Home » Blog » Health Article » Known as “unpalatable”, why does the “superfood” kale gain popularity?

Known as “unpalatable”, why does the “superfood” kale gain popularity?

The term “superfoods” lacks a standardized definition but generally refers to foods rich in nutritional substances with a high nutrient density (the ratio of a specific nutrient’s content to its energy). These foods often exhibit functional properties.

The concept of superfoods originated in the West and has gained considerable popularity. Now, let’s explore the ever-growing superfood market.

1. Continuously Growing Superfood Market

According to research by Mordor Intelligence, the global superfood market’s value reached $152.71 billion in 2021, projected to reach $214.95 billion by 2027, with a compound annual growth rate (CAGR) of 9.2%. North America boasts the largest market size, while the Asia-Pacific region shows the fastest growth in recent years.

Data from China Research Network indicates that global superfood production reached 17.13 million tons in 2022, with an output of 12.57 million tons and a utilization rate of 73.4%. In the past year, superfood powders, such as kale and cranberry, generated sales of ¥32.6 million on the Douyin platform.

As per CBNData’s “Insights into China’s Health Trends 2023” report, consumers are increasingly focusing on the nutritional value and safety of food. Superfoods, providing abundant nutrients and low calories, have seen a 100% growth in discussions on platforms like Xiaohongshu (Little Red Book).

2. Unusual Favor for Kale: Taste and Nutrition

When searching for superfoods, commonly mentioned ones include camu berries, acai berries, beets, cocoa, and kale. Interestingly, kale is often associated with posts like “How to make kale taste good” and “Tastier than avocados,” reflecting its challenging taste profile, described by some as akin to chewing on a green belt.

So, why does kale, with its acquired taste, enjoy such popularity?

Kale, a cruciferous vegetable, was historically regarded as an ornamental plant until the early 20th century when its nutritional value gained recognition. Despite its “challenging” taste, kale is recommended by fitness enthusiasts, models, and various influencers, thanks to its high nutritional density.

Kale boasts high levels of dietary fiber, vitamins (A, C, K), and minerals (calcium, phosphorus, potassium). Additionally, it contains sulfur glycosides, phenolic compounds, and significant amounts of lutein, offering antioxidant, lipid-improving, and cardiovascular protection benefits.

3. Ordinary Taste, Extraordinary Status

a. Sidekick in High-End Light Cuisine

Light cuisine, characterized by being “moderate, balanced, and simple,” aligns with concepts like low fat, low calorie, low sugar, high fiber, and high satiety. In this category, kale often serves as a common side dish, featured in various dishes at establishments like Wagas.

b. Rising Star in Healthy Snack Ingredients

Innovative products, such as snacks incorporating kale, barley grass powder, and apple powder, are emerging. With over 50% whole wheat flour and 8% kale powder, these snacks contain 12.4g of dietary fiber per 100g, contributing to satiety. Emphasizing maltitol over sucrose and boasting 0 trans fat, these snacks provide a healthy, meal-replacement option, leveraging kale’s superfood status.

c. Key Player in Superfood Powders

Superfood powders, derived from kale and other superfoods, have become popular among the youth due to their convenience and high nutritional density. So Acai, a health food brand, introduced freeze-dried kale powder, aiming to preserve the ingredients’ color, taste, and nutrition maximally. This product avoids nutrient dilution and noticeable starch sweetness issues associated with spray-drying. The freeze-drying technique also mitigates impurities in color and odor, as well as the loss of heat-sensitive vitamins during grinding.

In conclusion, despite kale’s challenging taste, its nutritional value, versatility, and adaptability in various culinary applications have elevated its status to a sought-after superfood in the realms of health, cuisine, and dietary trends.

Scroll to Top