Demand for beauty and wellness foods is growing in Asia's emerging markets. The region is consuming more and more diet products and foods perceived to slow aging (so called anti-ageing products or super foods). Examples include weight-control coffee and antioxidant-rich fruits like pomegranate, mangosteen, and goji berry. The Asia-Pacific region leads the way in rapid growth of the market for beauty drinks, accounting for 65% of world market volume as well as in terms of product innovation within the category. There is also increasing consumption of "functional" foods that help strengthen the body and maintain wellness. Sales of healthy foods and drinks have grown by around 14% per year in the BRIC countries (Brazil, Russia, India and China) during the past five years and by 10% in ASEAN.