They are imported, exotic, nutritious and super expensive. Yes, super foods capture our imagination.  Widely promoted by social media influencers, super food trends can be a pain as they compel the wannabe and aspiring classes to conform. The social pressure to follow trends is immense as nobody wants to be left out.

Have you noticed how when a super food trend starts,  all the celebs and elite of the society begin to vouch for the nutritional benefits of something that was unheard of in the medical circles or the nutritionists’ forums up till then. Celebrities are heavily into social media with a large following who ready to lap up whatever they dish out. As influencers they are able to give enough traction to the product they are promoting. Truth behind this is the marketing strategy used by large companies to promote their products.

The term superfoods itself began its life as a marketing ploy by an American company to promote its export of bananas. The ploy paid rich dividends, gave back super sales and companies were quick to repeat the strategy setting off this ‘trend’ of superfoods. 

Notice one more thing. Most of the super foods are imported items. Quinoa, kale, chia seeds, olive oil… we have seen them all. There is a superfood for hair, brain, weight loss and what not. Nobody wants to be caught dead eating the ‘desi’ alternative and be ostracized from the social circles they move in.

The super-rich often follow superfood trends due to a combination of factors, including the perception of these foods as offering superior health benefits, the ability to afford them and the influence of marketing and social trends. 

Superfoods are often marketed as having high levels of vitamins, minerals, and antioxidants, which are believed to promote health and prevent disease. 

The super-rich have the financial means to purchase these often expensive foods, which can be a barrier for others. 

The food industry actively promotes superfoods through catchy headlines, infomercials, and social media, creating a perception of their necessity. 

Many people, including the wealthy, view food as a tool for preventing health problems and promoting wellness, which fuels the demand for superfoods. 

Following trends and consuming "premium" or "exclusive" items can be a way for the wealthy to signal their status and influence. 

Lack of Scientific Consensus:

While some superfoods offer real nutritional benefits, the term "superfood" is no more than marketing jargon and lacks a strict scientific definition, leading to a degree of hype. 

Social media and popular influencers play a significant role in promoting these trends, further amplifying their appeal to the wealthy. 

The global superfoods market was valued at approximately $182.15 billion in 2023 and is projected to reach around $355.12 billion by 2032, exhibiting a Compound Annual Growth Rate (CAGR) of 7.7% during the forecast period (2025-2032). This means superfoods are here to stay and those who are willing to follow the fads will continue to feed the market.