October 11, 2012 05:08 ET

New Market Research Report -- Novel Superfruits Chokeberry, Jujube and Seabuckthorn Popularity Growing

ROCKVILLE, MD--(Marketwire - Oct 11, 2012) - has announced the addition of the new report "Next-Generation Superfruits," to their collection of market reports.

Blueberry and pomegranate are the most popular superfruits in new food and drink launches. But novel fruits are gaining ground, with chokeberry, jujube, and seabuckthorn being notable examples. Over 400 new food and drink products containing seabuckthorn were launched in 2009-12, the majority of which hit shelves in Russia, Germany, and France. A high proportion of health claims involving superfruits have been specifically about antioxidants, with over one in 10 claims submitted to EFSA addressing antioxidant properties. Although many superfruit ingredients have been lauded for their cellular protection properties, only acerola is associated with an endorsed health claim by EFSA. According to the Cochrane Library, a significant 63% of clinical trials undertaken on superfruits in the period 2009 to 2012 were able to establish a cause and effect relationship. This should prompt further testing in future to establish the positive roles superfruits play in managing certain health conditions.

This report examines the emerging market of superfruits within the global food and drinks market, analyzing data from four metrics: product launches, patent applications, health claim applications, and clinical trial data. This will enable manufacturers to assess the emerging trends and growth opportunities within the superfruit food and drinks landscape.

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