Between 2011 and 2015 there was a 202% increase globally in the number of new food and drink products launched containing the terms superfood, superfruit or supergrain, finds Mintel.

In 2015 alone, there was a 36% rise in the number of launches featuring these terms. In 2015, the US played host to the most super food and drink launches (30%), followed by Australia (10%), Germany (7%), the UK and Canada (both 6%).

The surge comes as a result of strong consumer demand for highly nutritious products. Today, more than seven in 10 consumers in France (72%), Germany (71%), Italy (73%) and Spain (72%) agree that health promoting benefits of natural foods, for instance fruit and vegetables, are preferable to the added benefits of functional foods.

Stephanie Mattucci, global food science analyst at Mintel, says, "The popularity of super products is clear as food and drink manufacturers globally are tapping into a demand for these nutritionally dense ingredients.

"In particular, the trend towards a wheat-free diet has resulted in a growing number of products containing the supergrains ancient grains. And whilst quinoa and buckwheat have all become household names in recent years, its chia which has seen the biggest rise in usage. Between 2014 and 2015, there was a 70% increase in the percentage of food and drink products launched containing chia, whilst the percentage of food and drink products containing teff rose by 31%. Meanwhile, the percentage of food and drink products containing quinoa rose by 27%.

"Desire for healthier, less refined alternatives to wheat has fueled the rediscovery of ancient grains. Flavourful and nutrient dense ancient grains have begun to change the negative perception of some carbohydrates by leveraging their nutritional profile and rich heritage. Ancient grains offer an alternative to wheat but also come bundled with functional and nutritional components, and provide new flavours and textures. They are a great way for free-from products to talk about health."