Superfruits: Old Faves and New Raves
Looking back on 2017 and spotting trends for 2018.
As Nutritional Outlook has reported several times over the past couple of years, the superfruit category remains strong, featuring a consistent foundation of pomegranate, acai, blueberry, and other well-knowns, plus a rotating crop of newly “discovered” stars. As Kim Kawa, senior nutrition researcher for SPINS (Chicago) puts it, “recognized superfruits are already famous for their nutritional density and appeal as antioxidants,” but a “solid backstory,” such as that of pomegranate, baobab, jackfruit, and more, “is the extra factor brands can use to build consumer trust and increase awareness of these products.” She notes that the term superfood is more widely used, but that superfruit “doesn’t appear to be fading from the lexicon.”
What follows is a round-up of observations from market analysts and industry insiders regarding up-and-coming potential superfruits, updates on old favorites, and some details regarding the very current trend of blending superfruit ingredients with other botanicals associated with wellness.
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