Amy Bond, Assistant Librarian and Information Specialist, Bord Bia – The Irish Food Board
Mintel have recently taken a look at the next generation of superfoods, predicting what they think will be the key trends in this area in the future.
Health and Wellbeing remains a key Bord Bia Consumer Lifestyle Trend, and the desire for health and wellness will continue to be a key driver for the superfoods category. However, the focus will move from looking purely at physical health to a greater focus on brain health. This will include products purely supporting cognitive function, as well as those that claim to support mental wellbeing. All demographics can be targeted in this area, whether helping in the brain development of children, maintaining function in older adults, or simply supporting day to day mental wellness. There is potential in this area for any mood boosting ingredient, as well as CBD oil and the type of ‘good fat’ foods related to the ketogenic diet.
While previously it had seemed that the more exotic a superfood seemed the more likely it was to make an impact, now consumers are turning to their more local environments for inspiration. People no longer want products whose names they can’t pronounce, but would like to be educated about the functional benefits of familiar ingredients. In Australia, the Australian Superfood Company has been working to grow awareness of the benefits of local plants. Closer to home, even the humble oat is emerging as key superfood.
The desire for local produce is also closely related to the third major influence Mintel predict in the category, the growth of sustainable superfoods, as it reduces the food miles associated with products. This relates to the Responsible Living Consumer Lifestyle Trend. Consumers are increasingly conscious of the ethical and environmental impact of their food choices, and media reports often focused on the negative impacts that increasing demand for superfoods have had on local communities, though recent research has highlighted the benefits for indigenous producers. But people are going to increasingly expect transparency on where their products are coming from, and reassurance that their choices are not causing harm.
If you wish to leverage the power of superfoods in your product, it is important to be aware of how the category is evolving. It is not enough to simply stick a popular ingredient on pack. Consumers are increasingly educated about what the specific functional benefits of products are and are looking to have specific needs targeted. They are also willing to learn more about local ingredients, and expect more information on foods sourced from further afield.
For more information contact amy.bond@bordbia.ie.