New research from global market intelligence agency Mintel shows that Germany has recently overtaken Australia and the United Kingdom, and is now the second most innovative market for “superfood” launches. According to research from Mintel’s Global New Products Database (GNPD), 9% of global food and drink launches carrying a superfood claim occurred in Germany in the year to June 2017, up from a 6% share in the year to June 2016.
The United States has defended its leading position in superfoods over the year, however they are not as dominant as they once were. While a quarter (25%) of all superfood launches originated in America in the year ending June 2016, this fell to 19% in the year ending June 2017. Overall, Mintel’s research reveals that between 2013 and 2016, Germany witnessed a more than four-fold increase (+433%) in the number of new food and drink launches containing the descriptors “superfood,” “superfruit,” “supergrain,” “supergreen,” or “superseed.”
Germany replaced the United Kingdom as the global No. 2 in superfood launches, with the latter’s percentage dropping from 9% in the year up to June 2016 to 7% in the following 12 months. Meanwhile, Australia ranked third in the world in the year up to June 2016, with 7% of superfood launches, but has fallen to sixth place globally, with 5% of global superfood launches coming from the country in the year to June 2017.
“Looking to the future, the search for new superfoods will continue to widen beyond the initial focus on popular ingredients such as chia, amaranth, and quinoa, with the use of lesser known superfood ingredients in formulations of new products continuing to grow,” said Katya Witham, senior food and drink analyst for Germany at Mintel. “In particular, ancient grains are increasingly filtering into the German food and drink market, with a growing number of manufacturers attempting to harness the wholesomeness and healthfulness of ancient grains in their products, which is boosted by their ‘superfood’ status.”
Indeed, German consumers show strong interest in ancient grains. Almost a third of German adults (30%) are interested in trying bread or baked goods with added superfood seed or grains, with interest peaking among those aged 25–34 (46%). In fact, a significant number of Germans are already consuming alternative or ancient grains like millet and spelt. Mintel research reveals that that a third (32%) of German consumers ate quinoa in 2016, while almost half (48%) used other types of grain such as millet and spelt.