Wheatgrass Products Market Analysis North America, Europe, APAC, South America, Middle East and Africa - US, China, Japan, Germany, UK - Size and Forecast 2023-2027

Wheatgrass Products Market Forecast 2023-2027

The wheatgrass products market size is estimated to grow by USD 63.96 million at a CAGR of 6.12% between 2022 and 2027. The market's expansion hinges on various factors, notably the surging demand for supplements, driven by an increased emphasis on health and wellness. Additionally, the continuous introduction of new products through frequent product launches stimulates market growth, catering to evolving consumer preferences. Moreover, the robust growth of the nutraceutical industry plays a pivotal role, offering a diverse range of health-focused products. These dynamics underscore a burgeoning market landscape characterized by innovation and consumer-driven trends, shaping the trajectory of the industry toward a prosperous future. The report also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.

Wheatgrass Products Market Growth and Forecast

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The wheat grass market experiences robust growth, driven by advancements in technology that enhance wheatgrass cultivation and harvesting processes. With applications ranging from cattle feed to biofuel feedstock, wheatgrass serves as a versatile soil amendment. Global suppliers like Navitas Organics meet the demand for organic natural ingredients, fostering a market for functional foods and beverages enriched with health benefits. Collaboration between producers and advancing technology fuels innovation, addressing consumer behavior towards plant-based diets and personalized nutrition. Despite challenges such as supply disruptions and investment requirements, the wheatgrass products market thrives on its contributions to preventive healthcare and dietary well-being.

Market Dynamics

The high demand for supplements is notably driving the market, although a challenging regulatory environment may impede the market.  Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Key Market Driver

High demand for supplements is notably driving the market. Dietary supplements are one of the fastest-growing industries. Growing awareness of personal health and well-being due to changing eating habits and busy lifestyles is expected to boost the demand for wheatgrass supplements during the forecast period. Increasing urbanization and rising disposable incomes will lead to nutritional deficiencies. There is an increasing demand for products that can be handled more conveniently. Wheatgrass-based supplements are consumed for their antioxidant properties that help prevent cancer. Taking wheatgrass supplements can help lower cholesterol levels and reduce the risk of heart disease. Increasing consumer awareness of personal health and well-being is expected to be the major driver during the forecast period. 

Significant Market Trends

High demand for superfoods is a key trend influencing the market. Antioxidants such as vitamin C and vitamin E in wheatgrass make it a preferred choice for health-conscious consumers. The antioxidants in wheatgrass reduce oxidative stress and protect the body against health problems such as arthritis, cancer, and neurodegenerative diseases. This is considered a superfood due to its low-calorie content and high nutritional value. Superfoods are nutrient-dense foods that are believed to have health benefits beyond their basic nutritional value.

The growing demand for superfoods is fueled by growing consumer awareness of the health benefits of superfoods, increasing demand for natural and organic products, and increasing prevalence of chronic diseases such as diabetes, heart disease, and cancer. The demand for superfoods has increased significantly over the past few years and is expected to continue increasing during the forecast period. 

Major Market Challenge

The challenging regulatory environment is impeding the market. The growth of the market has increased the need for government intervention and stricter regulations regarding the production, distribution, safety testing, and efficacy claims of dietary supplements. Over the past decade, the US Food and Drug Administration (FDA) has tightened safety standards for consumable foods and drugs, leading to an increase in dietary supplement labeling violations. For this reason, manufacturers of wheatgrass products must be careful when making claims about the nutritional benefits and potency of their products and avoid making false claims.

Stringent regulations are also in place during manufacturing to ensure the safety and quality standards expected of wheatgrass supplements. Such increased regulation is expected to pose a challenge for manufacturers as they have to expend more capital on research and development, complex manufacturing solutions, and safety testing. Therefore, stringent regulations on the production and distribution of dietary supplements are expected to hamper the market during the forecast period.  

Market Customer Landscape

The Market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.

Global Market Customer Landscape

Who are the Major Wheatgrass Products Market Companies?

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

DynamicGreens Ltd: The company produces and sells different types of wheatgrass products which are grown naturally in fields and are well-fed. 

The report also includes detailed analyses of the competitive landscape of the market and information about 15 market players, including:

• Adret Retail Pvt. Ltd
• E-Phamax
• Grass Advantage LLC
• Grimes Wheatgrass
• Human Pharmacia
• Istore Direct Trading Pvt. Ltd.
• Monterey Bay Herb Co.
• Nature Bell Inc.
• Navitas LLC
• NOW Health Group Inc.
• Nutriblade LLC
• Nutrisure Ltd.
• Pines international
• PlantPills
• Sarvaayush Ayurved and Herbals

Qualitative and quantitative analysis of vendors has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize vendors as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.

Market Segmentation

The process of Wheatgrass harvesting is augmented by innovative technology, enhancing wheatgrass cultivation methods. This contributes to the production of various product types tailored to meet dietary benefits such as improved blood circulation and regulation of blood sugar levels, particularly beneficial for diabetics and individuals above 60 years old. Utilizing methods like hydroponics and vertical farming, producers ensure environmentally friendly production. Sustainable production practices ally-friendly production processes while addressing concerns regarding non-standardized product quality and raw material availability. Collaborations among global suppliers and producers like Navitas Organics and Terrasoul Superfoods facilitate the production of superfoods rich in vitamins, minerals, and antioxidants, aligning with consumer preferences for functional foods and beverages. Embracing e-commerce channels further promotes accessibility while fostering innovation in plant-based diets and promoting preventive healthcare practices.

By Product

The market share growth by the powder segment will be significant during the forecast period. The powder segment dominated the global market in 2022, capturing the highest market share. The demand depends on various factors such as perceived health benefits, availability, and consumer Preferences. This is commonly consumed as a dietary supplement because it is rich in nutritional components such as vitamins, minerals, and antioxidants. 

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The powder segment was valued at USD 69.20 million in 2017 and continued to grow until 2021. The trend towards healthy eating and wellness has also contributed to the popularity of wheatgrass powder. Therefore, increasing awareness will have a positive impact on the growth of the market during the forecast period.  

Which are the Key Regions for the Market?

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North America is estimated to contribute 30% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

North America accounted for the largest share of the market in 2022. With increasing consumer purchasing power, the United States has developed into an important market in North America. The growing geriatric population, growing interest in healthcare, and growing interest in health through nutrition are expected to spur market growth during the forecast period. The rise in fitness centers, health clubs, gyms, and a growing awareness of fitness among young people is expected to increase the demand for energy and weight management. As the acceptance of sports as a profession increases, the demand for dietary supplements containing wheatgrass is expected to increase. Consumers in the region are beginning to realize the health benefits of consuming wheatgrass regularly, increasing the demand. Increasing medical expenditure across the region is expected to have a positive impact on the market during the forecast period. 

Segment Overview

The market report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the market growth and trends opportunities from 2017 to 2027. 

• Product Outlook
  • Powder
  • Juice
  • Pills

• Distribution Channel Outlook
  • Offline
  • Online

• Region Outlook
  • North America
    • The U.S.
    • Canada
  • Europe
    • U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • South America
    • Chile
    • Brazil
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

Market Analyst Overview

The market is witnessing growth due to the increasing awareness of the health benefits of wheatgrass. Consumers are shifting towards clean-label food and embracing wellness trends, especially the aging population and diabetic patients. The market is influenced by changing consumer behavior patterns and the rising popularity of plant-based and superfood products. The Craft Bakers Association (CBA) is also playing a role in promoting these products. E-commerce channels, including MyProtein, are key distribution channels driving sales in the market. Segmentation by form, distribution channel, and region allows for targeted marketing strategies. Organizations like the International Diabetic Federation and the World Health Organization (WHO) support the consumption of wheatgrass products, especially for their potential benefits in conditions like breast cancer. The market's future growth is expected to be driven by the B2C segment and the online segment, reflecting evolving consumer preferences and purchasing habits.

The advancements in technology optimizing wheatgrass cultivation and harvesting methods. With diverse applications including cattle feed and biofuel feedstock, wheatgrass serves as a versatile soil amendment. Global suppliers like Navitas Organics cater to the demand for organic natural ingredients in functional foods and beverages, offering dietary benefit enriched with vitamins, minerals, and antioxidants. Collaboration among producers drives innovation despite challenges such as supply disruptions and investment requirements. The market addresses consumer trends like plant-based diets and personalized nutrition, promoting preventive healthcare. Despite restraints such as substitute products and competition, awareness about the health benefits of wheatgrass drives market expansion, especially among aging populations and individuals with specific health concerns like diabetes and breast cancer.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting of the market between 2023 and 2027
• Precise estimation of the size of the market size and its contribution to the parent market
• Accurate predictions about upcoming market trends and analysis and changes in consumer behavior
• Growth of the market industry across Europe, North America, APAC, South America, and Middle East and Africa
• Thorough market growth analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive market analysis and report on the factors that will challenge the market research and growth of market companies

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