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Superfoods are primarily plant-based foods which are highly nutritious and have a great deal of health benefits. The label “superfood” is more of a broad term used for marketing purposes than a food group. Their popularity has grown in recent years and will continue to do so as people increasingly demand natural ingredients and whole foods. In fact, the superfoods market is projected to expand by 5.1% CAGR between 2016 and 2024.
As consumers become more aware of the harmfulness of artificial ingredients, they are more motivated than ever to make sure they know what they’re consuming. The Asia-Pacific market is especially sensitive to this concern. In fact, almost 80% of people there worry about long-term effects of artificial ingredients and 70% know every ingredient in their food.
Superfoods are becoming embedded in American health and values. Consumers have an appreciation for the links to nutrition, medicinal value, natural properties, exotic geographical origins and traditional and indigenous use. The United States Food and Drug Administration gave superfoods some credibility by verifying that omega-3 fatty acids are associated with a decrease in coronary heart disease. The American Heart Association recommends omega-3’s to reduce the risk of this illness. Chia seeds, which are the plant source of these fatty acids are popular in America and are often thrown in smoothies or açai bowls.
Here are some examples of popular superfoods in 2019:
The top targeting segments across categories can inform audience personas through insight discovery in interests, intents and behaviors. What are we finding in the superfoods industry?
Arts and music topped all other segments in hobbies and activities with a 97% match. The rest of the results showed that music alone, food, shopping, rock music, design, family, comedy movies, TV reality shows and video games performed best in their categories.
The top five segments for the superfoods audience are shown below:
What can we learn about the age and gender distribution of superfoods consumers? Demographically, about 30% are aged 25-34 and about 19% are 35-44 years old. Importantly, the superfoods audience skews female with 68.4% women.
It will be important for marketers to target millennials as they are leading the charge in health and wellness and many of the other trends we mentioned above.
As we saw in the trends section, superfoods lovers are health-conscious and want to know what they are putting in their bodies. Let’s list some other consumer insights to see what else these consumers value.
From targeting insights, we’ve gathered that they are interested in entertainment, hobbies and activities, business and industry, and shopping and fashion, and sports and outdoors.
You may be wondering where all of these data insights are coming from: the answer is Trapica’s benchmark reports. Trapica is a B2B company that uses artificial intelligence to provide marketing solutions for companies seeking to optimize their campaigns. It works with businesses across a variety of verticals such as e-commerce beauty and apparel brands, education, content publishers and more. The platform offers tools including competitor ad library, automation, insights and benchmark reports like this one.
The data in the benchmark report tool is sourced from Facebook and organized by Trapica. It takes a niche industry and displays data visualizations to help businesses understand their audiences. With this product you can go through a quick overview, audience discovery, geographic and demographic reports. Following these four main categories the tool will unpack segments in the entertainment, hobbies and activities, food and drink categories and miscellaneous items at the bottom.
If you are looking for key insights into your audience, Trapica’s new tool can help you with segmentation and other marketing tactics. Click here to access Quollo's Superfoods Industry Benchmark Market Research Report, and don’t forget to check back for more articles on other industry reports in the future!
