Consumers are seeking out ways to incorporate superfoods into their diet more than ever, which is seeing brands respond with new initiatives as seen with the Naturya superfoods range. The brand has announced it will be introducing 20 new products within its existing portfolio to help consumers easily incorporate superfood ingredients into their breakfast, lunch and dinner meals. This includes both sweet and savory varieties, which are launching in the UK at a price point between £5 and £9.
Marketing Director at Naturya Lewis Black spoke further on the expanded Naturya superfoods range saying, "Our latest research into the behaviours and habits of consumers, post pandemic, highlights the huge size and scale of the superfoods opportunity, which is set to explode over the next year and beyond. Half of all consumers want a greater choice and variety of superfoods available in stores, with over a third (34%) saying they would be encouraged to buy more superfoods if it was easier to find them in store. Consumers also want to see superfoods available in more types of products and in aisles around the store, 35% want to see them in store cupboard essentials, 29% in snacking, 23% in cereal and 17% in baking."
Expansive Superfood Product Ranges
The Naturya Superfoods Range is Growing with 20 New Products
Trend Themes
1. Expansive Superfood Ranges - Brands across the food industry could create an advantage by expanding their superfood product ranges, given growing consumer demand.
2. Superfood Ingredient Inclusion - An opportunity exists for innovators to create new products that incorporate superfood ingredients, following increasing consumer interest in and demand for these ingredients.
3. Convenient Superfood Products - There is a rising market for easy-to-find and use superfood products across multiple categories, and brands could capitalize on this by offering more convenient options for consumers.
Industry Implications
1. Food Industry - As consumers continue to seek out superfoods and demand greater product variety, the food industry has an opportunity to expand its offerings and attract new customers.
2. Health and Wellness Industry - The growing trend for incorporating superfoods into daily diets presents an opening for health and wellness brands to create new products and further position themselves in the market.
3. Retail Industry - Retailers can take advantage of the consumer desire for more superfood options by expanding their product offerings and strategically placing products in stores to draw consumer attention.