Growing consumer awareness regarding the health benefits associated with the high antioxidant content of superfruits has helped to drive activity, bringing many little known fruits into the mainstream market, according to The Netherlands-based Innova Market Insights. Activity has been reflected in growing use of superfruits as ingredients and flavorings in a wide range of food and drink products.

Innova recorded a 10% rise in the number of product launches marketed on a superfruit platform in the year to the end of May 2011 over the previous 12-month period. The soft drinks category saw the greatest number of launches, equivalent to nearly 40% of the total, primarily in the fruit drinks and wellness drink arenas. But there were products with superfruit ingredients launched across most other sectors, led by confectionery, dairy products, fruit and vegetable products and desserts and ice cream.

In terms of types of fruit, pomegranate appears to have emerged as the leader, accounting for more than 40% of the launches tracked containing a “superfruit” during the June 2010 to May 2011 period. Other fruits are also continuing to grow in popularity, including acai, goji and other berries. In the U.S., Innova Market Insights recorded highest levels of product activity in pomegranate, ahead of blueberry, although interest in acerola also appeared to be increasing, and there was ongoing interest in goji. U.K. launches were focused strongly on pomegranate and berries, particularly cranberries, blueberries and acai, while Germany has seen rising levels of interest in Sanddorn (sea buckthorn).

New fruits are emerging on the superfruit bandwagon, all focusing on high levels of antioxidants, often by comparison with levels in more established superfruits, and often moving into food and drinks following a period of launches in supplement form. The Maqui berry from Chile (Aristotelia chilensis), also known as the Chilean Wineberry, is one example of this trend.

Lu Ann Williams, head of research for Innova Market Insights, noted that with so many different types of tropical and exotic fruits, it is difficult to predict where the new success stories will come from. But what is almost inescapable is that there will continue to be new varieties put forward as the market develops and these will have to compete alongside more established and familiar varieties. “The ability to supply the quantities needed and market their multiple benefits successfully will be key to their future, as well as the willingness of mainstream food and drinks companies to take them up as ingredients in their products,” she concluded.

In other developments, ConsumerLab.com, White Plains, NY, recently issued a review article on baobab (Adansonia digitata) fruit pulp, which is native to West Africa, saying the superfruit has become an attractive ingredient thanks to its tangy taste, high fiber content and antioxidant properties.

Dried baobab fruit pulp was approved for use as a food additive in Europe in 2008. In 2009, FDA determined it was Generally Recognized As Safe (GRAS) for use as an ingredient in blended fruit drinks at a level of up to 10% and up to 15% in fruit cereal bars. Oil from baobab seed is used in various cosmetic products.

Baobab fruit pulp demonstrates significant antioxidant activity in the laboratory. Marketers claim its ORAC (oxygen radical absorbance capacity) value is double that of pomegranate and cranberries, and significantly greater than fruits such as blueberries, raspberries and blackberries.