130 FRAGRANCES
Superfruits to delight the health-conscious consumer
Anja Reissig - Bell Flavors & Fragrances, EMEA
The desire for a healthy and balanced lifestyle has led to the rising popularity of chia seeds, goji berries and kale in recent years. Today, so-called superfoods are no longer only found in health food stores and on Hollywood star’s plates, but also increasingly often in drugstores. Marketing specialist Anja Reissig from Bell Flavors & Fragrances comments on superfruits and the demand for innovative product concepts when it comes to personal care products.
The significance of superfruits in cosmetics The growing success of natural cosmetics has played a decisive role in pushing superfruits to the top. Many consumers pay very close attention to the ingredients in their toiletries. This development has resulted in natural and organic product growth rates already exceeding those of the conventional personal care market in some regions. And there is no end in sight: stable global growth in the natural cosmetics sector is predicted for the coming years. However, just like in the conventional sector, innovative concepts are in high demand, and superfruits, supervegetables and supergrains are an almost inexhaustible source for these. This potential will make the trend grow even more in the upcoming years.
How the trend emerged Superfruits entered the consumers’ consciousness as a result of the clean eating trend. Not only supermodels understand this to prefer the consumption of whole- food products and to avoid industrially processed foods. Porridge made of oat flakes became a breakfast trend and shortly afterwards the first body care products containing an oat-inspired fragrance or extract appeared on the market. Starting in 2017 superfoods have been increasingly used in body and hair care products. This is where consumers’ increased environmental and health consciousness comes in. And still, again and again, new foods are
PERSONAL CARE EUROPE
berries and blueberries; but pomegranate and avocado are also considered superfruits. Furthermore, we have identified various cereals and other grains as superfoods. Spelt, teff, Khorasan wheat, sorghum and amaranth are ideal for creams, lotions and hair care products. Domestic vegetables have also found their place in the superfood trend. Be it kale, cucumber or carrot: Superfruits are experiencing a boom in connection with the detox trend, which involves eating a lot of uncooked vegetables to increase one’s energy level and allow the skin to shine from within.
declared as superfoods and ensure that the trend continues.
The success of the superfruit concept The trend reflects consumers’ increasing desire for beauty both on the inside and out. In hair care, superfood ingredients and fragrances enhance the functionality of shampoo and conditioner. In skin care, nourishing properties are particularly important. After all, superfruits are full of antioxidants, vitamins, minerals and other substances known to promote health. Keeping the legal framework in mind, manufacturers can use these benefits associated with superfruits for their product marketing.
Definition of superfood There is no conclusive definition for the term superfood. According to the European Food Information Council, superfood is a generic term for those foods considered to have superior health benefits compared to other foods because of their nutrient ingredients. The categories of superfood range from powdery ingredients such as matcha, moringa, baobab or turmeric as well as classic fruits, and especially include berries such as the popular goji berry, acai
New superfood trends In Germany, native wild plants and herbs are experiencing a boom. The huge variety of natural raw materials should be used to promote long-term product innovations. In the search for new ingredients, it is valuable to look in both your back garden as well as distant countries. Popular vegetable- inspired fragrances and extracts in our collection include cucumber & borage, corn & coriander, and sweet potato & rosemary. Furthermore, the aromatic, pleasant fragrance of sage, for example, is not only suitable for the medicine chest. When it comes to personal care, this plant with its silvery shimmering leaves plays an increasingly important role due to its alleged anti-ageing effect on cells. Antioxidants, calcium and vitamin A are supposed to make the skin look young and fresh for longer and cell formation and hair growth are also supposed to be stimulated by these invaluable ingredients.
Fragrances of the less known superfruits The diversity of tropical species guarantees that new superfruits are regularly discovered. We recently added a fragrance complimenting the Asian superfruit mangosteen to our portfolio. The fruity, aromatic fragrance with nuances of fig, rose and apricot in the heart note underlines the rich character of the violet fruit with white
April 2019
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