Most superfood grows, or can be grown in our fields and in our climate and we've been using many of them for hundreds of years because of their role in the Mediterranean diet. However, there had to be an interest for superfood -those that have vitamins, minerals, omega-3, omega-6, folic acid, calcium and potassium, among other healthy elements- abroad before we made space for them in our fridges and before there was a revolution in the food industry.
The sector is working hard to process and market products containing kale, spinach, lettuce, broccoli, carrots, nuts, and some fruits like pineapple, blueberries or oranges.
All these superfoods, which are traditional of our agriculture, have come together with other foods from other places, such as quinoa or chia seeds. There are already hundreds of hectares devoted to their production in Spain and they have already crept into our industry, thanks to the support that some brands are giving to innovation, which is currently very marked by this trend.
Innovation
This innovation comes in the form of new products. Spain has managed to position itself at the forefront of the superfood market and be a true world power in its production thanks to its geographical location and because of what many companies operating in the country are doing. Everything indicates that Spain will also be a world power in the marketing and consumption of superfood soon.
Globally, consumption of superfood has increased by more than 200% between 2011 and 2015, according to the consulting firm Mintel. Moreover, in 2015 there was a 36% increase in the number of food and drink products launched as superfood, super or super grains worldwide. The United States is primarily responsible for this increase, with 30% of the total, followed by Australia (10%), Germany (7%) and the UK (6%).
Almudena Martinez, head of the physical-chemical department of the National Center for Food Safety and Technology (CNTA) stated that the increase in consumption of superfood has grown in Spain and that this increase was forcing the industry to launch products containing them.
Consumption is on the rise
"There is a clear increasing trend in consumption of superfood in Spain, resulting from the growing concern about a healthy diet and a healthy life," she said. The CNTA, which can validate whether a food can be labelled Super, has seen a growing demand from the industry to do analysis to ensure that their food can be considered a superfood in the past few years.
These analyzes, for example, allow the CNTA to determine whether a food is a source of vitamin A, calcium, or vitamin C, among other components. When that happens, the product may be labelled with the word superfood. The word that was first used in Anglo-Saxon countries, to identify very healthy foods.
Even though there is a Spanish translation to the word, Martinez said that the Ministry of Health hadn't adopted it in Spain. Its use, however, is not only permitted but it is increasingly growing. Not only on the shelves of supermarkets, but also in the hotel sector.
"It is important that the hotel sector adapts to the new trends and fashions without losing sight of consumer demand," said Luis Garcia-Bergas, CEO of the Crono Group, which is dedicated to the cultivation of products for restoration, and to fourth and fifth range ready to eat products. "The food industry is echoing the boom of these new categories and they are incorporating them in their offer, which already included traditional superfood, such as legumes, olive oil, or oily fish," he said.
The challenge is still making innovations that are super. "Distributors decide which products and brands compete on their shelves, what spaces they are assigned and at what prices they are sold," said Ignacio Larracoechea, president of the Promarca association, which defends manufacturers.
Source: eleconomista.es