What is So Super about Superfruits?

You may have heard the term “super foods” -- foods that are naturally jam-packed full of nutrients and have been found to help treat a variety of health issues. One element of the super foods “empire” is the superfruits. So what exactly is a superfruit and what makes it so powerful? Could you tell the difference between a regular fruit and a superfruit? Let’s take a closer look at what’s so super about superfruits . . .

What are superfruits?
Superfruits are fruits that are high in antioxidants and rich in nutrients. The term “superfruits” was first referred to in a best selling book in 2005 and has since been used as a marketing strategy to attract massive sales of various forms of fruit.

Commonly known superfruits include blueberries, cranberries, goji berries, pomegranates, grapes and acai berries.  These fruits are not only known for their luscious taste, but for their high antioxidant value and nutrient rich content. 

To date, superfruits have been mainly developed as fruit juices; however they are now being used in the form of skincare products, cosmetics and other food products.  They are also being manufactured as energy drinks, dietary supplements and fortified flavoured waters.

The Marketing Aspect
The terminology known as superfruits has become a multi-billion dollar industry through marketing strategies not previously used in the past.  It has fast become the mainstay of the nutraceutical industry also commonly referred to as the health and wellness industry. By promoting perceived increased nutritional value and higher antioxidant levels than the every day range of fruits available, along with “taste sensation” aspect, this industry continues to grow at a massive rate. 

So, to be accurate, when considering the term “superfruit” there are two areas that need to be considered.  First, what health properties are contained in these superfruits and secondly what commercial success will the superfruit have.  In fact, there are four areas of criteria that are taken into account when deciding whether a fruit is termed “superfruit.”  These four areas include:

•     Antioxidant properties within the fruit
•     Nutrient-rich content of the fruit
•     Medical research
•     Commercial success

Consumers believe that a fruit termed “superfruit” will provide them with nutrients above basic nutrition.  Juices and fruit blends are still perceived by consumers as being “natural” despite processing and they sell well because of their ease of use and ready convenience.

Two examples of such juices are noni juice and pomegranate juice, which also happen to be two of the highest selling juices available on the market today.  Further surveys reveal that most consumers consider juices acceptable as having “super powers” whilst not considering that the same fruit in solid form as acceptable for eating. 

So, it would appear that the term “superfruit” is in fact a marketing term used to promote massive sales of fruits that are no more or less nutritious than other fruits by promoting a perceived higher value in antioxidants and nutrients.  This has been a very successful approach to promoting and selling exotic fruits in the form of juices to a worldwide market.

Using the added attraction of “health benefits” has also benefited the health and wellness industry. It is expected that this industry will continue to grow extensively in the coming years.

A data collection agency by the name of DataMonitor includes superfruits as being in the top 10 global trends of 2008 for consumer products.  With so many people turning to natural alternatives and healthier ways of living, it is clear to see why.

Are they really super?
Despite the marketing strategies behind superfruits, one fact remains clear: they are full of health-friendly nutrients and have powerful antioxidant properties. So . . . when it comes down to choosing between a banana and a berry, which one should you pick? Well, you might want to choose the berry – at least most of the time!