Exotic Superfoods: More than Mere Marketing?

摘要

Consumer expectations are constantly shifting: health, naturalness, safety, efficacy are now present than ever in their mindset.The food industry, but also dietary supplements firms, have a real challenge in offering better, trendier and more effective solutions. We are therefore witnessing a boom of innovative exotic and ethnic ingredi- ents, proposed by ingredient suppliers. Superfruits, seeds, tree extracts, micro-algae and others - so many ingredients are taking consumers to exotic destinations and being marketed on naturalness, sustainability, traditional consumption and health platforms. But what about the efficacy of these ingredients, or is it merely a matter of marketing?