Superfruit

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In 2004, the term superfoods was popularized by a best-selling book proposing 14 whole foods providing exceptional nutrition (1). One – blueberries – became known as a superfruit (2) when their exceptional antioxidant properties were revealed by publication of United States Department of Agriculture assays on antioxidant strength, the oxygen radical absorbance capacity or ORAC for 100 common foods, showing blueberries at the top of the 2004 rankings for fruit[1].

Over intervening years to present, more than a dozen industry publications of functional foods and beverages have referred to various exotic or antioxidant species as superfruits (4-24), yet this category presently does not have a working definition.

1 Significance
2 Working definition
- 2.1 Commercial definition
- 2.2 Definition by health-giving properties
3 Candidate superfruits
4 References

[edit] Significance

Superfruits are a leading category of common and rare fruits providing raw materials and ingredients for the global industries of functional foods, beverages and nutraceuticals. The functional food industry has been estimated to have a 2006 commercial value of US$20 billion in the United States[2] and US$70 billion worldwide, growing at a rate of approximately 7% annually (2006-7)[3].

[edit] Working definition

As a term, superfruit may have two meanings according to interest -- one for its commercial success, and another for its health properties. Below, these together combine for 11 criteria needing some degree of uniform fulfillment to qualify a superfruit. A publication in March 2007 defined these fruits as "Fruits of the Future"[4].

[edit] Commercial definition

In his report, 'Superfruit: eight key case studies in marketing healthy fruit,' natural products author, Julian Mellentin, described Pom Wonderful's emerging success story as an example of a successful superfruit: "Pom Wonderful combines innovative packaging, clever merchandising and delicious taste to deliver a health benefit — but a health benefit that is communicated softly."

A soft sell may be important but a fruit would not be given superfruit status unless a specific health benefit was established or expected, if not stated explicitly on the package-front itself, said Karl Crawford, food business development leader of a New Zealand-based fruit science company.

"What makes a fruit 'super' is proof, although 'proof' is flexible," Crawford stated. "It can be direct proof from scientific study or 'proof' inferred by common acceptance. Either way, the health benefit must be specific to a particular health concern. Or, if a general benefit, it must be above that already expected from fruit (for example a blueberry with higher levels of health-promoting antioxidants)."

Crawford stated that pomegranate -- until this recent superfruit category received attention in markets of industrialized countries -- was unpopular with a reputation for average taste and difficulty for eating. Since 2004, however, pomegranate has made its 'value-added' transformation into a superfruit juice, as Pom Wonderful is a $90 million brand (2005-6) with rising sales.

Similarly, XanGo, a multiple-fruit juice containing mangosteen juice, has grown from $40 million in 2002 sales to over $200 million in 2005[5].

To begin consideration of commercial characteristics that may apply to defining a superfruit are the following 7 criteria

Novelty judged by consumers
Appeal to consumers (visual, aromatic, taste, physical, perceived health benefit)
Supply by growers, processors and shipping capabilities
Production by farmers and manufacturers
Promotion, marketing and distribution
Sales year over year
Growth potential

With more than 5,000 new product launches in 2005 on berries alone (19), an annual growth rate in Europe of more than 25% for sales of rare fruits (22), and at least 500 new exotic fruit products in development (5), the superfruit category is poised to make significant commercial impact in 2007 and future years.

[edit] Definition by health-giving properties

Although a superfruit category has not been defined scientifically, its foundation presumably would involve characteristics of 1) high nutrient density, 2) superior antioxidant quality, and/or 3) potential health benefits.

Evidence for this third criterion would include intensity of the current research effort and/or preliminary evidence for lowered disease risk in human subjects (“disease impact”).

Nutrient density
Antioxidant strength
Intensity of current basic medical research and, if applicable, status of existing human clinical trials
Potential for disease impact

[edit] Candidate superfruits

Summarized from literature in References

Common name, botanical name, main country(ies) of origin supplying the commercial market

Açaí (Euterpe oleracea), Brazil
Blueberry (Vaccinium angustifolium), Canada (Nova Scotia), United States (Maine)
Cranberry (Vaccinium macrocarpon), United States (Wisconsin, Massachusetts)
Grape (red, Vitis vinifera), United States (California)
Guaraná (Paullinia cupana), Brazil, Venezuela
Mangosteen (Garcinia mangostana), South Pacific Islands, Malaysia
Noni (Morinda citrifolia), South Pacific Islands
Pomegranate (Punica granatum), Mediterranean Region, United States (California)
Seabuckthorn (Hippophae rhamnoides), China
Wolfberry (“goji”, Lycium barbarum), China

Common berries, such as strawberries (Fragaria vesca), raspberries (Rubus idaeus) and blackberries (Rubus nigra) used for a large number of consumer products, achieve many of the criteria to be superfruits. They are, however, sufficiently known in the public, so do not attract interest as novelty fruits and are not usually included in discussions about superfruits.

Other superfruit candidates currently include cupuaçu (Theobroma grandiflorum), guava (Psidium, many species), lychee (Litchi chinensis), pomelo (Citrus maxima), saskatoon berry (Amelanchier alnifolia, Nutt), tamarind (Tamarindus indica) and yuzu (Citrus ichangensis x C. reticulata) collectively for which there is insufficient commercial information to include at present.