Wheatgrass can be defined as the food that is prepared from a particular type of wheat plant known as “Triticum aestivum”. It is made in both the forms; be it in a dried powder or juicy form. A wide variety of amino acids, nutrients, minerals, vitamins, chlorophyll, and enzymes are present in wheatgrass that are said to be vital for the human health.
The anti-oxidant and anti-inflammatory properties of the wheatgrass products differentiate them from the other products as they are useful for curing many such health disorders including respiratory tract problems, diabetes, cancer, arthritis, etc. Besides, they cleanse colon, purify blood, and detoxificate the liver. As far as the food and beverage industry is concerned, these products have successfully emerged as a health ingredient.
It has been observed that consumers have started spending on nutritional food and are opting for the wheatgrass products for health maintenance. This has resulted into the global growth of wheatgrass products market. Now, the market has started providing wheatgrass products in supplement forms like tablets and capsules. More emphasis is being given to the new product developments to ease availability and consumption. Wheatgrass in liquid form are usually juices rich in vitamins A, B, C, E, and K, calcium, sodium, sulphur, potassium, iron, magnesium, and amino acids.
The juice consists of high chlorophyll content that is useful in cleansing and building blood. The other benefits include neutralizing infections, overcoming the inflammations, healing wounds, and removing parasitic infections. The powdered form of wheatgrass is normally produced by freezed drying, oven-drying, or air-drying. Its consumption improves the function of digestive system and prevents the constipation issues.
In the years to come, wheatgrass products market is projected to witness a sustained growth. Rise in aging population, increase in the health awareness among consumers, new developments, and innovations are the main factors actually driving the growth of the wheatgrass products market globally. It has also been observed that middle aged and elderly population are readily investing in these products for supporting their immunity system.
The younger population is also showing interest in the products due to the presence of natural ingredients and various health benefits attached to it. The companies are now trying to extend their activities and performance in research to bring new formulations. It will automatically lead to the expansion in the wide range of the products so that different needs and preferences of the consumers are catered to.
On the basis of nature, the market is segmented into Natural/original, and Organic. Increasing demand for organic food worldwide is expected to increase the “organic wheatgrass products” segment over the forecast period. Segmentation on the basis of form spans Liquid form, and Powdered form. With growing preference for convenience food, it is expected that the demand for wheatgrass products in liquid form will grow at the highest rate during the reviewed period.
Segmentation on the basis of application spans Food & beverages, Pharmaceuticals (holds a major share due to its health benefits and medicinal value involved), and Cosmetics/personal care. Segmentation on the basis of distribution channel spans Supermarket/hyper market, Convenience stores, Drug stores, and Others such as direct selling, mass merchandisers, etc.
On the basis of geographical location, the market spans North America, Latin America, Eastern Europe, Western Europe, Asia Pacific region, which further includes Japan, and Middle East and Africa. As there has been an increment in the disposable income, rate of aging population and health awareness among the consumers of Asia Pacific, the region is expecting to have a potential growth for the wheatgrass products. Most of the leading producers in the market are targeting the opportunities that are being posed by China and India for the expansion of their revenue base. On the other side, North America and Europe have also witnessed the launches of huge number of new products that included many wheatgrass products.
A number of companies are contributing to the growth of the market. However, now more emphasis is being given toward bringing a differentiation aspect in the portfolio of beverages. That has given rise to innovation in terms of diversity in flavors and taste. Some of the prominent key players in the market are Innocent Alps GmbH, Bondi Wheatgrass Juice Company, General Mills Inc., The Synergy Company, Terrasoul Superfoods, and Campbell Soup Company.
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