There is really no specific definition of the term “superfoods,” although it generally refers to foods that are high in antioxidants and rich in an array of phytonutrients. In the natural products channel, the highest profile classes of superfoods would be the green foods and the superfruits.
Whatever the delivery system, it’s apparent the growth of the superfood category is not to be denied. “Manufacturers of green foods and superfruits are focused on the steady assimilation of these products into the North American diet,” said Wes Crain, vice president, Navitas Naturals. “The green foods and superfruits that are super nutritious, that people find easy to use in their diets, and that they feel provide positive health benefits are the ones that are here to stay. But it is a slow education for people to learn about these products and for companies to do good research and to make creative products that are healthy and interesting.”
That is one of the challenges facing marketers and retailers. “There is some fatigue to the ‘new’ product of the month,” said Brandon Bert, Amazing Grass. “Retailers are more focused on reducing inventory levels and want proven products with a proven customer base that they know will sell.” He suggested retailers ask more questions of their suppliers about ingredient sourcing and formulation to ensure they’re stocking high-quality products that will provide shoppers with a difference they can feel.
Retailers can also take advantage of the extensive educational resources offered by many marketers. “Consumer education is so important at this point in the category’s life cycle,” said Kirsten Van Sickle, director of marketing, Zola Brazilian Superfruits. “Zola has had great success in helping educate consumers on the nutrient density of superfruits by creating eye-catching displays with educational information in high-traffic areas of the store. Retailers can also do feature stories in ads or on their Web sites to focus on the many benefits of superfoods.”
Utilizing the power of the Internet is one way retailers can stay on the cutting edge and broaden their reach to prospective consumers. “Online community information and feedback is always the best training since it is raw and real,” said Gannon Giguiere, pHion, whose company is focusing on maximizing the power of online outreach. “We provide rich content, video overviews, interactive product comparisons, online community forums and are getting into creating a Twitter following, all of which help educate consumers and are a great source of information for retailers to turn to.”
While McDonald’s may not be rolling out Spirulina Smoothies, it’s likely that U.S. consumers will continue turning to superfoods to fill in their nutritional gaps and help them achieve the healthy well-being they’ve been looking for.