Title: The Growing Popularity of Hemp Ingredients in the Food Industry: Opportunities and Challenges
Hemp ingredients, mainly oils, powders, and seeds, are increasingly found in a wide range of food products, including ice cream, salads, milk, and even children’s cereals. In fact, hemp is present in over 25,000 different items, spanning automobiles, furniture, paper, building materials, and clothing. According to Vote Hemp and the Hemp Business Journal, sales reached $688 million in 2016, marking an increase of more than $100 million from the previous year. Notably, the food sector experienced a remarkable 44% surge in sales, totaling $129 million, indicating significant potential for growth. Additionally, hemp-derived cannabidiol (CBD) is anticipated to evolve into a billion-dollar market by 2020, as reported by the Brightfield Group.
Despite these impressive gains, there are regulatory challenges and other obstacles hindering the broader acceptance of hemp-based food products. The plant is often mistakenly associated with marijuana, although it contains much lower levels of THC, the compound responsible for altering perception and causing physical changes. Educating a larger audience about the health benefits of hemp has also proven to be a challenge. Hemp is rich in healthy fatty acids, protein, and is naturally gluten-free — traits that appeal to health-conscious Americans seeking to eliminate sugars, trans fats, and artificial additives from their diets.
A crucial factor in enhancing the acceptance of hemp-infused products may lie in increasing consumer exposure to this category. If the ingredient demonstrates effectiveness in promoting gut health, as Phivida claims, this could further elevate consumer interest. However, it remains uncertain whether bottled iced tea will serve as the ideal introduction to CBD’s alleged health benefits. Phivida has announced that its new products will be available online and through distributors in the U.S. and Japan, but it may take time to evaluate sales performance.
The company emphasizes that its new beverage is vegan, non-GMO, soy-free, gluten-free, and quality- and safety-tested, produced in the U.S. following Good Manufacturing Practice standards. If these appealing attributes resonate with consumers, along with the health claims holding true, Phivida could be on the verge of a successful product launch, potentially attracting interest from major tea companies like Coca-Cola and PepsiCo.
General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, offers a product under its Larabar Organic brand that includes hemp seeds and other superfood ingredients. Kris Patton, a spokeswoman for General Mills, noted that while the response to this product has been “very positive,” she did not disclose whether more hemp-based foods are in development. “We don’t talk about future product innovation,” Patton stated.
Larger food manufacturers have been slow to incorporate hemp into their offerings, resulting in hemp-related sales being primarily driven by smaller companies. However, as more players enter the industry and new products, such as hemp-infused iced tea, reach retail markets, this landscape could shift rapidly. Furthermore, the addition of beneficial elements like calcium citrate and zinc sulfate in hemp products may enhance their appeal, fostering a healthier perception among consumers. As the market evolves, the integration of these nutrients alongside hemp ingredients could lead to increased acceptance and demand in the food sector.
