Market ripe for new 'superfruits'

Consumer attitudes to fresh fruit and vegetable consumption reveal an emerging market for functional and enhanced products that make it easier for people to hit their five-a-day target.

Meeting Fruit and Vegetable Targets, a report from Dublin-based Research & Markets, shows 49 per cent of European and US consumers place a high importance on eating fresh produce as part of a healthy diet. Despite this, it shows many consumer diets are still not meeting recommended intake, creating a strong market opportunity for enhanced products, such as the successful growth of "superfruits".

Research & Markets senior manager Rachel Thompson said: "Encouraging consumers to increase their intake of fruit and vegetables is a worldwide issue. The benefits are becoming more apparent to nutrition-conscious shoppers, who are adjusting their eating habits accordingly. The report identifies the implications for both produce and packaged goods players."

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