Wheatgrass Product Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The global wheatgrass product market is projected to grow at a CAGR of 11.14% during the forecast period 2022-2027.

The need for non-toxic and water soluble chlorophyll derivatives increased as a result of COVID-19. There were a plethora of recommended measurements for boosting infection resistance and growing awareness on health and fitness resulted in escalated consumption of significant number of organic remedies, such as wheatgrass, to boost their immune. Despite supply chain problems induced by the pandemic, wheatgrass product sales remained good due to omni-channel distribution. For instance, in December 2020, Fast&Up expanded its footprint in India’s plant-based nutrition with the launch of three new products under Terra Series- Joint care, Wheatgrass and Energy superfood.

Over a short term, wheatgrass being a rich source of dietary fiber and micronutrients (vitamins and minerals) is increasingly incorporated as a nutritional enhancement ingredient to develop stand-alone functional food and beverage products. Owing to its anti-oxidation and detoxification traits, pharmaceutical industries are also adopting wheatgrass as an active ingredient in many of their formulations.

The organic wheatgrass products market is witnessing robust growth owing to its nutritional benefits, thereby companies are extending their activities and performance in research to bring new formulations.

Key Market Trends

Surge in Demand for Superfoods

Consumers are spending more on healthy food items as a result of rising family income and improving economic conditions, which is fueling the wheatgrass market expansion. Thereby more players are penetrating into the landscape. For Instance, PlantPills launched Raw, Field-Grown, Freeze-Dried, Kamut® Khorasan Wheatgrass Juice Powder. According to a survey published by coops, Italy, in 2020, 37% of the respondents are not going to change their spending on superfoods, whereas 24% of consumers intended to spend money on this type of nutrition. Thus, manufacurers are creating new wheatgrass portfolios including powder, capsules and pills to cater the growing demand. For Instance, in 2022 Brattleboro Food Co-op. launched WOW Wonders of Wheatgrass Organic Wheatgrass Shots. WOW is available as a 6-pack in Freezer aisle, and are certified organic, raw cold-pressed.

North America Holds the Largest Share

North America 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. Further, demand for plant-based functional products is rising among the consumers in United States, Canada and Mexico. In addition, manufacturers are combining wheatgrass with other ingredients like chia, kale, moringa, spirulina, among others to value add the product. Enhancing demand for natural energy and nutrition is attracting more manufcaturers to launch clean-labeled, organic wheatgrass products in the region.

Competitive Landscape

PINES International, Inc, Nutriblade, and Bondi Wheatgrass, Naturya, Amazing Grass among others are some of the major players operating in the landscape. Companies are focusing on developing new product innovation, based on value-added ingredients, to compete in the market. For Instance, brand like NutriBlade offfers its wheatgrass ready to drink beverage is various flavours including wild blueberry, sweat pear, tart cherry, among others.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

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