The "superfoods" market has become one of the largest health industries in the world in recent years, with revenues of nearly 188 billion dollars in 2024 alone. Green powders, special mushrooms, algae, and wonder supplements are flooding social networks, promising to improve almost everything: Memory, energy, sleep, stress, the immune system, and even slowing down aging.
But is this a real health revolution or mostly a particularly successful marketing move?
According to many experts, the answer lies somewhere in the middle, with a clear tilt toward marketing.
What is even considered a "superfood"?
Despite the immense popularity of the term, there is actually no official scientific or legal definition for a "superfood".
In most cases, these are foods that contain a high concentration of nutritional components such as fibers, vitamins, minerals, antioxidants, or healthy fats. The problem begins when they are turned into an almost medical magic solution.
The term itself was actually born as a marketing trick by a fruit company at the beginning of the last century to promote banana sales. Today, in the European Union, it is even forbidden to use this term without approved scientific evidence.
Ashwagandha: There is an effect, but no magic
The popular Indian plant is marketed almost as a natural remedy for stress, anxiety, and sleep problems.
Studies have indeed found that ashwagandha can reduce cortisol levels and improve the sensation of stress in certain cases, but these are generally moderate effects, at specific dosages, and for limited periods.
Experts remind that medicinal plants can also affect medications and existing medical conditions, and therefore this is not an "innocent" product that is suitable for everyone.
<br>Spirulina: Healthy, but does not replace a meal
The blue–green alga contains a high amount of protein and antioxidants, and has therefore become a hit among athletes and vegans. However, in practice, most people consume only a few grams of it a day, an amount that cannot truly replace complete protein sources such as eggs, yogurt, fish, or legumes.
Certain studies have found a possible effect on inflammation and blood lipids, but there is still no proof that it is an "immune booster" or a wonder food.
Mankai: The secret is probably not just in the plant
Mankai, a type of tiny duckweed, has become a star in the world of the green Mediterranean diet.
Studies have shown that its consumption as part of a healthy menu was associated with an improvement in blood sugar and lipid metrics, but researchers emphasize that the entire effect cannot be attributed to mankai alone.
Participants in the studies also reduced processed food and red meat, and ate more nuts, green tea, and vegetables.
<br>Lion's mane mushroom: Many promises, little proof
In recent years, the lion's mane mushroom has become a star in the field of brain health, with promises to improve memory, concentration, and protection against cognitive decline.
However, most studies on the subject were performed on animals or in the laboratory. Human studies are still small and limited, and some found no significant improvement at all.
According to experts, the mushroom may have interesting research potential, but the road from a "promising direction" to the health promises seen online is still very long.
<br>So why are we so drawn to it?
According to researchers, the marketing of superfoods acts primarily on emotion and not on logic.
Words like "natural", "exotic", "ancient", or "traditional" automatically create a sense of extraordinary health within us. When you add social media influencers and glittering pictures to this, a perfect marketing formula is achieved.
And what about the studies? One of the most problematic issues is the funding of studies.
Data show that studies funded by the food industry are much more likely to present positive results compared to independent studies.
The meaning is not necessarily the falsification of data, but rather choosing more convenient research questions, specific dosages, or the way results are presented.
The bottom line: There is no magic food
Nutrition experts emphasize that there is no single food that can compensate for an unhealthy menu.
Even an expensive powder or a trendy supplement will not succeed in neutralizing the effect of a diet rich in processed food, lack of physical activity, or insufficient sleep.
Ultimately, the real "superfood" is still the simple and familiar menu: Vegetables, fruits, legumes, whole grains, nuts, olive oil, and food that is as minimally processed as possible.