Global demand for 'superfood' on the rise

CEBU, Philippines -  As demand for nutrient-packed food, now popularly known as ësuperfoodí, surges in the global market, a London-based market research company is encouraging Filipino manufacturers to take advantage of the opportunity.

Mintel Group Ltd. is calling on Filipino food exporters to make use of the resources from their own backyards as the popularity of Philippine-made ësuperfoodsí is gaining strength in the world market.

This recent study is seen to provide Filipinos entrepreneurial clues on rising market trends.

Mintelís study revealed that between 2011 and 2015, the number of new food and drink products launched carrying the label ësuperfoodí,  ësuperfruití, and ësupergrainí recorded a phenomenal growth of 202 percent globally.

The study revealed that Turmeric, also locally known as Luyang Dilaw, and Moringa or Malunggay, are among those strongly in demand in the world market these days.

The international market intelligence service provider further revealed that demand for these nutrient-packed foods is no longer limited to food and beverages, but is also spilling over to other product categories.

In 2015 alone, the report noted, superfood categories have widen by over 36 percent. That same year, the US topped the list of most superfood and drink launches with 30 percent, followed by Australia with 10 percent, Germany seven percent, the UK and Canada with six percent.

About 43 percent of products launched with the superfood label, or other related terms in the product description, were in the food category between 2011 and 2015, of which 11 percent fell under the drink category.

But as many as three in 10, or 30 percent, were found in beauty and personal care, while 12 percent  were in the health and hygiene category, and four percent were in the pet category.

"The popularity of 'super' products is clear as food and drink manufacturers globally are tapping into a demand for these nutritionally dense ingredients. But superfoods are not only limited to food and drink, they are regularly springing up in the beauty, health and hygiene and pet food aisles as a result of today's consumers becoming much more aware of what they are putting into and onto their bodies," the report added. (FREEMAN)