Brands ride the Superfoods wave

All of a sudden, global brands appear to be carving a niche in ‘’superfoods’’. Earlier this year, Nestle picked up a majority stake in Terrafertil, which is the biggest global buyer of goldenberries, a berry high in vitamins and antioxidants and touted as the next big ‘’superfood’’.

Other behemoths like Unilever and Kraft Foods have enhanced their customer engagement through a host of recipes focused around superfoods like quinoa and chia seeds, while Britannia has a range of biscuits made from Indian superfoods like ragi.

Hitherto seen as the domain of niche brands like Whole World Botanicals, Organic India, Nutiva, Future Organics, etc. , the market for superfoods like quinoa, lotus seeds, pecan nuts, maca, amaranth, acai, etc. is expanding with bigger food brands planning on establishing a solid portfolio.

“Brands are leveraging on this trend of eating healthy. The concept of superfoods is gaining momentum as the foods described under it are validated though two knowledge frameworks: that of folk wisdom and of nutritional science. Brands gain a wider appeal by showcasing superfoods, ” says Chef Bharathan V from The Whitefield Arms.

Alongside MNC brands like Nestle, F&B brands have also jumped onto the superfoods bandwagon. Sareen Madhiyan, head chef at Tappa, Kamala Mills, says brands have started increasingly curating dishes around superfoods. ‘’We have curated a lemon barley amaranth salad with manuka honey dressing that uses sweetening from the manuka honey dressing, with lemon adding the citrusy flavour.’’ .

Experts say ‘’superfood’’ as a term boils down to a sturdy marketing effort by brands to leverage upon an existing healthy ingredient and package it as the ‘’elixir of life”; thereby selling it at a premium and gaining greater margins over other foods.

Margins in superfoods are 3x – 4x than margins of other foods. In the Indian retail market, a 500g packet of quinoa costs Rs.300 – 400, while a 100g packet of moringa powder sells for over Rs.200. 

Akshar Peerbhoy, COO of creative agency MAA Communications, says the real question to be asked is how many of these brands are simply using the label of superfood to increase their share of wallet and revenue potential. “Large food brands who adopt the superfood label are doing nothing more than simply adding a new vertical to their offerings to either demand a higher value for their product, or to increase their foothold in a market where the consumer is becoming a lot more health-conscious. ”

The craze for wellness is on the rise and the global industry for diet products is estimated at over $70 billion. Superfoods are largely products consumed by the diet-conscious and the category is said to grow at a compounded annual rate of 16 percent in the 2018-22 period. 

Experts say more than the intrinsic health benefits, it is the marketing efforts that have boosted the superfoods phenomenon. “There is no doubt that quinoa and others have tremendous health benefits. But every natural food in its own way is highly beneficial. It is more about how they are marketed. Turmeric for instance is today considered a superfood in the west. But it has always been an essential part of Indian cuisine. If it is a big deal in the West, then the rest of the world follows.”

To stay relevant, acquire an edge over competition, brands have chosen to realise that they cannot remain aloof to the superfoods fad. “And whether through superfood recipes on social media or launching their own products that contain superfoods, big brands have to milk the fad, ” add experts. 

Like ragi and turmeric experts feel the fruit ‘’jamun’’ has potential to grow as an Indian superfood. ‘’It has nutritional benefits for everyone including diabetics. It is naturally gluten-free and is low on the glycemix index. Although underrated at present, it has great potential in the superfood sector,’’ says Amitesh Singh Virdi, executive chef at Punjab Grill, BKC.

QUINOA ON MY PLATE

• $70bn – The global industry for superfood products is estimated at
   
• 16% – The category may grow 2018-22 at a compounded annual rate of
   
• 3x-4x – Margins in superfoods are more than margins of other food