Superfoods increasingly popular in Germany, associated with low health risks

27 Nov 2020 --- Superfoods are becoming staple ingredients in German diets, according to a new survey conducted by the German Federal Institute for Risk Assessment (BfR).

Among more than 1,000 German participants aged 14 and over, 70 percent revealed they have already heard of the term “superfood” and 33 percent indicated they consume superfoods at least once a week.

The BfR team was “quite surprised” by the popularity of superfoods, Dr. Mark Lohmann, head of the sociology of risk and risk-benefit appraisal unit in the department of risk communication, tells NutritionInsight. 

Their surprise is in part due to the category’s lacking structure. “It should be noted that the term superfood is a purely marketing term. There is no official definition of what exactly a superfood is and what it must contain,” says Lohmann.

The most generally agreed-upon definition of superfoods so far is plant-based foods that naturally contain high levels of individual micronutrients, enzymes and secondary plant substances, he explains. 

Moreover, not all superfoods are regulated, nor have their health profiles been fully investigated. Motivated by a lacking understanding of superfoods’ health profile and consumer acceptance, the survey’s findings aim to help other risk assessors understand in which direction the superfoods trend is growing. 

Whether foodstuffs will be legally regulated in the future, however, is “solely up to the risk management [authorities],” Lohmann clarifies, which can use the results of the risk assessment as one decision criterion.

Chia seeds and quinoa were three of the most identified and consumed superfoods by German survey respondents.A favorable view
Superfoods have positioned themselves as “part of everyday life” for many people, says Lohmann. The main food items identified as superfoods were chia seeds (70 percent), goji berries (65 percent) and quinoa (57 percent), while avocados were by far the most regularly consumed superfood at 42 percent.

Nearly 40 percent thought superfoods to be “healthy,” followed by being associated with a high content of vitamins (17 percent) and nutrients (6 percent). 

Participants also listed a healthy diet and the superfoods’ pleasant tastes as the main reasons for eating them.

Innova Market Insights shares comparable data, observing how superfood NPD is launching worldwide at accelerating rates.

The market researcher found a 16 percent CAGR for food, drink and supplements launched globally with a superfood claim between 2015 and 2019. The North American and West European regions currently hold the most superfood launches. However, Latin America and East Europe are the fastest growing regions with CAGRs of 84 and 85 percent respectively (2015-2019).

Few risks to health?
Respondents generally did not view superfoods as a risk to their health. Merely 83 participants rated the health risks of superfoods as high or very high and over half of this group (55 percent) could not answer why. 

Others reported “questionable ingredients” (13 percent), allergies and intolerances (7 percent) or “import problems” (7 percent) as potential health risk factors.

Although the study respondents had an overarching favorable view of superfoods, Lohmann highlights product testing hurdles.

Lohmann highlights that domestically produced foods, such as black currants, can provide comparable health benefits to goji berries.Not all available superfood products are tested for health and safety before entering the market, he notes. Some products include extracts or preparations of plant-based superfoods, which may contain potentially harmful substances in concentrated form. 

The BfR flags that lacking standards in extraction procedures or partly insufficient data from studies can therefore make the health risk assessment of these products difficult. 

Superfoods in your backyard
German superfood retail shelves tend to be stocked with ingredients that come from overseas. “However, local foods often provide comparable health benefits,” Lohmann affirms. 

He points out that black currants present an alternative to goji berries given their high content of vitamin C. Likewise, linseed shares similarities with the nutritional profile of chia seeds with its high content of proteins and omega 3 fatty acids.

The notion that superfoods can be found in domestically grown, not just foreignly imported, ingredients did not seem to resonate with most respondents. Nearly half did not register either black urrants or oats as superfoods. 

“Nothing will change the fact that a balanced and varied diet is the best basis for staying healthy,” Lohmann says, summarizing his thoughts on the promotion of superfoods.

“This can be supported by imported superfoods as well as by domestic fruit and vegetable varieties.”

By Anni Schleicher