Superfoods are Moving into Everyday Consumption

29% of consumers choose products that enhance nutrition or support body functions. Demand is being driven by ingredients that deliver clear benefits.

This shift is stronger among younger consumers:

• 34% of Gen Z and Millennials prioritise function-forward choices

• 26% of Gen X
• 18% of Boomers

Adoption is generational. Younger consumers are driving daily use.

Superfoods now sit at the intersection of function and naturalness. Consumers are looking for ingredients that provide:

• Protein, antioxidants, and fibre
• Perceived natural nutritional value

This aligns with a broader move toward preventive health and ongoing wellbeing, rather than occasional supplementation.

Regional preferences remain distinct and influence product positioning:

• North America: cranberry linked to antioxidant and urinary health
• Latin America: oats as a fibre-rich staple
• Europe: blueberries for antioxidant positioning
• APAC: goji berries tied to traditional wellness

Cultural familiarity continues to shape trust and adoption.

Superfoods are moving away from novelty. What matters is relevance, credibility, and daily use.

At THAIFEX – Anuga Asia, buyers meet suppliers building these ingredient-led, function-driven products.