Manufacturers are increasingly looking toward the unique health properties and appealing flavor of passion fruit. The use of passion fruit in tracked global new product launches has risen by 32 percent from 2008 to 2011, according to new Innova Market Insights data.
Tracked product launches containing passion fruit grew by over 45 percent from 2009 to 2011 in Eastern Europe. In Western Europe, reported growth was a more modest, but still significant 7.5 percent. For 2011, over 50 percent of global new product launches were in the soft drinks category, ahead of confectionery (16 percent), dairy (14 percent) and desserts and ice cream (6 percent).
Of the new global tracked products containing passion fruit, over 6 percent featured a “digestive health” positioning. The natural digestive properties of passion fruit are a natural fit for this kind of product; 100g fruit pulp contains 10.4g or 27 percent of the recommended daily intake for dietary fiber. One such recent product launch is Danone’s Actimel Powerfruit Yogurt Drink with Peach and Passion Fruit Flavor (Denmark).
Passion fruit is a good source of vitamin C, vitamin A, minerals and flavonoid antioxidants such as beta-carotene. The second most popular health positioning for products containing passion fruit in 2011 is “vitamin and mineral fortified.” The new passion fruit flavored Passiflora Nana Nectar is claimed to contain 100 percent of consumers’ RDA of vitamin C.