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 standby's like apples. Instead many of them, especially younger generations, are turning to superfruit products - despite the higher price tags. 2
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."3
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 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%.4
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. 1
1 Scientific Strength & Market Data Confirm the 'Super' in Superfruits webinar. Natural Products Insider;
Retrieved from http://www.naturalproductsinsider.com/webinars/2008/12/scientific-strength-and-marketdata-
2 Holliday, J. (August 2008). Superfruits disturb the five-a-day balance, warns Datamonitor. Food
Navigator; Retrieved from http://www.foodnavigator.com/content/view/print/215330.
Starling, S. (March 2009). How convenient: superfruits steal fruits' thunder. Nutraingredients.com;
Retrieved from http://nutraingredients.com/content/view/print/240283.
3 Hartman Group. (July, 2009). Superfruit: A Hartman Group Point of View; Retrieved from
4 Scientific Strength & Market Data Confirm the 'Super' in Superfruits webinar