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The health and fitness trend impacts wheatgrass products. Because of their emphasis on preventative health and a healthy lifestyle, people are always seeking for nutritious meals and beverages. Many individuals favor wheatgrass drinks, tablets, and vitamins because they are simple to purchase and make nutrient-dense meals part of their daily routine. Wheatgrass is considered healthy, following the trend of helpful and healthy meals. Wheatgrass product sales have increased steadily.
More consumers demand green and plant-based products, affecting the market. As plant-based diets grow, people want alternatives to vitamins and processed foods. Wheatgrass products are natural and untreated, therefore those who prefer natural nutrients appreciate them. Wheatgrass products have expanded outside health food stores due to growing interest in plant-based diets.
The wheatgrass market is also evolving due to new formulae and a greater selection. Wheatgrass-based ready-to-drink beverages, energy bars, and juice mixes are being made to suit diverse consumers' preferences and lifestyles. More individuals desire to include wheatgrass in their meals due to the diversity of products.
But commercial difficulties like taste disparities and knowledge barriers exist. Wheatgrass is popular for its health advantages, however others dislike its pungent flavor. Manufacturers are blending wheatgrass with other tastes or producing better-tasting products to tackle this issue. Some clients may not realize wheatgrass is healthy, creating knowledge barriers. Wheatgrass's health advantages and other benefits must be promoted via education and marketing to increase consumption.
Due to the health and wellness trend, the need for plant-based choices, product variety, taste challenges, knowledge barriers, and sustainability concerns, the wheatgrass industry is continually evolving. Businesses must cope with consumer preferences, customer education, and environmental criteria to flourish in the market. Companies in the wheatgrass products industry must innovate, listen to consumers, and meet people's rising demand for natural, plant-based, and health-promoting meals.
Wheatgrass Products Market Highlights:
Global Wheatgrass Products Market Overview
Wheatgrass Products Market size is estimated to reach a valuation of USD 52.2 Billion by the end of the 2032 at a CAGR rate of 6.3%. Wheatgrass is the freshly sprouted first leaves of wheat plant Triticum aestivum and is considered one of the superfoods with various health benefits associated with it. It is an excellent source of vitamins A, C and E, as well as iron, magnesium, calcium and amino acids. Moreover, it has high level of enzymes that aid in digestion as well as weight loss. Owing to these benefits associated with wheatgrass, the demand for wheatgrass products market is expected to grow among the rising health-conscious population across the globe.
Wheatgrass products available in the market mainly include wheatgrass juice and wheatgrass powder; however, the other wheatgrass products include wheatgrass pills/capsules, and wheatgrass gel, among others. Growing awareness among the consumers for these products will uplift the growth of the market in the coming years. Moreover, growth of organised distribution channel along with inclination of various manufacturers towards e-commerce distribution channel has resulted to an ease in availability of the products in the market which is projected to contribute to the growth of wheatgrass products market during the forecast period.
Market Segmentation
Wheatgrass Products Market has been segmented based on product type, category, distribution channel, and region.
By product type, the global wheatgrass products market has been classified as wheatgrass juice, wheatgrass powder, and others.
On the basis of category, the global market has been divided into organic and conventional.
The global market has also been segregated, on the basis of distribution channel, into store based and non-store based, with the store-based segment sub-divided into supermarkets & hypermarkets, convenience stores, and others.
The global wheatgrass products industry has been studied with regard to four key regions—North America, Europe, Asia-Pacific, and the rest of the world.
The North American market has further been segmented into the US, Canada, and Mexico. The European wheatgrass products market has been classified as the UK, Germany, France, Italy, Spain, and the rest of Europe. The wheatgrass products industry in Asia-Pacific has been divided into China, India, Japan, Australia and New Zealand, and the rest of Asia-Pacific. The wheatgrass products industry in the rest of the world has been segmented into South America, the Middle East, and Africa.
Regional Market Summary
Global Wheatgrass products Market Share (%), by Region, 2017
Source: Secondary Sources and MRFR Analysis
North America is expected to dominate the market for wheatgrass products during the forecast period owing to the increased health-conscious population and their inclination towards functional food & beverages. The US is a major driver for the growth of the wheatgrass products market in North America with increased demand for organic wheatgrass products. Europe is also expected to hold a significant share of the global market with growing demand for wheatgrass supplements among the consumers. Germany and the UK are the major contributors to the growth of the European wheatgrass products market. The market in Asia-Pacific is projected to register the highest CAGR during the forecast period with China and India being the largest country-level markets for wheatgrass products in the region. The rising health conscious population along with increasing awareness for wheatgrass products among the consumers is expected to drive the growth of the market.
Global Market, by Product Type
- Wheatgrass juice
- Wheatgrass powder
- Others
Global Market, by Category
- Organic
- Conventional
Global Market, by Distribution Channel
- Store-based
- Supermarkets & Hypermarkets
- Convenience Stores
- Others
- Non-store based
Global Market, by Region
- North America
- US
- Canada
- Mexico
- Europe
- Germany
- France
- Italy
- Spain
- UK
- Rest of Europe
- Asia-Pacific
- Japan
- China
- India
- Australia and New Zealand
- Rest of Asia-Pacific
- Rest of the World (RoW)
- South America
- Middle East
- Africa
Key Players in the Global Market
- Navitas Organics (US)
- Naturya (England)
- Bondi Wheatgrass Juice Company (Australia)
- Pines International (US)
- Lifestream International Ltd (New Zealand)
- Synergy Natural (Australia)
- Amazing Grass (US)
- Antler Farms (New Zealand)
- Organic India (India)
- Kapiva (India)
Wheatgrass juice bar began marketing Mighty Greens Superfood Blend during the same year (Pines International Inc., n.d.). The combination is marketed as nutrient-rich supplement comprising wheat grass, alfalfa sprouts and barley grass, which helps build immunity levels enhancing good energy among other bodily functions.
During 2021 NAVITAS ORGANICS joined forces with “The Climate Collaborative”, a non-profit organization trying to speed up climate action within natural product industry. This collaboration is aimed at encouraging sustainable practices and also lessening the carbon footprint of the wheat grass product industry.
In Oct 2020, Naturya launched organic functional blends to support your immunity and keep you healthy this winter.
Recent Devlopment
In January 2022, Walmart is set to extend its in-home delivery service in an effort to reach 30 million people in America compared to the present 6 million who have signed up for it.
For example, in 2022 Brattleboro Food Co-op rolled out WOW Wonders of Wheatgrass organic wheat grass shots, which can be bought in the freezer aisle as a six pack. These shots claimed to be certified organic by WOW, and they were launched because people have become more conscious about health and are looking for fortified superfoods. This is only one instance of how companies are increasing their product lines to suit health-conscious consumers.
In December 2021, Pure Barre’s neighbor at Wesleyan Park Plaza, Wheatgrass Juice Bar has, expanded its operations through opening its second outlet. They have introduced a new app that makes it even more convenient and easier for clients to order so as to enhance their customer experience.
In March 2021, JIVO Wellness from New Delhi, India, unveiled a new line of products, including a refreshing summer wheat grass cooler. The company has partnered with major ecommerce platforms and supermarkets so as to ensure wider distribution across the country.
February 2021: Living MaKa launched its first range of easy-to-drink ready-to-go wheatgrass beverages, targeting everyone regardless of location. In July 2022, MaKa teamed up with KeHE plus UNFI, thereby expanding distribution into independent grocers on a regional or national basis.
Intended Audience
- Wheatgrass products producers/processors
- Food & beverage manufacturers
- Personal care products manufacturers
- Raw material suppliers and distributors
- Traders, exporters, and importers
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