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The growing interest in naturally nutritious ingredients has led to the increased consumption of green foods, including green vegetables such as kale, as well as grasses and seaweed. Wheatgrass refers to the young grass of the common wheat plant. The organic wheatgrass products market is witnessing robust growth owing to its nutritional benefits. Wheatgrass juice is widely consumed as a first-morning meal owing to its nutritional benefits. It is believed to have many nutritional properties such as anti-inflammatory, antioxidant, anti-carcinogenic, immunomodulatory, and anti-bacterial. The emerging trend of consuming organic healthy products is responsible for boosting the growth of the market.
In recent years, plant-based functional food and beverages has gained popularity among consumers across the globe. Organic wheatgrass is now extensively utilized in plethora of mainstream food and beverages to impart functional properties. The increasing innovation and product development activities to provide indulgent wheatgrass based functional products are expected to fuel the market growth in foreseeable years. For example, in March 2018, Amazing Grass, a California-based organic whole-foods powdered supplement brand launched a new protein powder, Organic Protein, and Kale containing organic wheatgrass powder. The product is available in three flavors, vanilla, chocolate, and peanut butter.
The demand for herbal products is increasing among consumers on account of the rising popularity of plant-based nutrition. Wheatgrass after its commercialization, which was only available in health food stores and specialty outlets in juice and concentrate format, has now gained traction by becoming a mainstream product in food and beverage market. It is increasingly being used as an ingredient in supplements and in functional food and drinks, often in combination with other natural ingredients with perceived health benefits. The growing demand for organic plant-based functional foods and beverages is primarily driving the growth of the organic wheatgrass products market.
Key Market Driver -
Rising Popularity of Plant-based Nutritious Products
Key Market Restraint -
Challenges Faced in Masking the Unacceptable Organoleptic Properties of Wheatgrass
Botanical extracts generally impart a bitter taste and off-flavors when added in the product. Although formulating with functional ingredients such as wheatgrass addresses consumer demand for customized health and wellness, the purchase is driven by taste and flavor. The challenges faced in overcoming the unpleasant notes of wheatgrass concentrate or juice are acting as a key restraint for the growth of the market. Various technologies such as microencapsulation, polymer coating, and flavor solutions can be applied to mask and modify these unpleasant tastes and produce better tasting final products.
Abe’s Organics, PlantPills, Urban Produce LLC, Amazing Grass, Nutriblade, Indiegogo, Inc., Naturya, Kamut International Ltd., Terrasoul Superfoods, and Pines International, Inc. are the key players operating in the global organic wheatgrass products market.
The global organic wheatgrass market is segmented by product type, distribution channel, and geography. Organic wheatgrass containing beverages are expected to witness potential growth attributed to the rising popularity of functional beverages. The organic wheatgrass-based functional beverages target wide consumer base concerned about healthy lifestyle. The companies are capitalizing on the growing trend of healthy hydration by introducing innovative organic wheatgrass-based nutritious beverages that can be consumed on-the-go. For instance, in July 2016, Nutriblade launched ready-to-drink premium wheatgrass beverage made from powdered wheatgrass and organic fruit juices & other natural ingredients to target athletes and health-conscious consumer base.
Supermarkets and hypermarkets are expected to witness robust sales of organic wheatgrass products owing to the wide variety of products. Specific aisles are allocated for products in such stores that provide various options for customers to choose from. The discounts and offers given launched by supermarkets and hypermarkets are expected to boost the growth of the segment.
North America is expected to witness robust growth owing to the rising popularity of organic green products. The growing awareness of various health benefits of wheatgrass among consumers is driving the growth of the market in the region. Capitalizing on the emerging culture of healthy breakfast in the region, the key players are introducing innovative products. For example, in March 2018, Amazing Grass, a California-based organic whole-foods powdered supplement brand launched an organic smoothie booster containing organic wheatgrass to elevate any smoothie recipe.
Europe is anticipated to exhibit strong growth. The emerging trend of consuming vegan, organic products has led to the increased demand for organic herbal products. The penetration of healthier image of herbal products among consumers is driving the growth of the market in the region. The recent shift of consumer preferences towards plant-based, nutrient-rich products is responsible for boosting the growth of the organic wheatgrass products market in Europe. Asia Pacific is expected to witness substantial growth owing to the rapidly growing nutraceutical industry in the region. The rising demand for herbal dietary supplements is fuelling the growth of the market in the region.
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