Super fruits set to dominate flavour market
So-called super fruits could prove to be the success story of 2006, according to Innova Market Insights.
The analyst says that the increasing popularity of berries and berry flavours in recent years is now extending to other less well-known super fruits, such as pomegranate, mangosteen, acai and noni, which are all being marketed on their antioxidant content and associated health benefits.
This could have a knock-on effect into other sectors. Datamonitor recently said that in Europe, the increased popularity of exotic fruit contributed significantly to a growth rate of 26 per cent for the European organic food industry between 2001 and 2004. The US market looks to be following suit.Innova said that berry flavours have been popular for a number of years, with initial interest in summer fruits, such as strawberries and raspberries. This has gradually given way to fruits marketed more strongly on a health platform, such as cranberries and blueberries.
In total, 5,291 food and drinks launches featuring berries were tracked by Innova in 2005, making it the second most popular flavour overall, behind chocolate on 7,247 launches.
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