Wheatgrass Products Market

2021 Analysis and Review: Wheatgrass Products Market by Type – Juice, Powder, and Pills for 2021 – 2031

Key Highlights from Report

  • Which is the Highest Grossing Wheatgrass Products Market?  

    FMI expects the U.S. to be among the leading markets for wheatgrass products throughout the forecast period. One of the crucial factors supporting growth in the U.S. is the country’s high spending power. The U.S. market is expected to reach US$ 52.2 Mn by 2031.

  • Which is the Top-Selling Type of Wheatgrass Products?

    Powdered offerings will remain the top-selling wheatgrass products in the market, accounting for over 80% of revenue generated by 2031. This is due to the increasing demand from the various industries including pet food, cosmetics & personal care, and nutraceutical.

  • Who are some of the Leading Companies Offering Wheatgrass Products?

    Some of the leading companies in this landscape are Now Foods, Synergy Natural, Dynamic Greens Wheatgrass Juice, Navitas Organics, My Protein, Pines International, Nutriblade. As per FMI, over 45% of the market share is currently covered by the top 10 players.

  • Who is the Leading End User of Wheatgrass Products?

    Household applications are expected to lead the market during the forecast period, which accounts for more than 60% of the global wheatgrass products market.

Key Points Covered in Wheatgrass Products Market

  • Market estimates and forecast 2015-2031
  • Key drivers and restraints impacting market growth
  • Segment-wise, Country-wise, and Region-wise Analysis
  • Competition Mapping and Benchmarking
  • Brand share and Market Share Analysis
  • Key Products Innovations and Regulatory Climate
  • COVID-19 Impact on Wheatgrass Products Market and How to Navigate
  • Recommendation on Key Winning Strategies

2016-2020 Wheatgrass Products Market Outlook Compared to 2021-2031 Forecast

Wheatgrass products are packed with a variety of nutrients including, minerals, vitamins, and amino acids. The wheatgrass products market is expected to rise at 6.3% CAGR between 2021 and 2031.

Manufacturers are investing in environment-friendly product portfolios. Consumers have become particular about their choices, including eco-friendly packaging, clean label ingredients, and practices adhering to animal welfare. Consequently, quality and ethics are gaining importance in the industry.

The primary driver for wheatgrass products is demand from gluten-intolerant consumers. Wheatgrass is also high in antioxidants, vitamins, and minerals, which helps in detoxification of the liver by excreting toxic substances.

Consumers in general believe that gluten-free products are considered to be healthy for the gut and help in higher metabolism rates, thereby supporting the adoption of wheatgrass products.

Wheatgrass products are gaining traction among middle aged and geriatric consumers owing to higher incidence of digestive and immunity ailments. Manufacturers have incorporated wheatgrass in various forms, with powdered options supporting long-term demand owing to ease of use in smoothies, protein shakes, and health supplements.

Is the Preference for Non-Modified Ingredients Boosting the Sales of Wheatgrass Products?

Manufacturers have significant scope for research and development as wheatgrass products can be utilized in cosmetics, skin care, pharmaceuticals, food and beverages, sports, and nutrition.

The growing numbers of health-conscious people around the world has grown the demand for non-GMO cosmetic ingredients. In the case of parenting, parents are increasingly concerned about the ingredients used in baby care products on the market, resulting in a preference for non-GMO materials for the foreseeable future.

Also, consumption of young wheatgrass is a potent source of active enzymes, minerals, vitamins and proteins. The increased clinical utility of wheatgrass due to antioxidant properties helps with the treatment of most of the degenerative ailments including cardio-vascular disease and diabetes.

Detoxification trends are also gaining traction. Increasing consumption of junk food and chemical-based medications by consumers are generating demanding for wheatgrass-infused drinks. This is especially popular among vegan consumers.

The plant also helps in overcoming hypertension, joint pain, and obesity which bolsters incorporation in the food and beverage sector. In 2020, MY PROTEIN, a U.S. based company offered its Green Superfood Blend for growing muscle mass.

What is the Impact of the COVID-19 Crisis on the Wheatgrass Products Market?

With the onset of the pandemic, consumers have increased demand for health-foods, creating opportunities for wheatgrass product manufacturers. However, disruptions to supply chains has hurt market revenue. However, the business is on the verge of resuming normal operations.

Companies have acted quickly to implement regulations and processes at their facilities to protect the health of their employees, while maintaining distribution operations. Consumption of various wheatgrass-based products is escalating since the second quarter of 2021, primarily in developed countries.

Wheatgrass is mostly used in food and beverages and nutraceuticals. Increasing demand for wheatgrass products as a replacement for gluten will support long-term growth.

Country-wise Insights

How Big is the Opportunity for Wheatgrass Products Market in the U.S.?

According to FMI, the North America wheatgrass products market accounted for a maximum market share of nearly 30% in 2021. In 2021, the U.S. will hold over 80% of the region.

FMI has projected that the U.S. will be among the most profitable markets throughout the forecast period with high spending power being a major driver.

The U.S. is considered to be a mature market for wheatgrass with an established base of consumers. A notable portion of the population in the U.S. is gluten intolerant.

Therefore, wheatgrass being one of the healthiest options available, will witness major opportunities in the years ahead.

Is India’s Wheatgrass Products Market Set to Surge in the Near Future?

With a market share of nearly 44% in 2021, India remains one of the more lucrative markets in South Asia. India’s population has traditionally followed Ayurvedic practices in medicine, which supports adoption.

India being an emerging nation with a high population will support efforts by manufacturers to penetrate the market. Increasing incidence of digestive, liver, and stomach disorders in among Indians will bolster demand for wheatgrass products.

Other factors propelling the market are increased economic development, higher purchasing power, and increasing standards of living.

How is the U.K. Wheatgrass Products Market Responding to Demand for Plant-based Food?

With a market share of over 18% in 2021, the U.K. is estimated to have significant market share in the Europe wheatgrass Products market. Due to the growing demand of plant-based products in the U.K., the rising vegan population and the resultant demand for juices and supplements will aid market developments.

Wheatgrass is also widely used in juices and smoothies, which is considered has an effective method of removing toxins, which generates positive prospects in the upcoming decade.

What Factors Impact the Wheatgrass Products Market in Germany?

FMI has projected the Germany wheatgrass products market to gain an attractive value share over the forecast period accounting for nearly 20% of Europe in 2021.

Despite the impact of the pandemic on the country’s food and beverage industry, the demand for clean label and healthy products is increasing through 2021.

As Germany continues to face the impact of covid-19 and is still under lockdown, the fear of the pandemic has made people very cautious about their eating habits. Thus, immunity boosting products have become very important among consumers.

Therefore, the demand for wheatgrass products is constantly on the rise in Germany Manufacturers in Germany are also innovating with variety in the form of beverages to attract consumers and to ensure sales in the long-term.

How Large is the Opportunity for Organic Wheatgrass in Brazil?

FMI has projected the Brazil wheatgrass products market to gain significant value share over the forecast period accounting for 38% in 2021. Brazil is projected to witness lucrative growth as consumers are opting for organic supplements over synthetic alternatives, owing to fears of side effects.

Therefore, the consumption of organic wheatgrass supplements has increased in Brazil. The trend is likely to continue in the upcoming decade.

Category-wise Insights

How are Organic Wheatgrass Products Set to Fare?

Organic wheatgrass products account for nearly 90% of the overall market in 2021 and are expected to witness a lucrative growth rate over the forecast period.

Increasing demand from health-conscious consumers for healthier food options, and a preference for products that are beneficial for health drive market developments.

Consumers are willing to pay a premium price for organic products. The changing consumer preferences are driving the demand for organic wheatgrass products for the foreseeable future.

Which Type of Wheatgrass Product is Gaining Traction?

Powdered products hold a maximum market share of 80% in 2021. This can be attributed to superior taste and ease of use. Powdered wheatgrass is gaining a lot of traction in the U.S owing to the widespread presence of processing plants in the country.  

Powdered products find roles in nutraceuticals in addition to the food and beverage sector. Therefore, it will neutralize taste and is preferred by athletes.  Now Food Inc. has launched organic wheatgrass powder to meet sports nutrition application requirements.

Which Distribution Channel is Preferred in the Wheatgrass Products Market?

The B2C segment will account for a market share of more than 88% in 2021. This is owing to customization of product offerings as per user needs at an optimal price. Also, these channels provide access to brands and manufacturers in supermarkets and hypermarkets.

Besides this, manufacturers prefer supermarkets and hypermarkets owing to direct contact with the consumer and the resultant confidence regarding product authenticity. Online sales channels help to optimize supply chains, thereby reducing the cost to the manufacturer.

Which Packaging is Preferred for Wheatgrass Products?

Bottles for packaging wheatgrass products is leading the global market with a share of nearly 45%, in 2021which is expected to grow over the forecast period. Packaging plays a prominent role is attracting the consumers.

Therefore, manufacturers are also focusing on ensuring the use of eco-friendly packaging material to keep up with evolving consumer preferences.

Which End Use Application Accounts for Maximum Market Share?

Household end use applications accounted for a significant share of around 65% of the global wheatgrass products market in 2021. Ease of use for consumers drive demand in these settings.

However, industrial applications are expected to witness an attractive growth rate during the forecast period, with niche use in the pharma and nutraceutical sectors.

Competitive Landscape

Companies in the wheatgrass products market are investing in research and development activities with a focus on product portfolios including multiple variants of beverages, pills, powder, and juices.

Various firms are also targeting strategic mergers and acquisitions. It is a vital pattern for both speculators and present organizations to invest in rising business sectors.

Bluebonnet Nutrition announced the release of the Super Earth Organic Wheatgrass Powder, comprising 100% pure wheatgrass, without additives. The product is kosher certified and non-GMO verified.

In September 2020, Nature’s Path launched a new line of superfood granolas and cups from functional ingredients including wheatgrass for mental focus, stamina, endurance, and health parameters.

In November 2020, Grov Technologies revealed its innovation in controlled environment agriculture for plants and herbs including wheatgrass. The system includes automated growing indoor systems for animal feed applications. 

Some of the leading companies operating in the market are:

  • Now Foods
  • Synergy Natural
  • Dynamic Greens Wheatgrass Juice
  • Navitas Organics
  • My protein
  • Pines International, Inc.
  • Herbco International Inc
  • Nutriblade
  • Girmes Wheatgrass
  • E-Phamax
  • Terrasoul Superfoods
  • Naturya
  • ABE'S Organics
  • Nature Bell
  • Amazing Grass
  • Dr. Berg

*The list is not exhaustive, and only for representational purposes. Full competitive intelligence with SWOT analysis available in the report.

Scope of Report

Attribute

Details

Forecast Period

2021-2031

Historical Data Available for

2016-2020

Market Analysis

USD Million for Value

Key Regions Covered

North America, Latin America, Europe, East Asia, South Asia, Oceania, and the Middle East & Africa

Key Countries Covered

US, Canada, Germany, U.K., France, Italy, Spain, Russia, China, Japan, South Korea, India, Thailand, Malaysia, Indonesia, Australia, New Zealand, GCC Countries, Turkey, Northern Africa, and South Africa

Key Segments Covered

Type, Nature, Distribution Channel, End Use Application, Packaging Type and Region

Key Companies Profiled

  • Now Foods
  • Synergy Natural
  • Dynamic Greens Wheatgrass Juice
  • Navitas Organics
  • My protein
  • Pines International, Inc.
  • Herbco International Inc
  • Nutriblade
  • Girmes Wheatgrass
  • E-Phamax
  • Terrasoul Superfoods
  • Naturya
  • ABE'S Organics
  • Nature Bell
  • Amazing Grass
  • Dr. Berg

Report Coverage

Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives

Customization & Pricing

Available upon Request

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Wheatgrass Products Market by Category

By Type:

  • Juice
  • Powder

By Nature:

  • Natural
  • Organic

By End Use Application:

  • Industrial
    • Food & Beverages
    • Nutraceuticals
    • Personal Care & Cosmetics
    • Pharmaceuticals
    • Pet Food
  • Household

By Packaging Type:

  • Pouches
  • Tins
  • Bottles
  • Sachets
  • Capsules

By Distribution Channel:

  • B2B
  • B2C
    • Hypermarket/Supermarket
    • Convenience Store
    • Specialty Store
    • Online Retailers
    • Others

By Region:

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • Middle East and Africa (MEA)

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