Market Overview

Wheatgrass is a food type, which is prepared from a specific type of wheat plant known as Triticum aestivum and is made in a dried powder form as well as juicy form. An extensive variety of nutrients, vitamins, minerals, amino acids, enzymes, and chlorophyll are present in wheatgrass, which is essential for human health. The global wheatgrass products market, as per a report by Market Research Future (MRFR) is touted to register a healthy CAGR during the forecast period (2018-2023).

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Wheatgrass products possess anti-inflammatory and antioxidant properties, which differentiate them from other products and are useful for curing health disorders like diabetes, respiratory tract problems, arthritis, cancer, and other chronic diseases. They also help to cleanse the colon, detoxify liver, and purify blood. Such factors are likely to contribute to the market growth across the globe. Wheatgrass products have emerged as a healthy ingredient in the F&B industry.

Consumers who have started spending on nutritional food products are highly opting for wheatgrass products for health maintenance. Markets across the globe have also started offering wheatgrass products in the form of supplements like capsules and tablets. High emphasis is given to new product launches to ease consumption and availability, thereby encouraging the market growth. Wheatgrass products possess several natural ingredients, and there are various health benefits attached to it, and thus it has gained popularity among the younger population.

Competitive Dashboard

The top players operating in the Wheatgrass Products Market include Naturya (England), Navitas Organics (US), Pines International (US), Bondi Wheatgrass Juice Company (Australia), Synergy Natural (Australia), Lifestream International Ltd (New Zealand), Antler Farms (New Zealand), Amazing Grass (US), Kapiva (India), and Organic India (India).

Segmental Analysis

The wheatgrass products market has been segmented on the basis of category, product type, and distribution channel.

Based on the product type, the wheatgrass products market is segmented into wheatgrass powder, wheatgrass juice, and others. Of these, the wheatgrass juice segment accounts for the major share owing to the mounting demand for functional beverages, especially among the health-conscious population. Increase in the gym-going population and rising fitness trend is highly supporting the market growth in the segment. The wheatgrass powder, on the other hand, will attain the highest CAGR due to longer shelf life.

The category segment of wheatgrass products market comprises organic and conventional. Of these, the conventional segment is likely to dominate the market. The organic segment, on the other hand, will expand at a higher CAGR due to increasing consumer preferences for organic products.

The market is classified on the basis of distribution channel, which includes store-based and non-store based. Of these, the store-based segment is predicted to dominate the market due to one-stop shopping experience. Meanwhile, the non-store based segment will garner the highest CAGR as large number of manufacturers are emphasizing on online distribution channel.

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Regional Frontiers

Geographically, the wheatgrass products market spans across Europe, Asia Pacific, North America, and the Rest of the World (RoW).

Considering the global scenario, the wheatgrass products market is likely to be dominated by North America due to the surging health-conscious population, coupled with their inclination towards beverages and functional food products. In this region, the U.S. is considered a major contributor to the market’s growth due to the mounting demand for organic wheatgrass products.

Europe is estimated to acquire a significant share in the global market due to the mounting demand for wheatgrass supplements among consumers. In this region, the U.K. and Germany are considered the major contributors to the market growth. The rising demand for functional food and beverages among the consumers will drive the regional market’s growth.