Wheatgrass Products Market (2022 - 2030)

Report Overview

The global wheatgrass products market size was estimated at USD 174.73 million in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 6.3% from 2022 to 2030. The rising awareness about the health benefits of wheatgrass is expected to drive the growth. The wellness trends and changing consumer behavior patterns toward green foods are driving the growth in product demand. During the COVID-19 pandemic, clean-label food containing natural ingredients and functional food products with health advantages were at the forefront.

Demand for nutritious foods and supplements rose in 2021, as an outcome of a global health crisis. Nearly one-third of the Craft Bakers Association (CBA's) baker members projected that plant-based and superfood products such as wheatgrass would be popular. Moreover, the pandemic resulted in an unprecedented demand for e-commerce channels over the recent period. Some of the key players such as MyProtein are offering a range of products such as wheatgrass, supplements, etc., through their own websites.

The growing aging population is another factor driving the growth of the industry. Most commonly, both men and women aged (above 60 years) population use wheatgrass products for regular blood circulation and other health benefits. The number of diabetic patients is growing significantly across the globe. This is expected to contribute to the growth in the demand for wheatgrass products.

According to the International Diabetic Federation, in 2021, around 537 million people between the ages of 20 and 79 have diabetes. Meanwhile, the overall number of persons with diabetes is expected to reach 643 million by 2030. Wheatgrass powder can be a remedy for diabetics, as it has anti-diabetic properties that help to regulate blood sugar levels and prevent any additional effects of blood sugar activity. Wheatgrass powder can thus be used in conjunction with diabetes treatment.

Furthermore, according to the World Health Organization (WHO), breast cancer has become the most frequent type of cancer worldwide in 2021, responsible for 12% of all newly diagnosed cancers each year. Wheatgrass juice helps to reduce chemotherapy-related hematological toxicity in breast cancer patients.

Form Insights

The powder segment dominated with the largest revenue share of 52.3% in 2021. Wheatgrass powder has anti-inflammatory properties; hence several manufacturers are mixing wheatgrass powder into lotions, soaps, toothpaste, moisturizers, and other cosmetics to exploit the benefits of wheatgrass herbal powder. For instance, Chloemason Soap Company is offering organic wheatgrass tooth soap by using 100% natural materials, alternative to toothpaste.

The juice segment is expected to grow at a CAGR of around 7.0% during the forecast period. Wheatgrass juice contains a lot of chlorophyll, which helps as an anti-anemia supplement. It aids in the production of hemoglobin in the human body. This is expected to bode well for the growth of the segment in the forthcoming years.

Distribution Channel Insights

The B2C segment dominated the industry and accounted for 57.4% of the global revenue share in 2021. This is due to the increasing levels of in-home consumption and increased customer expenditure on healthy products. In January 2022, Walmart announced that it plans to expand the in-home delivery service, aiming to reach 30 million customers in the U.S. by the end of the year, up from the current 6 million customers. Such an initiative is expected to drive the demand for the B2C distribution channel during the forecast period.

The online segment of the B2C market is expected to grow at a CAGR of 6.8% during the forecast period. Consumers spend a significant time on internet buying, which has become a common activity. Furthermore, quick and door-to-door delivery and lower prices are the driving factors of the rise in online sales of wheatgrass products. Several key players such as My Protein, NOW Foods, etc. are offering wheatgrass products on their own websites.

Regional Insights

North America dominated the wheatgrass products market and accounted for a 30.5% share of global revenue in 2021. The demand for wheatgrass products in this region is rising due to the production of wheat and the presence of a large number of market players such as DynamicGreens Wheatgrass, NOW Foods, and Pines Wheat Grass.

For instance, according to the U.S. Department of Agriculture in 2021-22, from a harvested area of 37.2 million acres, U.S. farmers produced 1.6 billion bushels of durum, winter, and other spring wheat.

Asia Pacific is expected to grow at a CAGR of 7.0% during the forecast period due to the rising awareness of green foods & the health benefits attached to them and the presence of a number of large players in this region. The number of people with type 2 diabetes is highest in China, followed by India.

Key Companies & Market Share Insights

The market is characterized by the presence of numerous players such as Pines International, Inc.; Now Foods; Synergy Natural; NAVITAS ORGANICS; My Protein; Naturya; Amazing Grass; Kapiva; Abe’s Organics; nutriblade; and TERRASOUL SUPERFOODS.

Companies are focusing on introducing new products to expand their global market share. For instance, in March 2021, JIVO Wellness announced a new line of products, including wheatgrass summer drinks, and entered the beverage industry. The company partnered with several superstores and e-commerce platforms for the distribution of wheatgrass juice. Some prominent players in the global wheatgrass products market include:

• Pines Wheat Grass

• NOW Foods

• Synergy Natural

• NAVITAS ORGANICS

• My Protein

• Naturya

• Amazing Grass

• Kapiva

• Abe’s Organics

• nutriblade

• TERRASOUL SUPERFOODS

Wheatgrass Products Market