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 | | PHYSALIS RISES ON ‘SUPERFRUIT’ STAGE | | | Innova Market Insights | | 08/07/2008 | | | While controversy goes on about the use of the term ‘superfruits’ and the confusion that it may cause among consumers, it continues to be widely used on an increasing range of different types of fruit to reflect their high antioxidant content and the associated health benefits. This started with berries of many kinds, particularly cranberries and blueberries, but then spread into less well-known and often more exotic lines, such as pomegranate, mangosteen, acai, noni and goji. With their move more into the mainstream, newer fruits are moving to the fore, as exemplified by the relatively recent rise of physalis.
The physalis family encompasses a number of fruit types, most of which grow wild in Europe, the Americas and Asia and all of which belong to the potato family (Solanaceae). The best known is probably physalis peruviana, also called the cape gooseberry, the ground cherry and the goldenberry. Physalis pruinosa is a dwarf variety, while physalis ixocarpa is widely known in its native Mexico as the tomatillo.
The popularity of physalis as an exotic fresh fruit has been growing for a number of years, as it is highly decorative, particularly when enclosed in its papery husk (calyx) and is a popular constituent of upmarket fruit salads and fruit garnishes. More recently, emphasis has also started to be placed on its antioxidant content and it is starting to be grouped with other so-called superfruits on a health platform.
The Innova Database has monitored these developments over recent years, with information on launches across a range of different countries and in a growing variety of products and formats. As might be expected, dried fruits are a popular option for their use, particularly in combination with other superfruit varieties. In the UK, Kestrel Foods from Northern Ireland has been a leader in this area, launching its Forest Feast range of dried fruit snacks. It has launched a range of exotic dried fruits positioned on a healthy snacks platform, with its Golden Berry Mix, featuring raisins and cranberries with physalis, introduced back in 2006. More recently it has launched its Dried Wonderberries range featuring cranberries, goji, blackcurrants, blueberries and strawberries, as well as physalis. More recently, the UK retailer Sainsbury has also featured physalis in a mixed fruit salad with melon, nectarine and plum, sold in a plastic pot via the chill cabinet.
Germany is also starting to see launches with physalis fruit, but primarily used as an ingredient in products, such as drinks, yoghurts and preserves. These launches have not yet used any sort of health angle, but rather featured the exotic properties of the fruit, often in limited edition lines. In early 2007, for example, Schwartau launched its Extra jam of the year in a Himbeer-Physalis (Raspberry-Physalis) variety, while Weidegluck, best known for its family-sized 1000g pots of yoghurt, launched two limited edition exotic Fruchte der Welt (Fruits of the World) varieties, one of which featured a Physalis & Mango blend. Later in the year, the fruit juice and iced tea specialist Pfanner introduced its Der Gelbe Tee Zitrone-Physalis herbal-style iced tea with lemon and physalis (Zitrone-Physalis).
Examples of applications across the Atlantic in the US have been more limited to date, and still largely confined to the decorative aspects of the fruit. In the frozen desserts market, for example, Trader Joe’s Mango Passion Exotique featured a torte-style cake with a fruit topping that included physalis.
Lu Ann Williams, Head of Research, Innova Market Insights: “Awareness of the physalis fruit in its fresh format, its premium exotic image and its presence across a wide range of countries has helped the market to start to develop and now move into new areas where health is also a focus. This multi-benefit image is likely to help the market develop still further and perhaps also differentiate the fruit in an increasingly crowded market place”.
With so many different types of tropical and exotic fruits, many of which are grown in relatively small quantities, it is difficult to predict where the new success stories in superfruits will come from. What is almost inescapable is that there will be new varieties being put forward as the market develops and competition increases. The ability to supply the quantities needed and market their multiple benefits successfully is going to be key to the future, and we must wait to see how far the physalis is going to rise in the wake of its stellar predecessors. | |
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