According to a new consumer survey by Bossa Nova, the Superfruit Company, half of adults rank antioxidants as the top nutrient they are most concerned about adding to their diets—ahead of calcium, fiber and iron. However, despite this desire, the online survey found that the majority of adults don't know which fruits provide the most antioxidants.
In light of the popularity of acai juice beverages, Bossa Nova says some may find it surprising that 32% of consumers mistakenly select blueberries over acai berries for highest antioxidant content when selecting from a list of fruits that include blueberries, pomegranates, cranberries, red grapes and oranges. In addition, the company reports as many as 15% of consumers simply don't know which fruits are highest in the nutrient.
Adding to the confusion, many consumers who are familiar with acai have misperceptions about the superfruit's health benefits. In fact, 25% of those surveyed mistakenly believe acai juice helps with weight loss.
"These results tell us we have a long way to go in terms of educating the public about food and its health benefits, especially superfruits such as acai berries which are rich in antioxidants, but do not contribute to weight loss," said Jeremy Adams, head of marketing for Bossa Nova. "Part of the problem, unfortunately, is the many unsubstantiated health claims about acai that have led to misinformation for consumers. At Bossa Nova, we pride ourselves on delivering delicious, meaningful nutrition, without false promises."
The survey results also showed that:
• Most superfruits are super-mysterious: 58% of consumers are familiar with pomegranates, while less than 20% are familiar with acai. The number drops significantly (7% and fewer) when consumers are asked whether they are familiar with other superfruits such as goji, acerola and mangosteen. Younger adults, however, are more superfruit-savvy than older adults.
• What do women want? Variety: Women are more likely to try a new fruit or vegetable, while 150% more men than women would not try a new fruit or vegetable.
• Eat my veggies? No way! Adults are more than twice as likely to try new fruits (65%) than to try new vegetables (28%).