Superfruit

Overview
In 2004, the term superfoods was popularized by a best-selling book discussing 14 whole foods with extraordinary nutrition. One – the blueberry – became known as a superfruit when its exceptional antioxidant properties were revealed by publication of United States Department of Agriculture assays on antioxidant strength, the oxygen radical absorbance capacity or ORAC for 100 common foods. Wild blueberries ("lowbush", Vaccinium angustifolium) were at the top of the 2004 rankings for fruit. By refinement of the ORAC assay and new analyses published in 2005-6, other berry fruits, such as açaí,, wolfberry (goji berry) , chokeberry and black raspberry, have superseded blueberries on the antioxidant rankings, attention possibly caused by growing consumer interest in superfruits.

Between 2004–2007, superfruits have been called "the future of health" , "fruits of the future", and "superheroes of functionality" indicating industry enthusiasm for novel product development. More than a dozen industry publications on functional foods and beverages have referred to various exotic or antioxidant species as superfruits (see References). Despite estimates of as many as 8,000 new product introductions in 2006 with possibly 10,000 in 2007, this category remains undefined with no scientific standards or commercial criteria accepted uniformly in the industry. This article establishes a foundation for assessing superfruit candidates and defining this important emergent category for foods and beverages.

Significance
Superfruits are a leading category of common and rare fruits providing raw materials and ingredients for the global industries of functional foods, beverages and nutraceuticals. The larger functional food industry has been estimated to have a 2006 commercial value of US$20 billion just in the United States, whereas specifically the superfoods category is forecast to become a $10 billion global industry by 2011.

Working definition
As a term, superfruit may have two meanings according to interest — one for commercial success, and another for health properties. Below, these together combine for 14 criteria needing some degree of uniform fulfillment to qualify a superfruit.

Definition by commercial success or promise
In his report, 'Superfruit: eight key case studies in marketing healthy fruit,' natural products author, Julian Mellentin, described Pom Wonderful's emerging success story as a superfruit prototype: "Pom Wonderful combines innovative packaging, clever merchandising and delicious taste to deliver a health benefit — but a health benefit that is communicated softly."

"A soft sell may be important but a fruit would not be given superfruit status unless a specific health benefit was established or expected, if not stated explicitly on the package-front itself", said Karl Crawford, food business development leader of a New Zealand-based fruit science company. ""What makes a fruit 'super' is proof, although 'proof' is flexible," Crawford stated. "It can be direct proof from scientific study or 'proof' inferred by common acceptance. Either way, the health benefit must be specific to a particular health concern. Or, if a general benefit, it must be above that already expected from fruit (for example a blueberry with higher levels of health-promoting antioxidants)"."

Crawford stated that pomegranate—until this recent superfruit category received attention in markets of industrialized countries—was unpopular with a reputation for average taste and difficulty for eating. Since 2004, however, pomegranate has made its 'value-added' transformation into a superfruit juice, as Pom Wonderful is a $90 million brand (2005-6) with rising sales.

Similarly, XanGo, a multiple-fruit juice containing mangosteen juice, grew from $40 million in 2002 sales to over $200 million in 2005, with anticipated total sales for 2006-7 of approximately $400 million.

Noni juices, estimated to number more than 300 products worldwide, represent a total industry of some $2 billion in annual sales.

To begin consideration of commercial characteristics that may apply to defining a superfruit are the following 8 criteria related to market success or promise


 * 1) Novelty judged by consumers
 * 2) Appeal to consumers (visual, aromatic, taste, physical, perceived health benefit)
 * 3) Supply by growers, processors and shipping capabilities
 * 4) Production by farmers and manufacturers
 * 5) Convenience of using the raw material
 * 6) Promotion, marketing and distribution
 * 7) Sales year over year
 * 8) Growth potential

With more than 5,000 new product launches in 2005 on berries alone, an annual growth rate in Europe of more than 25% for sales of rare fruits, and at least 500 new exotic fruit products in development, the superfruit category is poised to make significant commercial impact in 2007 and future years.

Definition by potential for health properties
Although a superfruit category has not been defined scientifically, its foundation presumably would involve characteristics of 1) high nutrient density, 2) superior antioxidant quality, 3) potential health benefits and/or 4) ease with which the fruit can be further designed through breeding to contain characteristics demanded by consumers, such as flavor, appearance, fragrance and health benefits.

Evidence for these third and fourth criteria would include intensity of the current research effort and/or preliminary evidence for lowered disease risk in human subjects (“disease impact”).


 * 1) Nutrient density
 * 2) Antioxidant strength
 * 3) Capability to affect other molecules, biomarkers and cell or organ function in a well-designed laboratory experiment
 * 4) Capability for horticultural breeding to modify the fruit's characteristics for improved nutrient and/or phytochemical composition
 * 5) Intensity of current basic medical research and, if applicable, status of existing human clinical trials
 * 6) Potential for disease impact

A preliminary list of health benefits shows that blackcurrants, blueberries, Rubus berries and pomegranates rank highly as potential superfruits.

Candidate superfruits
Summarized from literature in References

Common name, botanical name, main country(ies) of origin supplying the commercial market


 * açaí (Euterpe oleracea), Brazil, Venezuela
 * blueberry (Vaccinium angustifolium and Vaccinium corymbosum), Northern Europe, Canada (Nova Scotia, Quebec, British Columbia), United States (Maine, New Jersey, Michigan), eastern Asia
 * cranberry (Vaccinium macrocarpon), Northern Europe, United States (New Jersey, Wisconsin, Washington)
 * grape (red, Vitis vinifera), Parts of central Asia, Europe (native), United States (California)
 * guarana (Paullinia cupana), Brazil, Venezuela
 * mangosteen (Garcinia mangostana), South Pacific Islands, Malaysia, Thailand, Philippines
 * noni (Morinda citrifolia), South Pacific Islands
 * pomegranate (Punica granatum), Mediterranean Region, United States (California)
 * seabuckthorn (Hippophae rhamnoides), Asia, Europe
 * wolfberry ("goji", Lycium barbarum), China

Common berries, such as strawberries (Fragaria vesca), red raspberries (Rubus idaeus) and blackberries (Rubus ursinus) used for a large number of consumer products, achieve many of the criteria to be superfruits. They are, however, sufficiently known in the public, so do not attract interest as novelty fruits and are not usually included in discussions about superfruits.

Table of qualitative indices for monitoring superfruit development
As the superfruit category is commercially evolving with considerable intensity in 2007 - estimated to become part of a $10 billion superfoods industry by 2011 - it is useful to monitor progress of development for superfruits. Below are four qualitative indices giving benchmarks for scientific information and commercial progress.

^ included due to its growing use as an energy ingredient; n/a, not applicable

^^ estimate based on number of publications in medical literature

Emerging superfruit candidates
Other superfruit candidates emerging with medical research evidence for high nutrient and antioxidant contents having potential health properties or mentioned in 2006-7 industry reports include


 * acerola (Malpighia emarginata, Malpighia glabra, Barbados cherry)
 * bilberry (Vaccinium myrtillus)
 * black raspberry (Rubus occidentalis)
 * black chokeberry (Aronia melanocarpa)
 * blackcurrant (Ribes nigrum)
 * sour (tart) cherry (Prunus cerasus)
 * cupuaçu (Theobroma grandiflorum)
 * durian (Durio kutejensis)
 * elderberry (Sambucus canadensis, Sambucus nigra)
 * red guava (Psidium guajava, many species)
 * kiwifruit (Actinidia deliciosa)
 * lingonberry (Vaccinium vitis-idaea)
 * lychee (Litchi chinensis)
 * muscadine grape (Vitis rotundifolia)
 * papaya (Carica papaya)
 * pomelo (Citrus maxima)
 * saskatoon berry (Amelanchier alnifolia, Nutt)
 * tamarind (Tamarindus indica)
 * wild cherry (Prunus avium)
 * yuzu (Citrus ichangensis x C. reticulata)

Collectively in 2007, however, there is insufficient commercial and/or medical research activity to include these species as superfruits.

Similarly, as discovered in Australia, several fruit species mostly unknown to science and commerce have characteristics that may eventually qualify them for superfruit status.

General

 * Runestad T. Market overview, Functional Ingredients, 2007
 * Facenda VL. Minute Maid, Tropicana, Anheuser-Busch juiced about superfruits, 2007
 * McNally A. Superfoods market set to double by 2011, 2007
 * Bradley K. Super popular food, 2007
 * Gross PM. Superfruits take center stage: Defining an emergent category, 2007
 * Lidsky D. The superfruits are coming, 2006
 * Functional Foods and Nutraceuticals, Amazon superfruits set to boom, 2006
 * Gross PM. Exploring exotic antioxidant superfruits, 2006
 * Halliday J. Superfruits could wrestle gut health beverages from dairy, 2006
 * Douaud C. Pressure group denounces superfruit juices, 2006
 * Changes to novel food laws aim to simplify application process, 2006
 * Fletcher A. EU novel foods consultation nears deadline, 2006
 * Fletcher A. Superfruits set to dominate flavor market, 2006
 * Heller L. Superfruits and grains to set next functional trend?, 2006
 * Demand for exotic fruits set to increase in 2006, report
 * Mellentin J. Marketing wellness: fruit in the food and beverage industry, 2006
 * Mellentin J. Ten key trends in functional foods 2006, New Nutrition Business, The Centre for Food & Health Studies Ltd., London, UK, 2006.
 * Super foods, Natural Products Online, 2005
 * Functional Foods and Nutraceuticals, search for superfruit articles
 * Antioxidants and impact on key health areas Chart

Açaí

 * Starling S. Acai positioned to tap fruitful market, 2007
 * Halliday, J. Danisco backs superfruits with açaí flavour, 2007
 * Gross PM. Açaí – Potent antioxidant superfruit, 2007

Blueberry

 * Mazza G. Compositional and functional properties of saskatoon berry and blueberry. Int. J. Fruit Sci. 2005, 5(3):99-118.
 * Blueberry Health Research, Wild Blueberry Association of North America, 2007
 * Blueberry Research Reports and Studies, Orchard of Health, 2007

Cranberry

 * The Cranberry Institute, Health Research

Goji (wolfberry)

 * Gross PM. Goji - What it is... and isn't, 2007
 * Young, Gary; Ronald Lawrence; and Marc Schreuder (2005). Discovery of the Ultimate Superfood, Orem, Utah, United States: Essential Science Publishing. ISBN 0943685443.
 * Gross, Paul M.; Xiaoping Zhang; and Richard Zhang (2006). Wolfberry: Nature's Bounty of Nutrition & Health, Charleston, South Carolina, United States: BookSurge Publishing. ISBN 1419620487; ISBN 9781419620485.
 * Gross PM. Goji's dozen friends of eye health, 2006

Grape

 * Fruit Institute, Grape Health Studies and Reports, 2005
 * Orchard of Health, Grape Research Reports and Studies, 2007

Guarana

 * Haskell CF, Kennedy DO, Wesnes KA, Milne AL, Scholey AB. A double-blind, placebo-controlled, multi-dose evaluation of the acute behavioural effects of guarana in humans. J Psychopharmacol. Jan;21(1):65-70. Abstract, 2007

Mangosteen

 * Gross PM. Is mangosteen a superfruit? Nutrient and antioxidant properties, 2007
 * MayoClinic.com. Mangosteen juice: can it relieve arthritis pain? October 2007

Noni

 * FSA calls for noni juice approval, 2006
 * McClatchey WC. From Polynesian healers to health food stores: Changing perspectives of Morinda citrifolia (Rubiaceae). Integ. Cancer Ther. 2002;1(2):110-120.
 * The Noni Website, University of Hawaii at Manoa, College of Tropical Agriculture and Human Resources
 * European Commission, Opinion of the Scientific Committee on Food on Tahitian Noni Juice (December 2002)

Pomegranate

 * Gross PM. Pomegranate punicalagins: ancient aril antioxidants, 2007
 * Lansky EP, Newman RA. Punica granatum (pomegranate) and its potential for prevention and treatment of inflammation and cancer. J Ethnopharmacol. Jan 19;109(2):177-206. Abstract, 2007

Seaberry (seabuckthorn or sea-buckthorn)

 * Li TSC, Beveridge THJ. Sea Buckthorn (Hippophae rhamnoides L.): Production and Utilization, National Research Council of Canada Research Press, 2003
 * Dharmananda S. Sea buckthorn, Institute for Traditional Medicine, 2004
 * Zeb A. Anticarcinogenic potential of lipids from Hippophae – evidence from recent literature. Asian Pac J Cancer Prev 7:32-5, 2006
 * International Center for Research and Training on Seabuckthorn