Market Trends of Wheatgrass Product Industry
Surge in Demand for Superfoods
- The wheatgrass market is expanding, thanks to consumers' increasing spending on healthy food items due to improving economic conditions and rising income. Superfoods are gaining popularity as they provide specific health benefits beyond regular nutrient intake, such as better cholesterol management, heart health, digestive health, and improved eye health and vision. The growing demand for nutritional and fortifying foods and juices is expected to drive market growth.
- According to the British Soft Drinks Association, the combined consumption of sports and energy drinks in the United Kingdom reached 906 million liters in 2021. This figure represents a steady increase in consumption compared to 2019, when 856 million liters of sports and energy drinks were consumed. More players are entering the market by expanding their product portfolios to cater to the growing demand.
- For instance, in 2022, Brattleboro Food Co-op launched WOW Wonders of Wheatgrass organic wheatgrass shots, which are now available in a 6-pack in the freezer aisle. These shots are claimed to be certified organic by WOW, and their launch represents a response to the growing demand for fortified superfoods. This is just one example of how companies are expanding their product lines to meet the needs of health-conscious consumers. These developments and the increasing interest of people in fortified superfoods are expected to support the market's growth during the forecast period.
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North America Holds the Largest Share
- The North American region holds the largest share of the global wheatgrass product market, followed by Europe. The United States dominates the wheatgrass product market due to the increasing number of health-conscious consumers and growing demand for organic food products. Moreover, the rising demand for plant-based functional products among consumers in the United States, Canada, and Mexico is further driving the demand for wheatgrass products in the region.
- Manufacturers are also leveraging the popularity of wheatgrass by combining it with other ingredients like chia, kale, moringa, and spirulina, among others, to add value to the product and attract more consumers in the region.
- The demand for natural energy and nutrition is on the rise, and this trend is attracting more manufacturers to launch clean-labeled, organic wheatgrass products in the region. Additionally, wheatgrass has been found to have antioxidant and anti-inflammatory properties, making it effective for the treatment of various diseases such as diabetes, obesity, blood disorders, gastrointestinal problems, oral cancer, and inflammation. As the prevalence of diseases like obesity continues to rise in the region, the sales of wheatgrass products are expected to increase in response.
- For instance, in 2021, according to the State of Obesity, 41 states in the United States had an adult obesity rate of 30% or higher, with 19 states having a rate higher than or equal to 35%. The existence of such health concerns is creating a growing demand for wheatgrass products in the region, which is expected to continue to rise during the forecast period.
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