Blueberries, açai, and other wild fruits—along with avocado, salmon, spinach, leafy greens, and seeds like chia—anchor a growing narrative around everyday nutrition. Jordi Salvador, a project manager, explains that popular foods labeled as superfoods surge in visibility when they boast notable nutritional properties and were once unfamiliar or exotic. In Catalonia, the consulting firm PricewaterhouseCoopers (PWC) produced a study on local food trends two years ago. This Christmas, family menus will increasingly feature these items as standard offerings.
Despite inflation and the challenges many households face, there is a willingness to invest in superfoods, notes Salvador. He remarks that the term is largely a label used for marketing. These foods, present in markets for years but not always recognized by major bodies such as the European Union or the World Health Organization, often originate abroad and only recently became common in daily diets. A science-informed perspective, drawn from CSIC researcher Jara Pérez Jiménez in What do we know about superfoods?, examines the scientific evidence supporting or questioning each product. Her commentary provides nuanced detail about the claims surrounding these foods.
And yet, consumer interest remains strong. On the research side, PWC’s work, conducted for FCAC, the Federation of Agricultural Cooperatives of Catalonia, found vivid examples of shifting consumption patterns. For instance, sales of red berries have doubled in the past two years, underscoring how a trend can translate into real market growth. The Christmas season is often a peak period for raspberry, currant, and strawberry sales, reinforcing the seasonal dimension of this phenomenon.
From banana to açai
Today’s superfoods, spanning bananas, quinoa, and açai, are tied to broader dynamics such as the virality of social networks. Industry insiders note that new food brands have gained traction on platforms like Instagram, reflecting how digital visibility drives product discovery and consumer interest. Trusted personalities and recipe creators help popularize these items, accelerating shifts in eating habits and product choices.
However, not every claim holds up under scrutiny. Rumors persist about specific ingredients. For instance, goji berries are often cited for polyphenol content, while beta-carotene is highlighted as a standout nutrient in related fruits. Yet the actual nutrient delivery depends on portion size and overall diet. Carrots illustrate this balance—eating about 50 grams can contribute meaningfully toward daily vitamin needs, but context matters for overall nutrition.
Price considerations also matter. A kilo of goji berries can be substantially more expensive than the same amount of carrots. This price gap invites a practical view: nutritional value should be weighed against cost, dietary goals, and regional availability. Informed choices emerge when consumers compare perceived benefits with real-world affordability and accessibility.