Once seen as a niche product, superfoods have raced towards the mainstream during the Covid-19 pandemic.
49% of consumers globally are looking to improve their health by choosing natural foods with inherent nutrition. Equally, consumers increasingly opt for positive nutrition rather than simply excluding undesirable elements. Innova surveys in 2022 revealed that 1 in 3 consumers changed their nutrition to improve physical health, while 1 in 4 made these changes to boost their mental health. When looking at botanical ingredients and their functions, consumers believe most in their ability to detoxify, cleanse and improve digestive health. There is also a major interest in botanical ingredients that function as an immunity boosters.
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