Beetroot, which was popularlyknown as 'old people veg,' has now claimed its new status of being the latest and trendy superfood, a must-have for people who are looking to introduce more healthy food into their every day diets.
The latest superfood sparked the launch of an array of new products on supermarket shelves. The humble beet is now appearing in everything from soups and salads to chips and even drinks.
Data from analysts Kantar Worldpanel shows that UK sales of fresh beetroot which were only £30 million a year a decade ago have risen from £42.8m in 2013 to £50.5m this year.
Sales had already increased in specific beetroot suppliers, one of which is G's Fresh, which is a major source in the UK, according to marketing director Anthony Gardiner.
"There's been a lot of university work on the benefits of beetroot over the past six years, and we're expecting more research in the next year, including the positive effects it can have on hypertension and endurance."
He added that beetroot's health benefits have made it a favorite with food writers and convenience products, such as infused beetroot, have boosted its use as an ingredient.
The popularity and demand for the vegetable was helped by food writers and celebrity chefs, such as Yotam Ottolenghi and Deliciously Ella.
Earlier this year, a study at Queen Mary University of London found that regular consumption of beetroot juice significantly reduced high blood pressure.
A research project at Exeter University has claimed that competitive cyclists who drink around 500ml of beetroot juice before riding their bikes were able to ride for 16 percent longer.
Trade magazine The Grocer said: “From ‘old people’ veg to trendy must-have beetroot is making its way into more and more food and drink products as the earthy veg continues to benefit from its status as a healthy ‘superfood’.”
New beetroot products have appeared in juice and soup fixtures, on fresh fish counters and in yogurt aisles.
Tesco, Britain’s biggest supermarket chain, has also introduced a number of new fresh beetroot products as part of its recent salad range review including a diced beetroot deli pot and barbecue beetroot relish.
Traditionally, beets are valued for their support in detoxification and help in purifying blood and liver.
