Report: Health-conscious consumers driving demand for superfoods in new sectors

Superfoods usually associated with the food, drink and beauty sectors are now moving towards more diverse categories, says a report by Canadean.

Titled ‘Superfoods in FMCG’, the report states that consumers are becoming increasingly health-conscious by adopting a healthy lifestyle, which is driving demand for superfoods. According to the report, 63% of consumers believe plant botanicals or extracts have positive health benefits.

Health consciousness has led to the inclusion of superfoods in unconventional and diverse sectors as consumers are increasingly willing to experiment. Using fewer ingredients, manufacturers are able to provide products incorporating the antioxidant and nutrient-rich superfoods and deliver their multiple health benefits. Manufacturers are also able to incorporate superfood ingredients in their products across various sectors, which are not usually associated with health.

The e-cigarette industry is one such example of the use of superfoods in unconventional sectors, states Canadean associate analyst Lia Neophytou. Consumers have been using e-cigarettes to mitigate the harmful effects of tobacco. With the use of natural superfood flavourings in place of chemical flavouring, however, consumers no longer have to face a trade-off between flavour and health.

The report adds that health consciousness among consumers will drive the use of superfoods in a number of sectors in the future. Manufacturers will be able to add superfoods to a number of products and help in health management of consumers.