Britons are buying more and more superfoods

Superfoods fly off shelves as Britons get healthy - Independent

Extract:

"Sales of superfoods, the nutrient-rich stars of the fruit and vegetable world, are booming as shoppers seek to eat their way to good health, new research shows.

During the past two years, Britons have devoured more blueberries, spinach, broccoli, salmon and walnuts, sending sales up between 26 and 132 per cent.

The figures from the market research company AC Nielsen are further evidence that consumers are taking on board the advice dished out by nutritionists such as Gillian McKeith, who have championed little-known foods like the goji berry and blue-green algae.

Barely a week passes without a new berry or fruit, usually exotic and colourful, being trumpeted as a superfood. More traditional vegetables such as spinach and beetroot are also being prized by cooks because of their high vitamin and antioxidant content.

Berries, however, have been the biggest stars of the trend for " superfoods", and between 2005 and 2007 blueberry sales more than doubled - up 132 per cent - to £95m a year. "Blueberries contain antioxidants which help with circulation, keeping the heart healthy and maintaining youthful-looking skin, explained Jonathan Banks, Nielsen's business insight director. "These are all important to today's health and youth-conscious consumer".

During the same period, soy drinks - an alternative to dairy products - jumped 50 per cent to £70m while another "healthy" drink, green tea, rose 45 per cent to £16m. More traditional ingredients such as spinach, salmon and walnuts all found themselves piled up in larger amounts in shopping baskets. "


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