Christmas gift baskets no longer only have wines and chocolates, they now also include organic jams, almond butter, guayusa infusion, dehydrated fruit snacks and even vegan protein bars. The offer of Superfood or healthy food little by little is transformed to open new spaces on hangers and export containers.
The innovation comes from Superfood Ecuador, one of the pioneer stores that has been specializing in this market for 3 years to serve an audience that, due to health issues, tends more and more to consume this type of food. A demand that over time has led many enterprises to formalize, diversify and, in some cases, even industrialize this offer.
Gissella Greene, co-founder of the firm, says that in her case, the sale that was previously only limited to bulk products such as quinoa, chia or nuts, today is complemented by nearly 1,800 items that have been rotated by their hangers, and that it acquires from 500 suppliers. “Including semi-finished products that do not contain preservatives or chemicals such as vegetable milks, gluten-free premixes, coconut oil, and avocado products”.
An offer that is not only in specialized stores. Chains like Supermaxi also bet on this trend. Rubén Salazar, Corporate Manager of Favorita, mentions that including certain fruits and vegetables that enter this segment, this type of offer has increased by 300% in the last 5 years. The best? That much of what is sold is of national origin.
On the perch where quinuas are, for example, about 7 brands fight that market. It is not just about selling in bulk, but about products that are already industrialized with added value. Thus, this protein is sold under different combinations that include mushrooms, tomatoes, basil. If what you are looking for is a dessert, this one also comes in other presentations that include coconut, apple, raisins and cinnamon.
It is estimated that in the world, the organic market moves 81,000 million dollars. In the country it is still difficult to determine what is their contribution in the economy, but from Proecuador it is said that it is a growing offer that is also conquering international markets.
The export for this type of products generated $ 26 million in 2017, which meant 11.5% compared to 2016. This year, the performance of this sector exceeded expectations. Up to August, $ 25.9 million were originated, 107% more than the same period last year. This does not include processed products.
Trends in the offer
Increasingly, seed oils, powdered tubers, infusions and dehydrated fruits are being demanded. Some used to hydrolyze mixtures in ingredients in smoothies.
Another trend is its medicinal use, as is the case of flaxseed with noni, demanded in countries of the northern hemisphere.
USA, Spain, Germany, Saudi Arabia and Syria lead the world purchase of this type of products. (I)