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Superfoods market growth in India
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Saturday, 16 October, 2021, 13 : 00 PM [IST]
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Ruhani Sandhu
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Modern consciousness has made nutrition the most important driving force and has brought more awareness about a new segment of food called Superfoods. A food segment that was for long limited to training performance athletes and target trainers, is now paving its way into our lifestyles because we are curious to understand and practice the link between diet and good health.
With health and wellness as one of the biggest trends in the industry today, it’s not surprising that consumers are constantly on the lookout for food and drink options that can do more than just satiate their appetites.A quick search of health products on online portals today lists millions of new products that we didn’t see just a few years ago.
Staying healthy has been the lifestyle priority for a while now because of the information boom, but the focus on mitigating certain health conditions and ailments by substituting pills with nutrition has given a lot more power to food and has brought superfoods in the global spotlight.
Just like how superheroes have gifted powers beyond general humans, superfoods are food groups that heal and deliver additional and enhanced benefits over and above a food’s nutritional value. They are essentially meant to be used as a vehicle for the delivery of bioactive compounds and micronutrients at a cellular level to increase overall well-being. It’s a basic food science that has a potential role and mechanism in disease prevention and healthy ageing.
A superfood is not an extract, artificially flavoured powder, instant mix or a single nutrient, it is a whole food that is unprocessed. This segment aligns with the global ‘clean label’ movement whichcaters to smart modern consumer who understands the link between plant-power, clean diet and sustainable health.
The superfood market is expected to witness a formidable growth rate until 2026 owing to the growing consumer concerns towards personal health and fitness and increasing disposable income. The growing trend of gym and fitness clubs has also given a boost to the demand for superfoods as most nutritionists and trainers ask people to include these foods in their diet.
According to the IMARC report, the superfood market is expected to see a growth at a CAGR of 6% during 2021-2026. The market in the Asia Pacific is projected to witness substantial growth over the next decade owing to various developments across major economies, especially in the food and beverage sector. With a 7.9% compound annual growth rate projected for the foreseeable future, the size of the market worldwide is on pace to nearly double in a decade.
It’s a very lucrative market for entrepreneurs too as margins in superfoods are 3x-4x than margins of other foods. This has motivated brands to innovate.If you observe the products like plant protein, daily nutrition mixes, plant-based sports nutrition supplements, smoothie mixes, meal replacement drinks, nutraceuticals etc. you will notice that they are formulated from superfoods.
So, are superfoods a new category of foods in the world? No, these are foods that our ancestors understood and used with great success in healing their bodies before modern medicine ever came along. I call it a result ofthe wisdom of the east and the information boost of the west. In other words, once the west makes it popular, the world follows.
Today, eating junk and processed food has become so common that eating healthy food is considered an extremely restrictive diet. We’ve been living in an unhealthy food matrix for so long that we’ve forgotten the rich heritage of our country. For example, the popular flaxseed today is relatable to our grandmothers as ‘alsi ke ladoo’.
When it comes to finding natural cures and treasures of rare herbs, India’s rich history, ancient Vedic knowledge and treasure of rare herbs and shrubs is the center of natural medicine. Thanks to the west and their interest in ayurveda and Indian health secrets that these superfoods are making a comeback in our regular diets and driving the growth of innovative products in the market.
Although there is a plethora of superfood derived product options available online, in supermarkets and on restaurant menus, following is the list of popular superfoods that are easily accessible. Science and research assure that if you treat yourself to at least a few foods from the list each day, and rotate your choices through the categories for optimal nutrition and healthy eating all year long, you will live a more deliberate, fitter and healthy life.
1. Adaptogenic herbs/roots – Moringa, amla, ashwagandha, brahmi, tulsi, mulethi, hibiscus, maca root, spirulina, wheatgrass and echinacea.
2. Herbs and spices – Coriander, basil, thyme, oregano, parsley, lemongrass and rosemary. Spices include turmeric, fenugreek, ginger, clove, cinnamon, star anise and mustard.
3. Beverages – Herbal infusions and tea blended with adaptogens, plant-based smoothies, raw juices, probiotic waters, kombucha, plant-based milk and beverages made with ingredients from ayurveda.
4. Grains and cereals – Rice, whole wheat, oats, quinoa, amaranth and millets like jowar, bajra, ragi, barley, maize and rye.
5. Vegetables – Bitter gourd, carrots, tomatoes, cauliflower, celery, broccoli, cabbage, mustard greens, beetroot, brussel sprouts, artichokes, asparagus, spinach, kale, collard and leafy greens. Allium vegetables include garlic, onions, scallions, chives, shallots and leeks.
6. Fruits – Apples, bananas, all kinds of berries and citrus fruits like oranges, lemons, limes and grapefruit.
7. Legumes – Beans, soy, chickpeas, kidney beans and basic legumes.
8. Nuts and seeds – Walnuts, almonds, cashews, chestnuts, pecans, pistachios, flaxseeds, chia seeds, pumpkin seeds and sunflower seeds.
9. Oilseeds – Flaxseed oil, grapeseed oil, olive oil, sesame oil and fish oil.
10. Dairy – Yogurt and ghee
As people continue to grow more health-conscious and indulge in the inherent wisdom and power of India’s traditional food, brands will pursue to ride the superfood wave with innovative products – either way, the concept of a fortified nutritious diet will gain momentum and validate traditional eating.
(The author is founder of Rangsaa tea, TEDx and tea note speaker. She can be contacted at ruhani@rangsaa.in)
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