The popularity of exotic fruits has contributed to increasing fruit and vegetable consumption, but the consequences of so-called superfruits muscling traditional products out of the diet is evident.
According to a new report from Datamonitor average consumption of fruit and veg has risen since the five-a-day campaign began. Parallel to this, however, has been a rise in interest in exotic or ‘super’ fruits that are high in antioxidants, like goji, pomegranate, and acai.
Datamonitor indicated that 18 per cent of customers were more inclined to substitute superfruits for ordinary fruit and veg. The perception is that, by dint of antioxiants alone, superfruits are better than traditional, every day fruits like apples.
But if consumers eat just superfruits, they risk missing out of the important nutrients that are found in other, more mundane produce. In fact, the five-a-day slogan is accompanied by advice to ensure a broad variety of different fruit and vegetables are consumed.
Moreover, consumers could assume that because they have eaten, say, goji berries today, a consumer does not need to eat the other four servings of fruit and veg.
Steve - consumers should treat superfruits as a supplement to their daily fruit and vegetable intake, not in place of.
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