Careful Branding

Datamonitor (www.datamonitor.com) believes the “superfood” label has been effective in adding “much needed vibrancy to healthy eating messages.”

A "superfood" diet is unusual and refreshing in that the focus is on general health promotion rather than on losing weight. But analysts are cautious about the future, especially vis-à-vis explicit superfood-branding initiatives.

While predicting consumers will continue to demand more "good-for-you" products that provide both health and taste benefits, Datamonitor recommends manufacturers and retailers focus on incorporating good content into their products and not overly promote on the basis of superfood branding.