The rise of superfoods and ways to mainstream them on retail shelves
Progressive Grocer|July 2021
WHAT ARE SUPERFOODS AND THEIR BENEFITS AND WHY THESE PRODUCTS ARE WITNESSING A HUGE SURGE IN DEMAND? WHAT ARE THE CHALLENGES OF INFUSING THESE SUPERFOODS INTO OUR TRADITIONAL FOOD PRODUCTS, AND HOW CAN THEIR VISIBILITY AND AWARENESS BE RAMPED UP IN ON-GROUND SHELVES OF SUPERMARKETS AND RETAIL COUNTERS?
Sonali Kocharekar

Superfoods are nutrient-rich food products, which help us in maintaining good health and well-being. They are a rich source of minerals, vitamins, antioxidants, fibers, fatty acids, and other healthy ingredients.

Superfoods mostly include a wide variety of fruits, vegetables, grains, seeds, herbs, roots, meat, etc. They help in improving heart health, boosting immunity, enhancing metabolism, mitigating the risk of premature aging, and warding off other ailments.

Superfood ingredients are widely adopted in various value-added food products, such as bakery items, breakfast cereals, dairy products, confectioneries, beverages, instant food mixes, ready-to-eat items, among other food categories.

The rising consumer health consciousness, rapid urbanization with disposable incomes & changing lifestyles, are key factors in increasing the awareness towards several nutritional benefits of superfoods besides primarily driving its market growth. Moreover, the growing prevalence of obesity, diabetes, and heart-related ailments is also catalyzing the need for healthier alternatives for a calorie-rich diet.

Additionally, the rising demand for ready-to-eat food products has propelled the utilization of superfood ingredients in the food processing industry. Consumers are more inclined toward convenient and healthy foods, thereby saving their time and money at the same time.

This growing consumer inclination towards gluten-free, vegan, and organic food products with plant-sourced ingredients has led to the emergence of newer product variants with prolonged shelf-life and easy storage benefits.

At the same time, the COVID-19 pandemic has led to a surge in the demand for superfoods. While the lockdown has resulted in a collapse in demand for durable goods and discretionary services, the demand for essential food items has grown exponentially.

Various cities have reports of panic buying and food hoarding, which could be another key driver for the increased market demand. Also, due to the scarcity or unavailability of vaccines, consumers are actively looking for superfoods to boost their immunity and the overall wellness quotient.

Consequently, there is a lot of talk and attention in the media these days about the so-called “superfoods.” It’s important to do your research, because some of the claims are bogus. But Ayurveda has actually had “superfoods” since the beginning.

According to Wikipedia, “Superfood is a marketing term for food with supposed health benefits. The term is not commonly used by experts, dietitians and nutrition scientists, many of whom dispute that specific food have all the health benefits claimed by their advocates. So, what does it take to make a food “super”?

The food should promote Sattva

Sattva is clarity, stillness, peace, contentment, love, compassion and kindness. This can be cultivated with a multitude of practices, but especially with what you eat. Drawing on the Ayurvedic principle of “like increases like,” we can enrich our mind & body by eating predominantly Sattvic food. Unprocessed, seasonal, whole foods are more Sattvic but there are specific foods that are “super” Sattvic!

THE NEXT POTENT SUPERFOOD – SPIRULINA

“Spirulina” sounds so much better than “pond scum,” but that’s what the popular supplement really is — a type of blue-green algae that grows naturally in oceans and salty lakes in subtropical climates.

Loaded with nutrients, Spirulina is one of the most sought after superfoods today. Considered to be an “all in one” source of nutrients, it’s Protein content has the potential to make it the best available protein sources, even compared to meat & eggs.

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM PROGRESSIVE GROCERView All

Gurgaon's First and Most Successful Independent F&G Retailer

SINCE LAUNCHING ITS FIRST OUTLET IN THE YEAR 2000 IN DLF GURGAON AT A TIME WHEN MODERN TRADE FOOD AND GROCERY STORES WERE NOWHERE ON THE RETAIL HORIZONS OF THE MILLENNIUM CITY, NEEDS SUPERMARKET HAS GROWN TO ADD 26 LARGE, MEDIUM AND SMALL STORES TO ITS KITTY, CLOCKING AN ADMIRABLE RUN RATE ON VARIOUS PARAMETERS OF RETAILING EXCELLENCE ALONG THE WAY. PROGRESSIVE GROCER SPOKE TO NEEDS SUPERMARKET’S MD AJAY DHAR, AND CEO, ARUN KHATTAR, ABOUT HOW THE GROCERY CHAIN HAS BEEN ABLE TO HOLD ITS OWN AND CLOCK STEADY GROWTH IN A HYPER-COMPETITIVE MARKET DOTTED WITH BIG-BOX NATIONAL RETAILERS AND THE SECRET SAUCE BEHIND ITS SUCCESS RECIPE.

10+ mins read
Progressive Grocer
August 2021

Paras Spices is innovating with unique products to meet new trends in the spices category

CATEGORY WATCH FOOD STAPLES

5 mins read
Progressive Grocer
July 2021

Brands and retailers collaborate to promote the growth of non-alcoholic beverages

SUPER-HERB INFUSED BEVERAGES THAT BRING THE POWER-PACKED GOODNESS OF SUPERFRUITS ARE TAKING THE MARKET BY STORM. THESE NONALCOHOLIC BEVERAGES CLAIM TO CONTAIN ZERO CALORIES, ZERO SUGAR, ZERO ARTIFICIAL SWEETENERS, AND ZERO PRESERVATIVES AND ARE DESIGNED FOR TODAY’S MILLENNIAL-GEN WHO ARE SEEKING A HEALTHY DRINK WITH A TASTY TWIST.

3 mins read
Progressive Grocer
July 2021

Just Outside the Box

THE HUMBLE PARKING LOT HAS BECOME A DIFFERENT KIND OF RETAIL DESTINATION AND HUB OF COMMERCE.

6 mins read
Progressive Grocer
July 2021

Increased Focus on Health, Wellness, and Immunity-boosting Products

SALES OF PACKAGED FOODS HAVE SURGED SINCE THE ONSET OF THE PANDEMIC, AS HOME-BOUND CONSUMERS STOCKPILE FAMILIAR PRODUCTS THAT WON’T GO STALE QUICKLY. BREAKFAST CEREALS, INSTANT NOODLES, RICE AND COOKING FATS ARE AMONG THE PRODUCTS THAT HAVE SEEN THE STRONGEST GROWTH IN RECENT MONTHS.

3 mins read
Progressive Grocer
July 2021

Consumer focus on hygiene & nutrition boosts packaged paneer sales

THE DEMAND FOR CATEGORIES SUCH AS CHEESE AND PANEER HAS WITNESSED AN ALL-TIME NEW HIGH DURING THIS PANDEMIC THANKS TO THE VERSATILE NATURE OF THESE PRODUCTS. NOT ONLY IS PANEER DELICIOUS TO TASTE BUT DURING THE HEIGHT OF THE LOCKDOWN, THE INTERNET WAS TRENDING WITH UNIQUE, FUN AND EASY-TO-MAKE PANEER RECIPES.

3 mins read
Progressive Grocer
July 2021

How Hormel Became a Snack Company

ACQUISITIONS, ADJACENCIES AND INNOVATION DEFINE THE GLOBAL BRANDED FOOD COMPANY’S GROWTH STRATEGY

10+ mins read
Progressive Grocer
July 2021

The New Normal for Snacks

THE POST-PANDEMIC CONSUMER WILL DEMAND BETTER-FOR-YOU MEAL SOLUTIONS MORE THAN EVER BEFORE.

6 mins read
Progressive Grocer
July 2021

The rise of superfoods and ways to mainstream them on retail shelves

WHAT ARE SUPERFOODS AND THEIR BENEFITS AND WHY THESE PRODUCTS ARE WITNESSING A HUGE SURGE IN DEMAND? WHAT ARE THE CHALLENGES OF INFUSING THESE SUPERFOODS INTO OUR TRADITIONAL FOOD PRODUCTS, AND HOW CAN THEIR VISIBILITY AND AWARENESS BE RAMPED UP IN ON-GROUND SHELVES OF SUPERMARKETS AND RETAIL COUNTERS?

8 mins read
Progressive Grocer
July 2021

What is driving consumers to become more conscious of what they eat?

WITH CONSUMERS BECOMING MORE HEALTH-CONSCIOUS, RETAILERS HAVE ALSO STARTED MAKING SHIFTS IN THEIR OWN MERCHANDISING AND MARKETING TO KEEP UP WITH THE TREND.

3 mins read
Progressive Grocer
July 2021
RELATED STORIES

GM REACHES DEAL WITH LG TO PAY FOR BOLT BATTERY RECALL COSTS

LG Electronics has reached a deal with General Motors to pay $1.9 billion to $2 billion to reimburse the automaker for the cost of recalling Chevrolet Bolt electric vehicles due to the risk of battery fires.

1 min read
AppleMagazine
AppleMagazine #520

BRAKE TIME

TSM Mfg’s easy, affordable way to upgrade any Ford 9-inch from drum to disc brakes

2 mins read
Four Wheeler
November 2021

SEEING 2020

EMISSIONS FRIENDLY UPGRADES FOR THE 2020 DURAMAX

5 mins read
Diesel World
November 2021

GM SAYS PRODUCTION STARTS ON REPLACEMENT BATTERIES FOR BOLTS

General Motors said that production has resumed for battery modules used in recalled Chevrolet Bolt electric vehicles, and customers could start getting replacement parts by mid-October.

1 min read
AppleMagazine
September 24, 2021

Complain and Get Results

Use these tried-and-true strategies to get companies to listen to you.

7 mins read
Kiplinger's Personal Finance
October 2021

I Love My Suburban

FINISH LINE

3 mins read
Hot Rod
October 2021

GM POSTS $2.8B PROFIT, BUT CAUTIOUS TONE SINKS SHARE PRICE

General Motors posted a healthy $2.8 billion second-quarter profit this week, but its cautious outlook for the rest of the year spooked investors.

4 mins read
Techlife News
Techlife News #510

GM WARNS SOME BOLT OWNERS TO PARK OUTDOORS DUE TO FIRE RISK

General Motors is telling owners of some older Chevrolet Bolts to park them outdoors and not to charge them overnight because two of the electric cars caught fire after recall repairs were made.

3 mins read
Techlife News
Techlife News #507

Saving Youngstown. Again

One U.S. president after another has promised to turn this Rust Belt city around. Now Joe Biden is planning to steer millions of dollars in federal funding to revive manufacturing. So where are the jobs?

10+ mins read
Bloomberg Markets
June - July 2021

BIG POWER, BIG LUXURY, JUST PLAIN BIG

2024 GMC HUMMER EV SUV

4 mins read
Motor Trend
July 2021