Public interest in healthy-eating habits against the backdrop of the coronavirus pandemic is fuelling demand for “superfood powders” in spite of continuing scientific debate about the category’s authenticity and claimed health benefits.
The insight was revealed in an FMI study that showed roughly 65 per cent of consumers are actively seeking to purchase food and beverages with supplements such as moringa, maca, hemp, and matcha – with 25 per cent specifically looking to buy “superfoods”. Firms in the US marketing immunity-oriented products have seen a more than 40 per cent year on year surge in multivitamin sales.
Products containing these superfoods powders are now more likely to be found on supermarket shelves, having broken out of their traditional domain at health food stores to take an opportunity in the market opened by widespread fear of the virus and more health-conscious behaviours, the FMI said.
The burgeoning consumer trend is likely to provide more openings for East and South Asian growth in the category.
“Consumers are substantially looking for plant-based protein, with various startups delivering novel categories of alternatives to dairy and meat,” said an analyst with the FMI.
“As these startups build up, few are innovating new types of plant-based protein that go beyond soy or nuts. Algae protein, pea protein, and chickpeas are witnessing strong early-phase momentum.”