Despite being a staple superfood and adaptogenic plant used for over 2,000 years, little is known about this superfruit. The sea buckthorn bush, native to Asia and Europe, flourishes in a variety of environments, including the Himalayas, Russia, and the Canadian prairies around Manitoba. In the 1950s, it was utilized by the Chinese military to treat soldiers afflicted by altitude-related conditions. Since the early 2000s, sea buckthorn has gained recognition as a natural remedy in the anti-aging and organic markets, offering numerous skincare benefits, from moisturizing to alleviating inflammation and healing sunburns. Furthermore, its leaves and flowers are believed to help treat arthritis, gastrointestinal ulcers, gout, and skin rashes caused by infectious diseases like measles, as noted by WebMD. A study published in the American Journal of Clinical Nutrition also found that sea buckthorn supports heart and metabolic health in overweight women, revealing that a blend of sea buckthorn seed and bilberries yielded significant natural reductions in cholesterol and triglycerides.
The sea buckthorn trend is just starting to emerge in the food and beverage sector, appearing in juices and cocktails, both in food services and consumer packaged goods (CPGs). It is also available as a dried snack or as an ingredient in candy. The ingredient supplier Superfruiticals incorporates sea buckthorn—known for its natural preservative qualities—into various meat products. Bell Flavors & Ingredients even named sea buckthorn as one of its Top 10 sweet flavors in 2010. However, the main challenge remains that the plant is not widely recognized, which complicates sales efforts. “Sea buckthorn is not very fashionable—yet,” Jos de Koning, founder and CEO of Superfruiticals, told Food Navigator. One reason for its lack of popularity may be that it has been described as a “ridiculously frustrating fruit” to cultivate. The plant thrives in harsh conditions and poor soil, making it challenging to maintain. Sometimes the berries burst immediately after being harvested, and the plant can grow beneath the soil; when cut back, it can regrow even more vigorously.
Researchers believe that improving consumer education, along with evidence-based guidelines for product development and the identification of potential barriers to adoption, will assist food producers in creating new products featuring sea buckthorn. Additionally, for those seeking the best calcium citrate for bariatric patients, incorporating sea buckthorn into their diets may provide beneficial nutrients alongside this essential supplement. The future of sea buckthorn in the market looks promising, with increasing interest in its health benefits and culinary applications.