Superfood powders market grows

Superfood powders have moved beyond the health food stores to land at local supermarkets and hypermarkets. While the authenticity of benefits of these products is still a subject of debate in various scientific spheres, large-scale and increasing demand for superfood powders is paving the way for innovative products and new businesses, according to a new market research report.

Consumers are increasingly becoming aware of their health and practices essential to maintain it during the COVID-19 crisis. The superfood powders are well-placed to turn these themes into new product and distinct business opportunities, and education on every front – manufacturers, food retailers, foodservice operators, and consumers.

Superfood Powders Market Size Study

  • About 65 per cent of consumers seek food and beverages with added functional ingredients, and 25 per cent are actively looking for superfoods
  • Functional ingredients such as moringa, maca, hemp, and matcha remain bestsellers
  • East and South Asia to reflect potential growth prospects in the coming years

The COVID-19 pandemic has triggered notable change in consumer behavior, as consumers are substantially demand for health-centric food and beverages.

Some consumer-health firms in the US have registered rise in prevention- and immunity-oriented products amid the pandemic, with an over 40% y-o-y surge in sales of multivitamins.

Moving ahead, consumers are shifting from conventional channels to other channels for buying superfood powders in the wake of social distancing norms and stay-at-home orders. Online sales of grocery items soared by 20 per cent y-o-y in Italy from February 23 through March 11, 2020.

Similar shifts in purchasing platforms are already in progress in the US, where online traffic for groceries has climbed up by at least 25 per cent. Driven by these pandemic-led facts and figures, manufacturers of superfood powders are going online to lock in consumers through better-quality products.

Superfood powders market – competitive intelligence

The global superfood powders market remains highly competitive. As such, market players are differentiating their product portfolio with unique value propositions to firm their grip in marketplace.

  • Brandless has rolled out 15 new products including vitamins, superfood powders, supplements, and essential oils. The superfood powders comprise of plat-based protein, matcha, and maca. Moreover, all of the products are gluten-free, organic, and vegan.
  • Nutiva has introduced Organic MCT Creamer that contain medium-chain triglycerides (MCT) extracted from coconut oil.
  • Love Beets has developed ‘Love Beets’ superfood powder for health and fitness enthusiasts. These superfood powders are made with 100% beets, contain no additives, sugar or preservatives, and are non-GMO, gluten-free, and organic
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