'Superfood' sales soaring'Healthy' products are enjoying a popularity boom

09 June 2007

Sales of ‘superfoods’ are soaring due to their potential health benefits, research out today shows.

Broccoli, spinach and salmon are among the products enjoying a popularity boom, according to market analyst Nielsen.

Blueberries have enjoyed the biggest sales surge of all the superfoods – up 132% in the past 2 years.

In the year to last month, Britons spent around £95 million on the berries.

Health benefits

The ‘dramatic’ upturn in superfood sales is partly due to the backing of major retailers and greater awareness of their health benefits, according to Nielsen's business insight director Jonathan Banks.

‘Blueberries contain antioxidants which help with circulation, keeping the heart healthy and maintaining youthful-looking skin. These are all important to today's health and youth-conscious consumer,’ he said.

Spinach sales hit £42 million in the past year – up from £32 million in the year to May 2005.

Salmon increased 31% over the same 2-year period to a £450 million spend in the past year.

Green tea

Other superfoods which have seen sales rise include shelled walnuts – up 30% in the last 2 years – and fresh beans, which rose 13% over the same period.

Green tea sales rose by 45% to more than £16 million in the past 2 years.

Soy is another ‘star grower’, with annual sales of non-dairy soy drinks rising 50% since May 2005 to over £70 million.

Nielsen's sales data is taken from its Scantrack service, which monitors checkout scanners at supermarkets and convenience stores in more than 74,000 outlets nationwide.

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