The global superfoods market is projected to reach $125.34 billion by 2026, and this nutritional revolution shows no signs of slowing down.
The FMCG landscape is changing, and today’s shoppers – particularly millennials – make purchase decisions with mindfulness for themselves, society, and the planet. They’re looking for ethical, local, environmentally friendly products and brands.
Globally, 85% of shoppers indicate that they have shifted their purchase behaviours towards being more sustainable.
So, how can you position your business at the forefront of this growing trend? While the opportunity is there for the taking, the tricky part is standing out in the (huge) crowd.
Why Your FMCG Business Should Jump on the Superfoods Trend
1. Meeting your customer’s changing demands
In today’s world, people are seeking customised experiences that cater to their specific requirements and personal preferences. They want to express their unique individuality, and you have the opportunity to assist them in achieving that.
A recent ATLAS survey’s respondents self-reported that they have increased their activity in several areas when seeking “better” food and beverage alternatives. As consumers pay special attention to how they spend their money, they’re looking to identify the best added-value options and increasingly check product details to ensure that the products they eventually decide to buy meet their preferences and needs.
But what are the top factors that influence these purchase decisions globally?
- Brand
- Ingredient list
- Ingredient claims
- Nutritional information
- Health claims
Consumers are willing to pay extra for premium quality and clean-label products.
By incorporating superfoods into your products, you can cater to these evolving consumer preferences and tap into a rapidly growing market segment.
2. Tapping into the Lucrative Functional Foods Market
Superfoods perfectly fit into the functional foods category, which offers additional health benefits beyond basic nutrition. Think of turmeric’s anti-inflammatory properties, for instance. The rising demand for nutritional and fortifying food additives is expected to propel market growth over the next eight years.
Integrating superfoods into your offerings provides functional value and differentiates you in the market. This appeals to health-conscious consumers looking for specific health benefits and positions your brand as a go-to provider of holistic wellness solutions.
3. Capitalising on the Health and Wellness Trend
The health and wellness industry is booming, and consumers actively seek products that support their well-being. By embracing the superfood trend, you can tap into this lucrative market and expand your customer base.
Whether you incorporate superfoods into your existing product lines or introduce new superfood-focused offerings, you’ll attract health-conscious consumers who prioritise nutrient-rich foods. This strategic move enhances your brand’s image as a responsible company promoting healthier lifestyles.
4. Driving Innovation and Diversification
In today’s FMCG landscape, diversification is critical to long-term success. Incorporating superfoods into your product portfolio opens opportunities to diversify and venture into new market segments. Get creative and innovate with superfoods to create unique and exciting products that resonate with consumers seeking healthier options.
This allows for product expansion, collaborations with superfood producers, and the development of premium product lines catering to niche markets within the health and wellness sector.
5. Addressing Environmental and Ethical Concerns
Superfoods are often sourced from organic and sustainable farming practices, which addresses consumer concerns about the environment and ethical production. You commit to sustainability and responsible sourcing by incorporating superfoods into your products. This approach builds brand loyalty and attracts consumers who prioritise ethical consumption.
85% of consumers have become ‘greener’ in purchasing in recent years.
5 Key Tips for Incorporating Superfoods in Your FMCG Business
1. Embrace Product Innovation
Develop new superfood-focused products or enhance existing ones by including superfoods in your formulations.
2. Source Quality Ingredients
Collaborate with reliable superfood suppliers to ensure high-quality and ethically sourced ingredients.
Related article: From Ordinary to Artisan: How to Elevate Your FMCG Brand
3. Highlight Superfoods in Marketing and Packaging
Showcase and highlight the superfood ingredients on your packaging, labels, and marketing materials.
4. Foster Partnerships and Collaborations
Team up with nutritionists, wellness influencers, or health experts to endorse your superfood products and create awareness about their health benefits.
5. Educate Your Customers
Provide valuable information about superfoods, their health benefits, and ways to incorporate them into a balanced diet.
Utilise digital content, recipe ideas, and cooking demos to educate and engage your audience.
Related article: How to Use Social Commerce to Maximize Sales for Your SME and Beyond
Key Takeaway
Embracing the superfoods trend is a strategic move for FMCG businesses looking to thrive in today’s consumer landscape.
Remember, incorporating superfoods isn’t just about following the latest fad—it’s about meeting the demands of health-conscious consumers who want more than just another run-of-the-mill product. By infusing your offerings with the goodness of superfoods, you’ll serve innovation on a silver platter.
