Companies & Markets 5

Corinna Nohn, Handelsblatt Düsseldorf

You can tell a lot about Germa-

ny’s current tastes by taking a

stroll through the country’s

supermarkets. Here, organic food has

developed from a niche product to

dominating whole aisles. Vegetarian

and vegan food have also gained a

strong foothold. And, most recently,

goji, açaí berry and matcha tea – so-

called superfoods – have found a spot

on the shelves. These mostly exotic

berries, seeds and extracts, are thought

to have special properties that can

make you fit, slim and beautiful.

Superfoods entered the public con-

sciousness about four years ago – start-

ing in the USA. Thanks to social media,

the news about these fascinating foods

spread quickly. And, as a result, they

also found their place in many Ger-

mans’ diets. While sales of the seven

most popular superfood products (in-

cluding chia seeds, quinoa and matcha

tea) in Germany amounted to only

about 25 million euros in 2015, this fig-

ure rose to nearly 50 million euros just

two years later. According to a study by

the market research company Mintel,

roughly 10 % of all new superfood

products launched between July 2016

and June 2017 were sold in Germany.

Germans are also willing to spend

more for superfoods. One kilo of

chia seed costs around ten euros,

while crushed organic linseed – a

domestic alternative – costs as little

as 3.50 euros.

It is therefore worth taking a closer

look at the nutritional values of chia

and linseed: Their figures for energy,

protein and fibre

content are very

similar. Chia does,

however, have an

even higher calci-

um value than its

competitor. But

in view of the

long transport

routes (chia

come s from

Central America)

and high prices,

wouldn’t it make

more sense to add some

linseed to your muesli in the morn-

ing? For marketing experts, the an-

swer is clear: No! With the superfood

story, they have created a completely

new and, above all, lucrative market

segment. As a result, shoppers should

expect to find linseed and co. on the

lower supermarket shelves for the

foreseeable future. Fo

tos:

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Goji berries, ginger and co. are trendy and supposedly ultra-healthy. But do they live

up to their reputation?

Melanie Rübartsch, Handelsblatt Düsseldorf

Are superfoods really super?

Many superfoods have a high content of

health-promoting ingredients. Therefore, they can

certainly enrich the menu. However, they do not

possess scientifically proven “superpowers”. Some

of these foods also have fixed daily limits which

must be indicated on the products and should

be respected. This curbs some of the potential

benefits one could experience from consuming the

superfoods.

Quinoa, chia and co. are grown and imported into

Germany from faraway places. Are there any local

alternatives?

There are plants that have a similar nutrient com-

position to the common superfoods while offering

a better ecological balance. Instead of amaranth

and quinoa, you can use millet or maize, for

example, while ground linseed or nuts can

generally replace chia seeds. You can also

swap out goji berries for blackcurrants while

raspberries or strawberries fill in nicely for

rose hips and pomegranate.

What should consumers generally pay atten-

tion to when buying superfoods?

Due to the long transport distances, super-

foods usually have to be preserved. Chemical

substances are often used for this purpose. I

would generally avoid finished products because

they often only contain a fraction of the superfood

advertised. Exotic foods also pose a certain risk of

triggering previously unknown allergies and may

interact unfavourably with certain drugs.

› The complete interview is available at: handelsblattmachtschule.de/newcomer

The household and nutrition scientist (ecotrophologist) works for the German Nutrition Society.

Silke Reste meyer

Q&A WITH …

All student cartoons can be viewed online at: › handelsblattmachtschule.de/ schuelerkarikaturen