Superfood Powders Market Size, Share & Trends Analysis Report By Product (Organic, Conventional), By Distribution Channel (Offline, Online), By Region, And Segment Forecasts, 2022 - 2030

Report Overview

The global superfood powders market size was valued at USD 6.14 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 7.2% from 2022 to 2030. The rising awareness regarding incorporating a healthy lifestyle among consumers has been driving the demand for superfood powders over the world. Superfood powders are derived from nutrient-rich superfoods by drying and grinding them into a fine powder, which can be mixed into food and beverages for regular intake. Superfoods have gained traction among health-conscious consumers owing to their numerous benefits. Some of their key benefits are immunity boost, detoxification of the body, and stress reduction.

COVID-19 has led to a large number of people focusing on their health. While several sectors suffered from a lack of demand, the pandemic resulted in an unprecedented boom in the food and beverage industry. Moreover, the subsequent increase in consumer interest in health and wellness products has further given an impetus to the superfoods industry. Many brands and companies in the food industry have been expanding to new product lines such as superfoods in order to gain maximum market share.

Superfood powders are made from nutrient-dense and antioxidant-rich vegetables and fruits. These products aim to support overall health and immunity. For instance, the detoxifying property of moringa has increased its application in food and beverages, such as green smoothies, teas, and salads, over the past few years. Along with nutritional content, consumers prefer these products as they are considered to be ‘natural’ foods. These products have a minimum impact on the environment, which satisfies consumers’ ethical concerns.

With the increasing prevalence of diet‐related diseases such as obesity and diabetes, consumers are opting for healthy diets, which include functional foods with various benefits. Therefore, ‘superfood’ products are increasingly gaining popularity across the globe, especially in the U.S., Canada, Germany, and France. Furthermore, new product launches in the superfood powders segment are likely to bode well with the future market growth.

The application of these products has grown in food and beverages. The use of chia seeds, pumpkin seeds, and sunflower seeds has grown significantly in beverages over the last few years. Many superfood brands have been incorporating such superfood ingredients in blended powdered form to capture a majority of the market share. As of now, consumers are giving up inflammation-producing, highly-processed foods for products that boost gut and brain health, among other benefits. Consumers are also favoring foods that are eco-friendly and socially responsible. In response, several manufacturers are testing alternative crops and aligning with suppliers that offer clean-label or organic goods.

Product Insights

The conventional superfood products segment accounted for the largest revenue share of more than 55.0% in 2021. The launch of products labeled as “superfruit” or “superfood” has fueled product demand. The rising adoption of a healthy diet has been boosting the demand for these nutrient-dense and flavorful products. Additionally, the increasing number of raw material suppliers for conventional superfoods in the markets such as the U.S. and the U.K. is likely to supplement the overall growth.

Several superfood brands and companies in North America and Europe are selling superfood powders owing to the growing demand from consumers for innovative and healthy on-the-go products. For instance, in March 2019, Brandless expanded into the health and wellness product category by launching 15 different products, including superfood powders in flavors such as organic matcha green tea powder and a seven-day herbal cleanse superfood powder kit for the gut.

The organic superfood powders segment is expected to register the fastest CAGR of 8.1% from 2022 to 2030. Organic foods have been gaining traction among consumers as people are becoming aware of the associated benefits and long-term impact on their health. Many superfood brands have been targeting consumers by labeling their products as “organic” and made with “natural ingredients”.

Increasing spending on the launches of organic products has been promoting awareness among consumers. For instance, in January 2020, Z Natural Foods launched its Ultimate 25 Superfood Fusion. This product contains a blend of 25 organic superfoods, including fruits, raw berries, mushrooms, roots, and greens. It is a rich source of antioxidants, vitamins, amino acids, minerals, and healthy phytochemicals.

Distribution Channel Insights

The offline segment accounted for the largest revenue share of more than 70.0% in 2021. These stores are widespread and well-established distribution channels for the market. Moreover, the wide availability of both premium and private label brands at these stores attract consumers to purchase products through these channels.

Major players in the industry are collaborating with top offline retailers such as Target and Walmart for maximum customer penetration. For instance, in January 2022, Sunwink, a plant-powered wellness company, announced its retail expansion by launching a new product line of superfood powders at Target stores across the U.S.

The pandemic has resulted in the online distribution channel becoming one of the most important distribution channels for manufacturers, distributors, retailers, and customers. For instance, in January 2022, Nutrisure, the nutrition experts behind leading superfoods brand Naturya, launched SuperAge, the U.K.’s first dedicated superfoods brand for consumers above 50 years. New market entrants are opting for online distribution channels to ensure wide product availability, increase brand/product awareness, and attract new customers internationally.

Regional Insights

North America held the largest revenue share of over 40.0% in 2021. In recent years, there has been soaring interest in superfood powders among America consumers. Increased product penetration of these superfood powders in the beverage industry in the region is likely to favor market growth. With increased life expectancy and changing eating habits, functional foods and superfoods have become prevalent terms for food with healthy components, fortified products, and enriched products. These products are thus chosen by North America consumers for their potential health benefits. Superfood powders are most often mixed into water, smoothies, or juices. The consumption of the product as a potential dietary supplement has become a popular way to help consumers reach their daily recommended intake of vitamins and minerals.

The Asia Pacific is expected to be the fastest-growing region during the forecast period. There has been a rising demand from Asia consumers for high-quality and unique products to address their individual health needs. Consumers in the region are gradually becoming aware of superfood powders that claim to strengthen the immune system and improve digestion, cognitive functions, and energy levels.

Key Companies & Market Share Insights

The global market is expected to remain one of the lucrative investment zones for the manufacturers on account of the increasing demand for healthy and nutritious beverages among millennials. Over the past few years, product launches have been a crucial business strategy to expand the consumer base. Some prominent players in the global superfood powders market include:

• Sunfood

• Glanbia PLC

• Terrasoul Superfoods

• Navitas Organics

• Orgain

• Suncore Foods Inc.

• Nature’s Superfoods

• Country Farms

• Your Super

• Naturya

Superfood Powders Market Report Scope

Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2017 to 2030. For the purpose of this study, Grand View Research has segmented the global superfood powders market report based on product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2017 - 2030)

  • Conventional

  • Organic

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)

  • Online

  • Offline

• Regional Outlook (Revenue, USD Million, 2017 - 2030)

  • North America

    • U.S.

  • Europe

    • Germany

    • U.K.

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

    • Argentina

    • Chile

    • Peru

    • Colombia

  • Middle East & Africa

    • South Africa