1. Next-Generation Superfruits
Report Details:
Published:September 2012
No. of Pages: 90
Price: Single User License – US$2875
This report examines the emerging market of superfruits within the global food and drinks market,
analyzing data from four metrics: product launches, patent applications, health claim applications,
and clinical trial data. This will enable manufacturers to assess the emerging trends and growth
opportunities within the superfruit food and drinks landscape.
Features and benefits
•Use patent application data to see which superfruits are provoking the most interest in terms of
research and what is being deemed patentable.
•Use product launch data to identify the target areas for existing superfruit-based products.
Understand the product breakdown by category.
•Assess EFSA's opinions and understand what types of claims are being made about which
superfruits.
•Identify three up-and-coming superfruits as “ones to watch” in the future.
Highlights
Blueberry and pomegranate are the most popular superfruits in new food and drink launches. But
novel fruits are gaining ground, with chokeberry, jujube, and seabuckthorn being notable
examples. Over 400 new food and drink products containing seabuckthorn were launched in
2009–12, the majority of which hit shelves in Russia, Germany, and France.
A high proportion of health claims involving superfruits have been specifically about antioxidants,
with over one in 10 claims submitted to EFSA addressing antioxidant properties. Although many
superfruit ingredients have been lauded for their cellular protection properties, only acerola is
associated with an endorsed health claim by EFSA.
According to the Cochrane Library, a significant 63% of clinical trials undertaken on superfruits in
the period 2009 to 2012 were able to establish a cause and effect relationship. This should prompt
further testing in future to establish the positive roles superfruits play in managing certain health
conditions.
Your key questions answered
•What are the more unusual superfruits that have potential to be successfully applied to food and
drinks products?
•What health claims are being made about superfruits and how will these impact food and drinks
players?

2. •What clinical trials are being undertaken on superfruits and how can these be useful to food and
drinks companies?
•What patent applications have recently been filed on these superfruits and what will be the impact
on their FMCG usage?
•How will regulations impact the sale of these superfruits in global markets?
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Major points covered in Table of Contents of this report include
Table of Contents
About the author
Disclaimer
EXECUTIVE SUMMARY
The product launch landscape
The patent landscape
The health claims landscape
The clinical trials landscape
Introduction
What is this report about?
Defining superfruits
Methodology
Report structure
The product launch landscape
Summary
Introduction
Leading superfruit ingredients in NPD
Novel superfruit ingredients in NPD
Chokeberry
Jujube
Seabuckthorn
New product category analysis
Claims analysis in new product launches
Anti-infective
Cardiovascular
Digestive health
Metabolic disorders
Conclusions
The patent landscape
Summary
Introduction
Superfruit patent applications

3. Tier one
Tier two
Tier three
Patents by therapeutic health area
Conclusions
The health claims landscape
Summary
Introduction
EFSA now has stricter controls on functional food claims
Analysis of superfruit health claims from EFSA
Scientific opinion
Leading therapeutic areas of claim submissions
Conclusions
The clinical trials landscape
Summary
Introduction
Existing clinical evidence for superfruits
Most popular therapeutic areas for superfruit clinical trials
Conclusions
Conclusions
Key superfruits
Current market landscape summary
Key targeted therapeutic areas
Superfruits: ones to watch
Mangosteen
Papaya
Seabuckthorn
Conclusions
Appendix
Methodology
Glossary/abbreviations
Bibliography/references
List of Tables
Table: Superfruits covered in this report
Table: Leading superfruits in new food and drinks, by percentage of superfruit launches, 2009–12
Table: Leading superfruits in new food and drinks, by percentage of the 30 superfruits analyzed in
this report, 2009–12
Table: Targeted therapeutic areas by health claims on new product launches (%), 2009–12
Table: Patent applications in 2010 related to tier one superfruits
Table: Acerola related patent applications, 2005–11
Table: Tier three superfruits: No patent applications related to food and drink
Table: Digestive health and metabolic therapeutic areas related to superfruit patent applications

4. Table: EFSA negative opinions for superfruit health claims, 2011
Table: Targeted therapeutic areas by health claims submitted to EFSA, 2009–12
Table: Superfruit status by clinical trials, 2009–12
Table: Targeted health areas of clinical trials, 2009–12
Table: Future opportunities in superfruits as indicated by successful clinical trials, 2009–12
Table: Patent applications for mangosteen, in food and drinks, 2005–12
Table: Health claim applications for mangosteen, 2009–12
Table: Clinical trials involving mangosteen, 2009–10
Table: Patent applications for papaya, 2001–12
Table: Health claim submissions for papaya, 2009–12
Table: Patent applications for seabuckthorn, 2000–12
Table: Health claim submissions to EFSA for seabuckthorn, 2009–12
Table: Clinical trials for seabuckthorn
Table: Alternative names for superfruits
List of Figures
Figure: Total oxygen radical absorbance capacity value, raw fruits
Figure: "High antioxidants" is a leading health claim found on US food products, and has a strong
association with superfruits
Figure: Proportion of US consumers that say that they are familiar with specific superfruits
Figure: Leading countries for superfruit food and drink launches by SKU, 2010–12
Figure: A selection of blueberry-flavored products that have recently been launched
Figure: A selection of pomegranate-flavored products that have recently been launched
Figure: Food and drink launches containing chokeberry, 2009–12
Figure: Chokeberry/aronia-flavored healthy indulgent foods
Figure: Products containing jujube
Figure: Food and drink launches containing jujube, 2009–12
Figure: A selection of seabuckthorn-flavored products
Figure: Food and drink launches containing seabuckthorn, 2009–12
Figure: New product launches by industry and category (%), 2011
Figure: New product launches by industry and category (%), 2011
Figure: Superfruit tea and coffee launches
Figure: Raspberry hazelnut vinaigrette and superfruit berry varieties of Wish Bone salad dressing
Figure: Percentage of consumers who frequently consume products described as the following
Figure: A word cloud showing superfruit patent applications: the bigger the word, the more patents
the superfruit has had
Figure: Tier one superfruits: number of patent applications related to food and drink
Figure: Tier one superfruit patent activity by year, 2005–11
Figure: Tier two superfruits: Number of patent applications related to food and drink
Figure: Tier two superfruit patent activity by year, 2005–11
Figure: Patents by therapeutic area
Figure: Health claims related to superfruits submitted to EFSA, 2009–12
Figure: Classification of superfruits by number of health claims submitted to EFSA, 2009–12

5. Figure: Targeted therapeutic areas by health claim submissions, 2009–12
Figure: Superfruits supported by clinical trials data (%), 2009–12
Figure: Targeted therapeutic areas of clinical trials (%) ,2009–12
Figure: Future of superfruits as indicated by manufacturing, research, health claims, and patents
Figure: The future of the leading superfruits as indicated by health claim, patent and clinical trial
activity
Figure: Superfruits by health claim submissions and clinical data, 2009–12
Figure: Superfruits by patent applications and to clinical trial data
Figure: Superfruits by manufacturer interest and clinical data
Figure: Key targeted therapeutic areas by superfruits
Figure: Mangosteen NPD activity and patent, health claim, and clinical trial submissions
Figure: Top five categories for new mangosteen food and drink launches, 2009–12
Figure: Selection of mangosteen-flavored juice and ice cream
Figure: Leading countries for mangosteen food and drink launches by SKU, 2009–12
Figure: Papaya NPD activity and patent, health claim, and clinical trial submissions
Figure: Leading countries for papaya food and drink launches by SKU, 2009–12
Figure: Top five categories for new papaya food and drink launches, 2009–12
Figure: A selection of juices and fruit products containing papaya
Figure: Seabuckthorn NPD activity and patent, health claim, and clinical trial submissions
Figure: Leading countries for seabuckthorn food and drink launches by SKU, 2009–12
Figure: Top five categories for new seabuckthorn food and drink launches, 2009–12
Figure: Selection of seabuckthorn jams and jellies, including Mondo Berry
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