By Priya Suri
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It's hard to pinpoint exactly when the term 'superfruit' was coined or by whom. But we do know that, marketing gimmick or not, the term has become pretty popular over the past three years or so. And demand for these fruits keeps growing.
Newsweek magazine reported that annual sales for Los Angeles-based pomegranate juice producer Pom Wonderful rose from US$12 million (S$16.3 million) in 2003 to US$91million in 2006.
The International Herald Tribune also reported profits for noni juice maker Tahitian Noni. The company sold US$2 billion worth of juice made from the French Polynesian fruit in its first 10 years of business.
Superfruits, in particular, have sparked a worldwide following, bolstered by claims promoting benefits such as anti-ageing, detoxification, energy enhancement and immunity boosts.
As common fruits such as apples and oranges are less likely to excite consumers, superfruits are more likely to be exotic or relatively new to consumers. These include noni, pomegranate and seabuckthorn.
However, there is no definitive list of superfruits and new fruits are regularly put forward, usually backed by persuasive advertising.
Dietitians and nutritionists tend to reject the term superfruits as there is no scientific criteria that would allow consumers to objectively assess the potential health benefits of fruits in the category.
Ms Anna Jacob, nutritionist and dietitian at NutriVentures, said: 'The term superfruits has been coined to bring attention to a few fruits that are being intensely researched for their nutritional benefits.'
So how can we distinguish between good marketing and what is actually good for us?
Can the humble apple give us the same benefits a so-called 'superfruit' like mangosteen can?
Ms Jacob said that fresh fruits in general are good sources of vitamins, minerals and fibre. Most fruits are also naturally fat-free, cholesterol-free and low in sodium.
But there is something else health-conscious individuals around the world are after: antioxidants.
Antioxidants are molecules that fight free radicals, cell-damaging chemicals that are produced during normal human functions such as digestion and breathing.
While the United States Department of Agriculture has found that certain superfruits such as acai and blueberries are rich in antioxidants, people have to be careful about the claims from the different companies that market superfruits. Their findings often differ from one another.
These companies often fund their own research studies to tout the high concentrations of antioxidants in their star ingredient.
People also must remember that superfruits are not the only good source of antioxidants.
Ms Lim Su Lin, chief dietitian at the National University Hospital, said: 'Many other foods also contain antioxidants such as soya, red wine, tea, nuts, seeds, fish, shellfish, eggs, red meat and garlic.
'I would strongly encourage people to eat a variety of fruits in their diet and not just concentrate on one or two fruits. This is because we can obtain different nutrients from different fruits. Some useful nutrients may not even have been discovered by scientists yet.'
The biggest beneficiaries of the growing appetite for superfruits have been the makers of juices. They advertise the goodness of the fruit in a drink that has an appealing taste and saves consumers from the cumbersome act of peeling and cutting.
Some of the most popular juice fads to emerge in recent years have included goji juice from the Himalayas, mangosteen juice from Asia and noni juice from Hawaii.
Unlike the fruit juices you buy at the supermarket or hawker centre, these juices are usually sold at organic food stores or multi-level marketing companies and can be sold for as much as $68 per bottle.
Ms Lim said: 'Juices do not have most of the fibre that's in the real fruit. Unless the juice is freshly squeezed and drunk immediately, a good percentage of the vitamins can oxidise and will not be able to serve their purpose.'
In addition, exotic fruits may not always taste pleasant.
Noni, a lime-green fruit the size of a small potato, can taste like rotten cheese and smell like dirty feet, according to many blogs and websites.
Manufacturers often resort to mixing noni juice with grape and blueberry juices to make it taste better. This means consumers may not be getting 100 per cent superfruit juice.
Makers may also add sugar to juices, which can cause dental decay, said Ms Gladys Wong, chief dietitian at Alexandra Hospital, who cautioned that it is important to read labels on products carefully to ensure you get what you pay for.
Some superfruits have crossed over into the beauty industry, with companies including the essence of superfruits in their skincare, haircare and cosmetic products.
German personal-care brand Nivea has come out with a hair mask containing pomegranate extract and claims that the fruit's antioxidant properties protect hair colour from environmental influences.
So what's next for superfruits?
United Kingdom analyst house Datamonitor has named superfruits as one of the top 10 trends to watch out for this year. It predicts that yumberry (a subtropical fruit native to China, left) will be one of the next emerging superfruits this year.
Despite all the buzz surrounding superfruits, dietitians advise that as with everything else, fruits should be eaten in moderation.
Ms Wong said that calories in the form of fruit sugars can accumulate as excessive fats if not burnt off through exercise.
'Kidney failure patients who need to manage potassium intake should be cautious as eating too much fruit will raise their blood potassium levels dangerously,' said Ms Jacob.
But she said that people shouldn't worry too much about their fruit consumption.
'Just follow the Health Promotion Board guideline of eating two servings of fruit a day. A serving could be a small apple, one wedge of papaya, a quarter cup of dried fruit or one cup of fruit juice,' she said.
"Juices do not have most of the fibre that's in the real fruit. Unless the juice is freshly squeezed and drunk immediately, a good percentage of the vitamins can oxidise and will not be able to serve their purpose."
- Lim Su Lin, chief dietitian at the National University Hospital
This story was first published in Mind Your Body, The Straits Times, on July 9, 2008.
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