Functional Firms Search for the World's Next Big Super Fruit
Feb 1, 2010 12:00 PM
Neotropico scours South America for promising botanical ingredients such as camu camu and yacón
An apple a day keeps the doctor away. By that logic, one super fruit a day could make a huge dent in a family's annual healthcare budget. Although the “apple a day” adage may be a bit dated, the premise of improving one's health by consuming fruits is still a concept to which Americans can relate. Today's value-conscious consumers are increasingly looking for new ways to get their recommended daily intake of fruits more quickly and without breaking the bank at the local supermarket's produce section. Nutrition Business Journal research shows that U.S. consumers spent more than $700 million in 2008 on super fruit supplements, such as noni, mangosteen and acai, and super fruits remain one of the fastest-growing product categories in the nutrition industry.
Many food and beverage manufacturers are looking to tap into that consumer demand by incorporating at least one antioxidant-rich super fruit into their products. But some super fruits, particularly acai, have become so ever-present in products over the past five years that many believe consumers and manufacturers will move to embrace new fruit offerings in the near future. “I think acai will fade over the next few years, but you've got a whole line of gojis, sea-buckthorns and other super fruits ready to take its place,” said Jeff Hilton, co-founder and partner of the Integrated Marketing Group (IMG). “I don't think the demand for super fruits is near over.”
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