its meaning.”
“There is a danger of the term being used wrong,” Lucido agrees. “It’s a question of where to draw the line.” She notes that all vegetables and fruits have health benefits, but those particularly high in fiber or Vitamin C or other specific benefits are the ones that make sense for a superfoods positioning.
Grinstead comments, “I understand trying to ride trends and marketing waves, but do you end up conveying the message that other fruits and vegetables are not good for you?”
Lucido believes superfoods messaging actually drives more sales rather than cannibalizing them. “The more we can do to get people shopping in the produce aisle, the better,” she explains. “You may pick up kale, but you’re going to make a salad out of it”—which inspires gathering and purchasing other vegetables, fruits, herbs, etc.
“One of the best things a consumer can do is eat a wide variety of types and colors of fresh produce,” offers Caplan. “So the superfoods—which are typically intense in color—complement fruits and veggies.”
Another challenge facing fresh superfoods is competition from packaged foods and beverages, from large companies with substantial marketing budgets. With prominent signage and creative packaging, consumers may opt for these products and bypass the produce department. Market research firm Euromonitor International confirms there is growth in these “naturally healthy” products, including plant waters, juice blends, dried snacks, and baked goods infused with fruits. This is where cross-promotional partnerships can benefit both CPG [consumer packaged goods] companies and produce suppliers.
Researcher Mintel found that between 2011 and 2015, there was a 202 percent increase globally in the number of new food and drink products launched with the terms “superfood,” “superfruit,” or “supergrain” associated with them. This includes a 36 percent increase in “super” foods and beverages in just 2015 alone.
As with any major marketing trend, popularity will wax and wane. Last year’s top contender, cauliflower, is poised for a comeback and may knock kale from its perch. And there is a continuous flow of new up-and-comers such as turmeric and black garlic. But the idea that some foods can help prevent specific health issues is a long-term trend.
“Overall, making healthy choices and seeing consumers gravitate to the superfoods list will last,” insists Lucido. “It’s a shift in attitude.” Caplan concurs. “It’s definitely a long-term trend toward healthy eating and an interest in nutrition.”
