Superfruit

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Superfruit, a marketing term first used in the food and beverage industry in 2005,[citation needed] refers to a fruit which combines exceptional nutrient richness and antioxidant quality with appealing taste that can stimulate and retain loyalty for consumer products. Some popular fruits like strawberries, blackcurrants, blackberries or oranges are not commonly mentioned as superfruits despite excellent nutritional properties, apparently because they have not been marketed specifically as superfruits.

Resulting from a deliberate business strategy of a manufacturer to bring together marketing, science and potential health value to consumers, a superfruit product is specifically designed in manufacturing and marketing.[1][2]

Keys to marketing a successful superfruit product include the native fruit qualities, scientific evidence supporting a potential health benefit, marketing, protection of intellectual property and developing an appealing strategy to attract consumers.[1] Combined in the right way, these elements may allow a fruit to achieve "critical mass" as a superfruit.

To date, superfruits have been developed mainly as juices, but began in 2007 to appear as single piece products or as ingredients for functional foods, confectioneries and cosmetics. Current industry development includes applications for creating novel consumer products, such as energy drinks, dietary supplements, and flavors with nutrient qualities, e.g. fortified water.

Although used increasingly in new food and beverage products, superfruits have not been defined by scientific criteria that would allow consumers to objectively assess nutrient value and potential for furnishing health benefits. Consequently, the term superfruit is used liberally to include a growing list of common and rare fruits, some having sparse scientific evidence for being "super".

Contents

[edit] Significance

The superfruit category is a relatively new marketing approach for promoting common or rare fruits used as raw materials and ingredients for the global industries of functional foods, beverages and nutraceuticals. The fruits have nutritional significance due to their nutrient richness, antioxidant value or anticipated health benefits. Superfruits have commercial significance associated with their novelty of taste, color, number of food or beverage product formats or potential to stimulate future products with innovative packaging and labeling.

The superfoods category is forecast to become a $10 billion global industry by 2011[3] with several thousand new superfruit products expected to enter the marketplace in 2007–8.[4] According to DataMonitor, superfruit product launches over 2007–8 grew at a rate of 67%.[citation needed]

[edit] Origin and background

In 2004, the term superfoods was popularized by a best-selling book discussing 14 whole foods with extraordinary nutrition.[5] One – the blueberry – became known as a superfruit when its exceptional antioxidant properties were revealed by publication of United States Department of Agriculture assays on antioxidant strength, the oxygen radical absorbance capacity or ORAC for 100 common foods.[6] Wild blueberries ("lowbush", Vaccinium angustifolium) were at the top of the 2004 rankings for fruit. By refinement of the ORAC assay and new analyses published in 2006-7, other berry fruits such as açaí,[7] wolfberry (goji berry),[8] elderberry[9] and cranberry,[9] have superseded blueberries on the antioxidant rankings, attention possibly caused by growing consumer demand for superfruits.

Indicating industry enthusiasm for novel product development, superfruits have been called "the future of health",[10] "fruits of the future"[11] "superheroes of functionality"[12] and "heroes in the natural food marketplace".[13] More than a dozen industry publications on functional foods and beverages have referred to various exotic or antioxidant species as superfruits with estimates for some 10,000 new product introductions in 2007–8.[4]

However, definition of a superfruit remains obscure with no scientific standards or commercial criteria accepted uniformly in the industry.[citation needed]

[edit] Working definition

As a term, superfruit may have two meanings according to interest – one for commercial success, and another for health properties. Below, these together combine with other criteria to qualify a superfruit.

[edit] Definition by commercial success or promise of health benefits

A superfruit is thought by many consumers to be any fruit offering value beyond basic nutrition.[14] Key criteria for superfruit success appear to include novelty, perceived health benefits, convenience, reliable supply and effective promotion.

Juices and fruit blend beverages are popular for consuming superfruits at present as beverages seem preferred for convenience and product enjoyment. Fruit juice remains one of the only foods consumers still regard as "natural" even when pasteurized and processed.

Additionally, mainstream consumers seem to accept juices of fruits that would not be popular in fresh form, such as noni and pomegranate – two of the largest selling juices.[14] Tahitian Noni began selling noni juice in 1996, and claims $2 billion in sales during their first 10 years of operation.[15] Earlier reports showed pomegranate-based products grew nearly 400 per cent over 2005-7 from new launches, a gain exceeding all the previous six years.[16] Similarly, XanGo, a multiple-fruit juice containing mangosteen juice, grew from $40 million in 2002 sales to over $200 million in 2005,[15] with anticipated total sales for 2006–7 of approximately $400 million.[citation needed]

To begin consideration of commercial characteristics that may apply to defining a superfruit are criteria related to market success or promise for gaining health benefits

  1. Novelty judged by consumers
  2. Appeal to consumers (visual, aromatic, taste, physical, perceived health benefit)
  3. Supply by growers, processors and shipping capabilities
  4. Production by farmers and manufacturers
  5. Convenience of using the raw material
  6. Promotion, marketing and distribution
  7. Creation of a market niche, employing a low-volume, high-value strategy relative to major retail brands[17]
  8. Sales year over year
  9. Growth potential, innovative new products

One 2007 strategy of manufacturers is to use superfruits to enhance flavor of other products, attempting to mask tastes or provide impressions of novelty and health.[18] With some 5,000 new products introduced in 2005 on berries alone[19] and more than 500 new superfruit products launched in 2006,[14] the superfruit category is establishing significant commercial presence. DataMonitor includes the superfruit category as one of the top 10 global trends in consumer products for 2008.[20]

[edit] Definition by potential for health properties

Although a superfruit category has not been defined scientifically, its foundation presumably would involve characteristics of 1) high nutrient density, 2) superior antioxidant quality, 3) potential health benefits and/or 4) ease with which the fruit can be further designed through breeding to contain characteristics demanded by consumers, such as flavor, appearance, fragrance and health benefits.

Evidence for these third and fourth criteria would include intensity of the current research effort and/or preliminary evidence for lowered disease risk in human subjects ("disease impact").

  1. Nutrient density
  2. Fulfilling a significant percentage of the Daily Value for a key nutrient(s) by consumption of a single serving
  3. Antioxidant strength
  4. Capability to affect other molecules, biomarkers and cell or organ function in a well-designed laboratory experiment
  5. Capability for horticultural breeding to modify the fruit's characteristics for improved nutrient and/or phytochemical composition
  6. Intensity of current basic medical research and, if applicable, status of existing human clinical trials
  7. Potential for preventing or lowering risk of disease

[edit] Commonly mentioned superfruits

Format: common name, botanical name, main country(ies) of origin supplying the commercial market.

Apples (Malus domestica), oranges (Citrus sinensis), tomatoes (Solanum lycopersicum) and common berries, such as strawberries (Fragaria vesca), red raspberries (Rubus idaeus) and blackberries (Rubus ursinus) used for a large number of consumer products, achieve many of the criteria to be superfruits. They are, however, commonly known in the public and have not attracted interest as novelty ingredients, so are not usually included in industry reports as superfruits.

[edit] Table of nutrient, antioxidant and research features

The diversity and density of nutrients and antioxidant phytochemicals distinguishing superfruits are complex. To assist orientation to this category, a summary of specific phytonutrient features and examples of research progress are presented below.

Superfruits Principal Nutrients Key Antioxidants Recent Anti-Disease Research^
Açaí omega fatty acids, dietary fiber[21] anthocyanins, exceptional ORAC[7] leukemia[22]
Blueberry vitamin C, manganese[23] anthocyanidins[24] inflammation[25]
Cranberry vitamin C[26] anthocyanins[27] oral bacteria[28]
Grape manganese[29] resveratrol[30] atherosclerosis, lipid peroxidation[31]
Guarana+ n/a n/a mental fatigue[32]
Mango dietary fiber,[33] vitamin C[34] carotenoids,[35] polyphenols[36] myocardial vascular disease[37]
Mangosteen dietary fiber, thiamin[38] exocarp xanthones[39] leukemia[40]
Noni vitamin C, potassium[41] lignans[42] inflammation, cancer[43]
Pomegranate vitamin C[44] punicalagins, ellagic acid[45] prostate cancer[15][46] cardiovascular disease[15][47][48]
Seabuckthorn vitamins A,C,E[49] carotenoids, polyphenols[50] inflammation[51]
Wolfberry dietary fiber, riboflavin[52] carotenoids[53], polyphenols[54] neurological disease[55]

^ nearly all superfruit research is in vitro or on laboratory disease models, i.e., at a stage preliminary to human clinical trials

+ included due to its growing use as an energy ingredient; n/a, not applicable

[edit] Table of qualitative indices for monitoring superfruit development

As commerce for superfruits has evolved rapidly in 2007-8 – estimated to become part of a $10 billion superfoods industry by 2011[3] – it is useful to monitor progress of their development. Below are four qualitative indices giving benchmarks for scientific information and commercial progress.

Superfruits Nutrient Content Antioxidant Quality Research Intensity^^ Commercial Success
Açaí high high low moderate
Blueberry moderate moderate moderate moderate
Cranberry moderate moderate moderate high
Grape moderate moderate high high
Guarana+ n/a n/a low moderate
Mango high moderate moderate high
Mangosteen low low low high
Noni low low low high
Pomegranate low moderate moderate high
Seabuckthorn high high low low
Wolfberry high high low moderate

Qualitative estimates of research or commercial success are in relation to each other for these 10 fruits. Commercially, all but guarana are developed mainly as juices or juice blends.

+ included due to its growing use as an energy ingredient; n/a, not applicable

^^ estimate based on number of publications in medical literature

[edit] Emerging superfruit candidates

Other superfruit candidates emerging with medical research evidence for high nutrient and antioxidant contents having potential health properties or mentioned in 2006–7 industry reports include those below. References provide research evidence for significant nutrient or phytochemical content or potential anti-disease properties.

Collectively, however, there is insufficient commercial and/or medical research activity to confirm these species as superfruits.[citation needed]

Similarly, as discovered in Australia and Africa, several fruit species mostly unknown to science and commerce have characteristics that may eventually qualify them for superfruit status.[82][83][84]

[edit] References

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[edit] Further reading

[edit] External links

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