Super powers
 
From Goji berries to broccoli – the amount of fresh produce claiming superfood status seems to be growing all the time. Emma Twyning spoke to leading purveyors of the concept to find out what power it can wield and whether it is here to stay.

The concept of superfruits and vegetables – foods that contain high levels of disease-fighting nutritional compounds – is having a large impact on the fresh produce industry.

Eighteen of the top 20 cancer-fighting foods listed in a recent survey by the World Cancer Research Fund were fruits and vegetables, including cabbage, broccoli, Brussels sprouts, carrots, spinach, sweet potatoes, tomatoes, watercress and strawberries.

But this report is just part of a raft of research and media reports which suggest there is an elite group of fresh produce items we should all be consuming to boost our well being.

One of the pioneers in this respect is the blueberry. What was until relatively recently considered first and foremost a tasty muffin component now enjoys a burgeoning fresh market and aptly shows the value of the superfood label. The blueberry market’s growth over a very short period has been staggering – perhaps the most impressive of any fruit or vegetable in such a short time, certainly in recent years.

According to the latest TNS Worldpanel data for the 52 weeks ending in December 2006, UK blueberry expenditure value rose by 55.5 per cent, to £23 million. Figures suggest that nearly 45 per cent more people are now buying blueberries compared to this time last year.

Some 3,991 tonnes of blueberries were sold in the UK in 2006, and purchasing patterns mirror those worldwide; sales of blueberries rose from just over £20,000 in 2004 to more than £64,000 in 2006 – an increase of 216 per cent.

But it is not just blueberries enjoying success on the back of super status. Berries of all types are seeing sales increases. Last year the whole category’s sales grew by 17 per cent, with strawberries up 7.5 per cent and raspberries, blackberries and blueberries up by between 20-86 per cent. This follows a steady rise in sales in recent years.

“Although the dramatic growth of strawberries in the last four years seems to be slowing down, we don’t expect their growth to drop below 10 per cent per annum,” says Jayson Clark of AMS Marketing, the marketing office of Wellpict European. “We expect the current growth levels in raspberries, blueberries and blackberries to continue to increase as strawberry customers trade up to other berry varieties.”

An interesting aspect of the berry phenomenon is the change in demographic profile of their customer base. Their role is changing from one of delicacy to snack. “With the rise of their reputation as a superfood, berries are being bought by an ever wider range of consumers,” Clark says. “In addition to the wealthier, more traditional customer that has always bought berries, new customers are flocking to buy berries including younger and health-orientated individuals. There is also a growing tendency for supermarkets to promote berries as a healthy convenient snack. For the first time, the masses are really buying into berries – traditionally berries were always a luxury item, whereas now they are becoming an everyday purchase.”

So, it seems rather than adding to the pile of food fads, advocates of superfoods are convinced they are here to stay: “As new superfoods are recognised and publicised, public focus may switch away from one product to another,” says Clark. “So long as the benefits of superfood scontinue to live up to their reputation, they will continue to be in high demand.”
 
Thu 1 Feb 07