The superfood craze has ceased to be a passing fad and has become a expanding segment within the retail and pharmacy channels in Spain, with a direct impact on the European supply chain. Consumers are looking for functional, natural, and traceable options, while authorities and scientists are demanding rigor.
At the same time, ingredients that were niche a few years ago—such as aguaymanto or golden berry—are making their way into the European healthy basket, driven by formats with greater added value and brand strategies that prioritize sustainability and origin. The result is a more sophisticated market, but also one with greater demands on food quality and safety.
The pharmacy channel gains ground in Spain
Pharmacies have become a key showcase for superfood blends with everyday uses —energy, rest, defenses or digestive balance—, offering advice and quality controls. A Spanish brand has achieved a presence in 50 pharmacies Following its recent launch, it has strengthened a national production model with formulation development alongside nutrition professionals and its own processes in the Basque Country.
The industrial approach emphasizes raw materials from different regions (India, Peru, Japan, and Africa), which are then processed in Spain under certified standards. The narrative revolves around 100% natural ingredients, without additives or added sugars, recyclable packaging and sustainability criteria throughout the entire chain.
This movement confirms a trend: superfoods, traditionally associated with specialized stores, They gain ground in spaces with professional supportThe combination of traceability, clear labeling, and pharmaceutical advice responds to a growing demand for practical nutritional solutions, although not exempt from technical and regulatory scrutiny.
Golden berries: from the healthy niche to the European basket
The aguaymanto —known as golden berry or cape gooseberry— consolidates its place as a superfood in Europe thanks to its nutritional profile (vitamins, antioxidants and bioactive compounds) and the versatility of its formats. The market shows a clear drift towards value added: Dehydrated snacks (Crunchy Goldenberries) and their incorporation into granola bars, cereals, and gourmet preparations are driving the category.
In terms of origin, Colombia leads the world export of fresh fruit, followed by South Africa and Kenya as suppliers to the European market - with a special push from the organic segment - while Ecuador participates with smaller volumes and a brand commitment focused on dehydrated products for Germany, Spain, and France. The most competitive companies tend to integrate: they control cultivation, storage, and export, and invest in new varieties (such as Royal Sweet) and adopt protected crops to lengthen the harvest window.
Peru is accelerating its repositioning by combining family farming in high Andean regions with associative farming, collection centers, and certifications. In 2025, its shipments recovered strongly: between January and September, they reached 458 tons and US$ 3,4 million, up 30% in volume and 43% in value compared to the same period last year. The average international price also rose by nearly 10%, to US$7,63/kg, which encourages the shift towards fresh fruit, which is better paid than that dehydrated.
However, there are still obstacles: high logistics costs, climate risks, and demanding trade barriers. The EU imposes strict residue limits (MRLs) and meticulous traceability; in the United States, FSMA regulations raise the bar for food safety. The challenge for producers is twofold: maintaining organic status—which represents around 80% of Peruvian exports— and ensure stable and homogeneous volumes through permanent irrigation, protected crops and logistical agreements.
In terms of market, Europe —with Spain as a relevant place— demands products with identity (Andean origin, fair trade, sustainability) and ingredient formats for healthy gastronomy (freeze-dried powders, concentrates, toppings). Diversification mitigates seasonality and facilitates entry into premium categories without losing sight of regulatory compliance.
Evidence and regulation: how to separate nutrition and marketing
The popularity of superfoods coexists with a clear health message: There are no miracle foods or instant cures. Entities such as the Spanish Association Against Cancer or the American Institute for Cancer Research insist that no food alone prevents cancer; what does reduce the risk is a healthy lifestyle pattern with plant-based diet, exercise and weight control.
The pattern that has the most support in our environment is the Mediterranean diet: various fruits and vegetables, legumes, whole grains, extra virgin olive oil, nuts and oily fish. Conversely, it is advisable to limit ultra-processed foods, excess added sugars and alcohol even in small quantities, due to their relationship with a inflammatory environment and metabolic imbalances.
For the sector, the key is to communicate accurately: highlight verifiable nutritional properties, offer traceability and comply with EU labeling and residue limits. For the consumer, it's important to integrate these products into a varied diet, without attributing benefits to them that aren't supported by evidence.
Antioxidants are gaining popularity in Europe (and how to embrace them)
The demand for superfoods linked to skin care and well-being has grown, with special interest in antioxidant compounds. Ingredients such as berries (anthocyanins), pure cocoa (flavonoids), green tea and matcha (catechins), turmeric (curcumin) or avocado and nuts (vitamin E and healthy fats) fit into that consumption map.
Experts recommend prioritizing real food: natural synergy The abundance of vitamins, minerals, fiber, and other phytonutrients found in whole foods isn't easily replicated with supplements. These can be helpful in specific situations—deficiencies or high sun exposure—but always as a complement to a balanced diet and sustainable habits.
The commercial pull of superfoods continues to rise in Spain and Europe, with pharmacy and mass consumption as drivers, and with emerging ingredients such as cape gooseberry Gaining visibility. The opportunity lies in providing value (quality, origin, formats) without losing focus on evidence, regulation, and nutrition that is consistent with everyday life.
