Today’s on-the-go consumers face myriad stressors in their quest for better health. In the world of mixed media reports on the latest contradictory study results on green foods and queries of the actual substantiation behind claims of “super” status for many fruits and veggies, the message of “5-a-Day” seems quaintly simplistic.
And yet, said Gannon Giguiere, pHion, “When I ask people to tell me how many servings of fruits and vegetables they’ve eaten over the last week, I usually hear ‘not enough.’ Everybody knows we need to eat our veggies; but, most people don’t make or take the time to do so.”
Instead, there is a move toward consuming products with concentrated levels of phytonutrients and other beneficial compounds. “Consumers love to get concentrated nutrients from natural foods, and ‘superfoods’ contain very high levels of healthy substances like antioxidants and plant pigments,” said Neil E. Levin, CCN, nutrition education manager, NOW Foods. “And let’s not forget the power of mass media to create interest in our products.”
Indeed, as media outlets from The New York Times to “Oprah” discuss traditional uses and modern research findings on the breadth of nutrient-dense whole foods, consumer interest is on the rise. “People are grasping that to be healthy, nutrition is very important, and good nutrition is derived from eating a diverse diet of real food,” said Wes Crain, vice president, Navitas Naturals. “More people are trying to optimize their health and to live longer, and they are realizing that gaining a whole mix of nutrients and vitamins from natural sources such as green foods and superfruits is a great way for the body to benefit from what those dynamic foods have to offer.”
Consumers across the board are becoming more educated about the importance of healthy eating and leading a healthy lifestyle, said Mike Pagnano, Healthrow Natural Food & Beverage. He added, “This is being driven by an ever-increasing weight-conscious consumer and the aging Baby Boomer population searching for wellness products to enhance and prolong the quality of their life.”
Traci DelVecchio, director of marketing, ToGo Brands, agreed the Baby Boomers are one of the driving demographic forces behind the growing interest in superfoods. “There is also in the younger generation a newer trend that combines whole foods, sustainability, ecology and Fair Trade practices into a healthier lifestyle and new emerging global value system,” she added.
Another factor affecting consumer interest is the economy, Crain said, as shoppers are turning to whole-food nutrition from superfoods as a cost-effective way to “multitask” nutrient intake. He also noted the idea of “food as medicine” is also appealing in a time when consumers are looking to avoid costly visits to the doctor’s office.
Stephanie Furukawa, Green Foods Corp., agreed shoppers are taking a greater interest in self-care. “High health-care costs have driven many to look to natural alternative ways to prevent and treat specific health conditions related to excess weight, digestion, skeletal health, cardiovascular function and more,” she said. “Perhaps the biggest motivator for using superfoods is to fight the effects of aging so that we can maintain our health and youthful vigor for as long as possible.”
There is really no specific definition of the term “superfoods,” although it generally refers to foods that are high in antioxidants and rich in an array of phytonutrients. In the natural products channel, the highest profile classes of superfoods would be the green foods and the superfruits.
Green Is Golden
Green foods encompass an array of nutritionally powerful ingredients. Cereal grasses are the young, green plants that will produce certain grains, including barley, rye, oat, alfalfa, wheat and kamut. For nutritional purposes, most cereal grass is planted in the fall, grown through the winter and harvested in the spring just prior to “jointing,” the peak of vegetative development when the plant begins to sprout the grain. At this point, chlorophyll, protein and vitamin contents are at their highest.
Also in the green foods category are certain microalgae, the most primitive form of plants, which grow in aqueous suspension and operate as efficient converters of solar energy because of their simple cellular structure. The category includes chlorella, spirulina, Aphanizomenon flos-aquae (AFA), Dunaliella and Haematococcus.
General awareness of the green foods category has increased substantially in the past five years, according to Brandon Bert, Amazing Grass. “Relatively speaking, a small percentage of the overall population knows about their benefits, but it is increasingly monthly,” he said. “Thanks to continual education to the public through editorials, store employees, festivals and expos, and through social media outlets like blogs, companies like ours have been able to educate the public on the ingredient benefits of green foods. Through our sales and consumer feedback, we know our message is getting out there and more people are being turned on to green superfoods and experiencing their incredible health benefits.”
Bob Capelli, vice president sales and marketing, Cyanotech Corp., agreed consumers are getting more educated about green foods and their benefits. “This has something to do with the continuing research that is getting publicized, but also has something to do with consumers zeroing in on ‘green’ in a couple of different ways,” he said. “First, ‘green’ is definitely ‘in’ nowadays; anything green is considered good for the world, good for the body, good for anything. And since there has been so much publicity about the benefits of eating vegetables and fruits, many of which are green, consumers are more likely to absorb media impressions about green foods. And publicity helps raise consumer interest. For example, a couple of years ago when AARP The Magazine ranked spirulina the ‘#1 food to add years to your life,’ we saw a big increase in consumer interest in spirulina, even though it has been commercially available for more than 30 years.”
Spirulina has been well studied over that time period. Capelli noted Cyanotech, which produces Hawaiian Spirulina Pacifica, is preparing to release a research compilation that spans more than 300 different studies supporting the benefits of spirulina on immune health, inflammatory conditions, cardiovascular wellness and much more.
A recent review out of England noted spirulina has the ability to modulate immune function, inhibits the inflammatory response, and may exert anti-cancer effects.1 Recent studies have confirmed its ability to protect brain cells against neurodegeneration;2 to exert an anti-diabetic effect in the pancreas;3 inhibit liver carcinogenesis;4 and even reduce arthritic pain and inflammation.5
“It’s really amazing how spirulina can help people in so many different ways,” Capelli said; it also can be ingested in many ways, he observed. “While most people take spirulina in tablets, a significant number of people also take it in powder form by mixing the powder in smoothies or sprinkling it on food. You can even find spirulina in functional foods like energy bars, pasta, popcorn and several green juice products.”
Green juices, to many in the industry, bring back memories of wheat grass shots or even add-ins to popular smoothies. However, interesting research supports the health benefits of cereal grasses such as wheat grass and barley grass. An Israeli study showed 100 cc/d of wheat grass juice for one month reduced disease activity and severity of rectal bleeding in ulcerative colitis patients.6 Another trial involving children suffering from genetic anemia found 100 mL/d of wheat grass juice could cut the need for blood transfusion by 40 percent.7 Recent studies on barley grass have focused on heart health, as clinical studies have shown 15 g/d of barley grass juice powder (from Green Foods Corp.) can support normal cholesterol levels,8 and prevent oxidation of low-density lipoprotein (LDL) in diabetic subjects.9
Furukawa noted Green Foods Corp. has conducted research on its barley grass and other whole food ingredients since 1979. “The findings show barley grass juice has a variety of demonstrated and potential health benefits including support for skin health, cardiovascular function, energy metabolism, immunity, anti-inflammatory and detoxification,” she added. The company grows its barley grass organically, and uses gentle juicing to concentrate the nutrients; the juice is spray dried at body temperature to stabilize the nutrients in a powder form.
Another green food with a storied history is chlorella, which has been commercially available as Chlorenergy since 1964. It is effective in immune boosting, as chlorella extract supplementation has significantly increased antibody response in middle-aged subjects, despite failing to increase overall immune response.10 Chlorella also improves cardiovascular disease (CVD) issues, including dyslipidemia and systolic hypertension.11,12 Recent scientific publications have shown chlorella has promise in reducing high blood pressure, lowering serum cholesterol levels, accelerating wound healing and enhancing immune functions.(13,14)
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Further, chlorella offers amazing nutritional and phytochemical content. “Chlorella is a complete food by itself, including 60 percent protein with a great balanced amino acid profile, 16 different vitamins, 14 minerals, four dietary fibers, chlorophyll A and B, and 25 percent chlorella vulgaris extract (CVE),” said Kazie Uyama, N.D., C’est Si Bon Co., the supplier of Chlorenergy.
Other companies offer a wider array of green food options, or combination products designed to deliver optimal green nutrition. Amazing Grass, for example, formulates drink powders, tablets and capsules using nutrient-dense green foods. “Consumers want to get a high-quality, nutrient-dense green superfood that they are often unable to find in a ready-to-drink (RTD) beverage,” he said. “Our products allow a person to add our powders to turn their favorite beverage into a nutrient-dense green superfood. Also, each product contains only dehydrated whole foods that are minimally processed and as close to their natural state as possible.”
Levin noted NOW Foods recently increased its selection of certified organic green foods, and presently has some products made from dried juices rather than just powdered dried grasses. “The dried juices can be mixed more easily into beverages without as much need for the addition of lecithin or other dispersion aids,” he said. “Of course, we are also conscious of the need to formulate some products that are gluten-free by avoiding the use of wheat grass and barley grass. Our state-of-the art micro lab also investigates all green foods for possible contamination, as the presence of undesirable molds can negatively affect the flavor and sensory perception by the user, as well as safety.”
Putting the ‘Super’ in Superfruits
If green foods have more history in the natural foods industry, superfruits would be one of today’s driving forces. But what really defines the category, questioned Paul M. Gross, Ph.D., author of the book Superfruits, to be published by McGraw-Hill in October, 2009. “Superfruits are an important category for introducing healthful fruit formats to consumers; yet, there is only a vague definition for what qualifies a fruit with ‘super’ status,” he said. “Over the past five years, almost every novel exotic fruit has been called a superfruit, a total now of about 36 called ‘super’ in industry media.”
In general usage, the superfruit category seems to be defined by those fruits with a high level of phytonutrients, particularly antioxidants. Bob Freeze, XanGo, noted the popularity of the category is growing exponentially as consumers learn about the health benefits the fruits offer. “One of the most recognized health benefits is antioxidant potency, which has resonated well with shoppers,” he said. “In fact, superfruits ranked seventh among the Top 20 Hot Trends for 2009 and third among the ‘What’s Hot’ chef survey release by the National Restaurant Association.”
That popularity has been the result of a type of double play by marketers and the media. “Companies are doing a great job promoting these products and the media is also creating awareness and interest,” said Kirsten Van Sickle, director of marketing, Zola Brazilian Superfruits. “Consumers are drawn to superfruits because of their inherent nutritional qualities. Superfruits provide an easy and delicious way to get an exceptional amount of nutrients for your body, more so than more conventional fruits.”
In fact, two defining criteria Gross offered in assessing superfruits are the nutrient and phytochemical diversity the fruit delivers. Among the top fruits on that scale would be common fruits such as mango, oranges and cranberries. “Mango has a broad range of micro- and macronutrients, fiber, carotenoids, polyphenols and the unique xanthone mangiferin,” he noted.
Mango also has a hint of the “exotic,” which seems to be a key attribute of many of the hot ingredients in the superfruit category. “The buzz has been around unusual imported fruits from Asia and south of the equator,” Levin said. “These include mangosteen and acai, as well as goji and noni.” NOW offers some single superfruit offerings, and recently launched the Mangoni™ SuperFruit Antioxidant Cocktail combining eight different superfruits, including mangosteen and acai.
In fact, acai is poised atop the list of superfruit offerings—at least in terms of general popularity. “Among consumers in the know, acai would be the most well-known superfruit,” noted Pagnano. His company is building off that awareness with the launch of a functional chewing gum, ACAI Plus, with acai, mangosteen and pomegranate to deliver a high level of antioxidants in a unique delivery system.
More commonly, consumers are consuming acai and other superfruits in beverages, either RTD or as mix-ins. “We are seeing the list of commonly known superfruits expanding within the beverage category,” Van Sickle said. “Zola started with acai, and just added four new superfruits to our lineup in our Functional Brazilian Superfruit Smoothies. Using our superfruit criteria of having powerful nutritional benefits and great taste, I tasted Brazilian fruits with every size, shape, color and taste imaginable and narrowed it down to four—acerola, caja fruit, graviola and cupuacu.”
Bert also cited acai as one of the hot superfruits, which Amazing Grass includes in its Green SuperFood line of products. Up-and-coming on his radar? “Among the ‘new’ superfruits that are starting to get attention and increase in popularity are the maqui berry and yumberry. We are seeing them offered in more products and consumer demand is increasing.” In fact, Amazing Grass will include yumberry in a new berry version of its Kidz SuperFood drink powder.
Several companies are combining superfruits for their synergistic nutritional appeal, or taking the formulation a step further by augmenting the blend with various green foods. NOW Foods, for example, developed its NOW® Fruit & Greens PhytoFoods™ with certified organic greens, organic superfruits and live probiotics. Giguiere noted pHion offers both a pHion Green blend, which includes juices from 40 different organic grasses and vegetables; and pHion Indigo, with an array of 15 antioxidants from fruits and botanicals. And To Go Brands’ Healthy to Go line features superfruit and green food formulations in instant juice powder mixes, which Del Vecchio noted come in stick packs that a consumer can pour into a water bottle for easy consumption.
Marketing to Consumers
Whatever the delivery system, it’s apparent the growth of the superfood category is not to be denied. “Manufacturers of green foods and superfruits are focused on the steady assimilation of these products into the North American diet,” Crain said. “The green foods and superfruits that are super nutritious, that people find easy to use in their diets, and that they feel provide positive health benefits are the ones that are here to stay. But it is a slow education for people to learn about these products and for companies to do good research and to make creative products that are healthy and interesting.”
That is one of the challenges facing marketers and retailers. “There is some fatigue to the ‘new’ product of the month,” Bert said. “Retailers are more focused on reducing inventory levels and want proven products with a proven customer base that they know will sell.” He suggested retailers ask more questions of their suppliers about ingredient sourcing and formulation to ensure they’re stocking high-quality products that will provide shoppers with a difference they can feel.
Retailers can also take advantage of the extensive educational resources offered by many marketers. “Consumer education is so important at this point in the category’s life cycle,” Van Sickle said. “Zola has had great success in helping educate consumers on the nutrient density of superfruits by creating eye-catching displays with educational information in high-traffic areas of the store. Retailers can also do feature stories in ads or on their Web sites to focus on the many benefits of superfoods.”
Utilizing the power of the Internet is one way retailers can stay on the cutting edge and broaden their reach to prospective consumers. “Online community information and feedback is always the best training since it is raw and real,” said Giguiere, whose company is focusing on maximizing the power of online outreach. “We provide rich content, video overviews, interactive product comparisons, online community forums and are getting into creating a Twitter following, all of which help educate consumers and are a great source of information for retailers to turn to.”
While McDonald’s may not be rolling out Spirulina Smoothies, it’s likely that U.S. consumers will continue turning to superfoods to fill in their nutritional gaps and help them achieve the healthy well-being they’ve been looking for.
Supercharged Beauty
Superfoods aren’t only found in dietary supplements and foods; they’re also making inroads in the skin care and beauty categories.
“Skin care and personal care products are the next ‘hot’ area of superfruits,” observed Bob Freeze, XanGo. “Market research from NPD Group highlighted in 2009 noted 64 percent of women are choosing natural over conventional beauty products. As women start to recognize the abundant health benefits of natural skin care and personal care products, superfruits are a natural fit for this category.”
Linda Miles, L.Ac., D.O.M., vice president, derma-e® Natural Bodycare, agreed about the market potential. “Because of the awareness of superfruits and how they benefit the body and skin, the anti-aging antioxidant market is rapidly growing among consumers of all ages,” she said.
To capitalize on consumer awareness, particularly among younger shoppers, derma-e launched a line of five formulas formulated for younger skin. Miles noted, “Fruit Smoothees is a skin care line blended with superfruits such as pomegranate, cranberry, grape and acai berry to help nourish and protect the skin from the first signs of aging.”
XanGo, which was one of the pioneering companies in the superfruit juice category with XanGo™ Juice, launched Glimpse Intuitive Skin Care, which delivers the nutritional benefits of mangosteen in a topical format. “The innovative personal care brand features three exclusive, xanthone-rich ingredients from the mangosteen derived through the proprietary BioActive X3 Complex™ that is free of harsh chemicals and utilizes green chemistry technology,” Freeze said.
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