superfoods dr carrie ruxton nutrition consultant
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Superfoods
Dr Carrie Ruxton
Nutrition consultant
What are superfoods?
No agreed definition
• Implied that the food or ingredient delivers a health or wellbeing benefit
• Separate from its ability to meet nutrient requirements
Superfoods as a concept
Natural raw foods or ingredients
Processedingredients
Novel ingredients
‘naturalness’ decreases, regulatory burden increases
Consumers interested in ‘superfood’ products
Ranking
Foods that control weight 1
Energy-boosting products 2
Fortified drinks 3
Fortified foods 4
Herbal supplements 5
Beauty foods/drinks 6
Datamonitor, 2005
Consumers used to health claims
• Heart health/maintenance
• Overt or inferred intelligence boosters
• Sports performance claims
• Gut health
• Well-being
• Wacky health food shop claims
0
10
20
30
40
50
60
70
% of consumers not trusting
health claims
Americans British Germans French
But they don’t trust them
Datamonitor, 2005
Int J Food Sci Nutrition,2007; 57(3-4): 249-272.
Mink et al (2007). AJCN 85, 895-909
0.7
0.75
0.8
0.85
0.9
0.95
1
Q1 Q2 Q3 Q4 Q5
Ad
just
ed R
R0.82
0.84
0.86
0.88
0.9
0.92
0.94
0.96
0.98
1
Zero Some
Ad
just
ed R
R
Anthocyanidins p=0.03 Flavanones p=0.01
N=34492 US post-menopausal women, prospective studyAdjusted RR for age, BMI, EI and lifestyle
Plausible superfoods
• Fish oil – omega 3s• Antioxidant-rich fruit & vegetables• Polyphenols e.g. fruit, soya, cocoa• Probiotics & prebiotics• Oats – beta glucans• Dietary fibre• Stanols & sterols• Potassium-rich foods
Problem
Consumer interest up
Evidence growing
Health claim opportunities going down?
The new legal environment Launching successful
products
Communicating Benefits to consumers
What’s on the market?
Case studies
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