Superfruits have burst onto the functional food and nutraceutical scene with a juicy splash unmatched by few other ingredient categories. A recently published SPINS report noted that for the year ending in October 2008, superfruit products as a whole amassed $851 million in sales with a 15% growth over the previous 52 weeks sales. And in conventional markets, the growth was even higher – 19% growth over sales for the previous year in mass sales channels.
These fantastic fruits have garnered so much public interest, that consumers are shifting their efforts to meet the 5-a-day fruit and veggie quota away from good ole fresh produce favorites like apples. Instead many of them, especially younger generations, are turning to superfruit products - despite the higher price tags.
Says consumer research group, The Hartman Group, in their recent POV report Superfruit, "Superfruits are a rich opportunity for companies to align with long-term food trends."
Yet every superhero has its kryptonite and even the powerful consumer interest in superfruits has its limits. While some companies selling superfruit products like Sambazon have thrived in the last year with a growth rate of 58.9%, plenty of other companies have launched and failed. Even pomegranate-powered Pom Wonderful stumbled a bit in the same time period, with sales shrinking by 1%.
Is it the economy? Are people watching their budget too much to splurge for an expensive superfruit drink or snack? It's a factor – but not everything. In fact while superfruit products cost a pretty penny, they may be just the kind of indulgence consumers can afford and want right now.
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These fantastic fruits have garnered so much public interest, that consumers are shifting their efforts to meet the 5-a-day fruit and veggie quota away from good ole fresh produce favorites like apples. Instead many of them, especially younger generations, are turning to superfruit products - despite the higher price tags.
Says consumer research group, The Hartman Group, in their recent POV report Superfruit, "Superfruits are a rich opportunity for companies to align with long-term food trends."
Yet every superhero has its kryptonite and even the powerful consumer interest in superfruits has its limits. While some companies selling superfruit products like Sambazon have thrived in the last year with a growth rate of 58.9%, plenty of other companies have launched and failed. Even pomegranate-powered Pom Wonderful stumbled a bit in the same time period, with sales shrinking by 1%.
Is it the economy? Are people watching their budget too much to splurge for an expensive superfruit drink or snack? It's a factor – but not everything. In fact while superfruit products cost a pretty penny, they may be just the kind of indulgence consumers can afford and want right now.
Download using the above form!