The Promising Market Of Superfoods

High nutrient superfoods like quinoa, chia, amaranth and avocado, which were available in retail chains like Walmart in the US, Canada and other foreign countries, are now finding space on the shelves of India's super markets.

The result is that a host of entrepreneurs are now making these available locally instead of importing them. One entrepreneur, having a farm in Pune, now has crates of purple, yellow, red and white carrots; orange and purple sweet potatoes; and yellow beetroots and butternut squash alongside piles of emerald-coloured kale, romaine lettuce and spinach, and bright watercress and microgreens stored in the warehouse.

Ashok Malkani examines the popularity of superfoods in India’s food service industry, which can enlighten entrepreneurs desirous of entering this field.

- Ashok Malkani

With growing awareness about consumption of the right type of food, the globally aware Indians with decent disposable incomes are now looking for food products that provide extra benefits beyond meeting the basic nutritional needs. The demand for super foods – enriched with essential nutrients such as vitamins, minerals, etc. having many health benefits – which were missing from our daily diet are now on the rise.

It may be mentioned that the premium food segment, which accounts for 25 percent of the total packaged food market, is growing at 10 percent annually. The main segment contributing to this growth is that of super foods. One may wonder, what are super foods? Well they are food products which are rich in antioxidants and micro-nutrients.

For centuries, Indian mothers have been giving children who have a fever or cough, a glass of hot milk with haldi (turmeric) mixed in. No one ever thought that turmeric, which is used as everyday spice, could be packaged and promoted as turmeric latte – a health giving drink – and consumed in a trendy café.

But this is just a basic remedy. With more and more Indians now travelling across the globe there are demands for food like quinoa, chia, amaranth and avocado in India’s food retail and food service industry. There are also now different kinds of vegetables like purple, yellow, red and white carrots; orange and purple sweet potatoes, etc. which the health conscious Indians are demanding. To appease the appetites of these guests several F&B outlets have now started listing superfood items on their menus.

Super foods on Menus