Global Wheatgrass Product Market – Growth, Trend and Forecast (2018 - 2023)
The global wheatgrass product market is anticipated to record a CAGR of 10.3% from 2017 to 2023, the forecast period. Wheatgrass products include wheatgrass juice, powder, and pills, which are made up of wheatgrass plant. Wheatgrass can be grown indoors without the necessity of farmland and is a staple of specialty food markets. It contains high nutritional components that include powerful enzymes, amino acids, chlorophyll, minerals, and vitamins. Wheatgrass products are also manufactured under certified organic environment right from the sourcing of raw material, and is completely free from any artificial additives/ingredients and trace amounts of chemical fertilizers. There is growing demand fororganic wheatgrass products due to concerns over the use of chemical fertilizers.
Shelf Stable On-the-go RTD wheatgrass Juice Bottles Drives Sale
Currently, wheatgrass products, such as juice, are mostly consumed as a shot/fresh drink, either by complicated processing at home or outside. However, the products are not convenient for consumers as they have unpleasant tastes. Companies are currently innovating products in various flavor profiles, with increased shelf life and in portable packaging. Consumers are also looking for portable packaging for wheatgrass beverages, owing to convenience. Product innovation provides a good opportunity for companies to explore and create various flavors. Cherry and blueberry are the most popular flavors, which attract consumers.
‘Nutriblade launched wheatgrass in a convenient ready-to-drink form, with improved taste’
Wheatgrass product is gaining popularity among consumers, due to its various benefits over health. Health conscious consumers and athletes are the majorconsumers of wheat grass products, either in juice or powder form. Wheat grass contains up to 70% chlorophyll which promotes oxygen in the body. In addition, it contains high antioxidants, is rich in vitamins and minerals, acts as detoxifier as it contains superoxide dismutase (SOD), and comprises of enzymes that help in digestion. Wheatgrass juice/products are gluten free, which is another major factor that boosts its sale. Wheat grass, being rich in chlorophyll, increases hemoglobin production as it has similar structure to hemoglobin. Chlorophyll has the ability to break down poisonous carbon dioxide and release free oxygen. Wheatgrass contains SOD, which converts one of the most dangerous free radicals into a hydrogen peroxide molecule and oxygen meaning more oxygen gets to the cancer . Hydrogen peroxide also has an extra oxygen molecule to kill cancer cells.,. It also has selenium, which is an anti-cancer agent and builds up the body’s immune system. Increased preventive health approach among consumers has increased the demand for wheatgrass products. However, stringent regulatory requirement is restraining the market. USDA has restricted the health claim on wheatgrass products. Similarly, the strict regulation in EU is affecting the wheatgrass product sale. The less strict regulation in developing countries, such as China, India, and Africa, is offering a potential opportunity for the product as health-conscious consumers are growing in these countries.
Wheatgrass Beverage is Growing in Demand
Wheatgrass product market is segmented by product type, application, source type, and distribution channel. By product type, the market includes powder, liquid/juice, and pills/capsules. Wheatgrass is majorly consumed in the form of powder, which occupies the major share in the market, followed by liquid and pills. The complicated process of making wheatgrass juice attracts consumer to buy wheatgrass pills/capsules that is easy to take. Consumers who does not like the taste of wheatgrass juice/powder are more likely to go for pills to avoid the aftertaste.
By source type, the market includes organic and natural wheatgrass products. Natural wheatgrass products occupy a major share in the market. However, the increased demand for certified organic wheatgrass product is expected to drive its sale over the forecast period.
By distribution channel, the market includes supermarket, hypermarket, organic/health stores, online, and others. Supermarket holds the major share in the wheatgrass product market, due to ease of availability of various brand products. Online channel is growing at a fast rate, as there are various small and independent companies manufacturing wheatgrass products that are competing with established brands in the market.
The North American region has the largest share in the global wheatgrass product market, followed by Europe. The United States dominates the market for wheatgrass products, driven by the increased health-conscious consumers and growing demand for organic food products. The untapped market in Asia-Pacific offers a great opportunity for market growth. In addition, the growing functional beverage market in Asia-Pacific is another good platform for companies to launch wheatgrass juice products.Major PLAYERS: NAVITAS ORGANICS™, BONDI WHEATGRASS JUICE COMPANY, GIRMES WHEATGRASS, PINES INTERNATIONAL, NATURYA, AMAZING GRASS, BONDI WHEATGRASS JUICE COMPANY, NOW FOODS, MYPROTEIN, and URBAN HEALTH, amongst others.
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