Baobab to hit the big time next year, predicts Mintel

The main nutrients include vitamin C, riboflavin, niacin, pectin and citric, malic and succinic acids, while the oil also contains the vitamins A, D and E.

Since the fruit gained novel foods status this year, it can now be used in a range of food products, including cereal bars and smoothies – and the indications are that food makers are very interested.

“Each year, there’s one hot new superfruit and this year, exotic baobab seems to be the one,” said Mintel.

Its confidence is shared by Afriplex, the South African supplier that petitioned for the approval, together with trade association Phytotrade Africa.

In a recent interview with FoodNavigator.com William Smith, marketing manager of Afriplex said: “The response from major food companies has been absolutely phenomenal”.

In additional to the novelty factor, Smith drew attention to the sustainable and fair trade aspects. Boabab is wild harvested, and the benefits of the commerce are channeled to the communities that need it.

Afriplex is also pursuing GRAS (generally recognised as safe) status in the US.

The spotlight is expected to be particularly intense on foods and flavours of Africa in the run up to the 2010 football (soccer) world cup, to be hosted by South Africa.

Funtional Food Industry Sees 27% Increase

Wild Harvest Pharma’s extensive research indicates that the global functional foods market will be worth about €175 billion by 2012 – a 25% jump over 2007 levels of €120bn, according to Euro monitor International data.

In a global health and wellness market, which Euro monitor puts at €450bn, functional foods are the fastest growing sector and second only in value to naturally healthy foods (€155bn), both now and in 2012.

By 2012, better-for-you foods (€140bn) will be the third highest selling category, followed by vitamins and food supplements (€60bn); organic (€24bn); botanicals (€22bn); slimming products (€8bn); food intolerance products (€6bn) and sports nutrition products (€2.4bn).

The UK, together with Germany, has the highest spending functional food consumers in Europe (spending nearly € 175 per person annually). Another important health claim for functional food is anti-oxidation. According to a survey, 73% of the German public would buy enriched foods and drinks with anti-oxidation properties (Anonymous, 2004). In Europe, the concept of smoothies first became popular in UK, where this market was estimated to be 18.7 million liters by volume and £69.4 million retail value in 2003.

World-wide, the total turnover of botanical remedies and dietary supplements increased sharply, especially in the 90s, and almost doubled, from U.S. $12.4 billion in 1994 to U.S. $20.3 billion in 2003.

Super Foods Sales Expected To Double By 2011

The Super Foods and drink market is expected to almost double in the ten year period up to 2011, says a new report as UK consumers continue to seek the health benefits linked to the foods.

The trend towards positive nutrition is well reflected by the recent popularization of Super Foods, especially in the UK and US. Data monitor says the market would have grown from €5,872m ($8,013m) to €7,448m ($10,163m) by 2011. As a result, Super Foods like Baobab are seeing a surge in demand.