Archivo de la etiqueta: FMCG

Superfoods and “superseeds” raise in the food market

I’m quite curious about the Superfood concept. If people are paying £20 for a bag with powder seeds I would like to know “why”. I’ve loved the Wikipedia definition of “Superfood is a marketing term used to describe foods with supposed health benefits”

As one day BIO denomination was controlled by EU legislation, now it’s the turn of the Superfood term. The new legislation has banned the use term superfood unless it is accompanied by a specific authorised health claim that explains to consumers why the product is good for their health.

Some say superfoods can protect against cancer and heart disease, but others say there is no evidence for this.

Anyway if we check ACNielsen data we can understand that it’s a very prosperous business. Blueberries, Spinach, Salmon, Green tea or Soy are some of the “superfood” products that they have doubled the sales in the past year.

But I’m really interested on the benefits of the seeds. Companies such as Linwood are growing thanks to the superfood products.


There is only one way to derive nutrition from seeds and that is to eat them raw because when they are exposed to heat, they produce toxic substances. Following you can find a TOP 10 seeds:


2) HEMP SEEDS: aminoacids and high protein percentage

3) POMEGRANATE SEEDS: antioxidants

4) FLAX SEEDS: suppresse rises in blood levels of lipids after a meal and modulate appetite and reduces cholesterol.

5) PUMPKIN SEEDS: rich in proteins

6) APRICOT SEEDS: contain vitamin B17 that attacks cancer cells

7) SESAME SEEDS:  source of manganese and copper

8) SUNFLOWER SEEDS: contain Vitamin E

9) CUMIN SEEDS: are useful for digestive disorders and even as an antiseptic

10) GRAPE SEEDS: have a great concentration of vitamin E, flavonoids, linoleic acid and  polyphenols

But I will focus in the most trendy and expensive: CHIA SEED

The best of the best, consumption of chia seeds could help reduce joint pain, aid in weight loss, deliver an energy boost and protect against serious ailments such as diabetes and heart disease.

Facts about Chia seeds: 
– 2.5 times more protein than kidney beans
– 3 times the antioxidant strength of blueberries
– 3 times more iron than spinach
– 6 times more calcium than milk
– 7 times more vitamin C than oranges
– 8 times more omega-3 than salmon
– 10 times more fibre than rice
– 15 times more magnesium than broccoli


For sure with these facts in front of me I cannot say I’m not going to try it… Unfortunately it will be difficult to check the miracle results.

However Mr Chia seed… you win! I will include you in my diet


The fights between online grocery stores and convenience stores

Let me start with a few facts and numbers that Kantar Worldpanel supplied to MarketingWeek.

  • 75% of the money spent by households goes on food to be eaten on the same day or by people doing top up shopping
  • 37% goes to top-up shops

The market interpreted these changes and for this reason the big retailers are focusing on the “convenience” store to satisfy the daily needs of the customers. For example Waitrose opened 10 “Little Waitrose” in London in 2013.


But if someone really made a difference it is Amazon in US. The new platform AmazonFresh allows people to get groceries sent to them for free on the same day as they ordered ($35 minimum amount).

Until now the promotions seemed to be the only hook to buy online. The number of promotions is one reason why people are stimulated to spend more on their grocery shopping online: 42% online against 38% in-store. Instead Amazon has shown that “placement” can be more important that “price” in the online market.

However I still love to see the food that I’m buying and finding inspiration walking around the aisles for my menus and feeling grateful to find a big offer with a red label.

To close, I would like to quote Phil Dorsett, Kantar Worldpanel expert solutions director, “going to buy groceries is one thing keeping internet grocery relatively small: people like seeing THE FOOD. Convenience will be a source of growth for retailers for a good while”.