Study: Health-conscious consumers present new opportunities for superfoods

Superfoods will soon see a distinct shift toward more diverse categories, driven by increasing health-consciousness, according to consumer insight firm Canadean, London.

The report, “Superfoods in FMCG,” finds that consumers are more conscious of their health than ever before, and aim to proactively improve it through healthy living rather than reactively through the use of conventional medicines. This health-consciousness, in conjunction with consumer willingness to experiment, explains the development of superfoods into uncommon sectors, allowing products typically not associated with health to benefit from the inclusion of superfood ingredients.