Consumers have become more and more concerned about what they eat and the effects of these foods on their health. To communicate health benefits to their customers, producers and marketers make use of various health and nutrition claim. At the same time, numerous food trends have emerged, with every single one of them suggesting a new way of dieting and the promise of a healthy life. Superfoods follow the most recent consumer trend towards health, wellness, novelty as well as exotic flavors. Despite the numerous controversies and debates about superfoods, there is surprisingly little research in peer-reviewed scientific journals about superfoods in general, much less about consumers’ perceptions towards superfoods as well as on possible other reasons (e.g. diets, nutritional patterns) why superfoods have gained these attractions. The study should evaluate which factors and mechanisms influence people’s perceptions or frames of superfoods, in addition to their general behavior.

NB: Type of project: literature research**********

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