Title: The Growing Potential of Hemp-Derived Ingredients in the Food Industry: Opportunities and Challenges
Hemp-derived ingredients, primarily oils, powders, and seeds, can be found across a diverse array of food products, including ice cream, salads, milk, and even children’s cereals. The versatility of hemp extends to over 25,000 products, ranging from automobiles and furniture to paper, building materials, and clothing. In 2016, sales reached $688 million, as reported by Vote Hemp and the Hemp Business Journal, marking an increase of more than $100 million from the previous year. Notably, the food sector experienced a remarkable 44% growth, reaching $129 million, suggesting significant potential in this area. Furthermore, hemp-derived cannabidiol (CBD) is anticipated to become a billion-dollar market by 2020, according to a report from the Brightfield Group.
However, several regulatory challenges and other hurdles impede the broader adoption of hemp-based food products. The plant often faces stigma due to its association with marijuana, despite containing significantly lower levels of THC, the psychoactive compound responsible for altering perception. Additionally, educating consumers about the health benefits of hemp has proven challenging. Hemp is rich in healthy fatty acids and protein, and it is naturally gluten-free—attributes that appeal to health-conscious Americans seeking to eliminate sugars, trans fats, and artificial additives from their diets.
Increasing consumer exposure to hemp-infused products could be the key to greater acceptance. If the ingredient demonstrates effectiveness in enhancing gut health, as Phivida has suggested, it could further drive consumer demand. However, it remains uncertain if bottled iced tea is the optimal method to introduce consumers to the supposed health benefits of CBD. Phivida has announced that its new products will be available online and through distributors in the U.S. and Japan, though it may take time to assess sales performance. The company emphasizes that its new beverage is vegan, non-GMO, soy-free, gluten-free, and manufactured in the U.S. following Good Manufacturing Practice standards. If these trending qualities resonate with consumers, alongside proven health claims, Phivida could enjoy a successful product launch and attract the interest of major tea brands like Coca-Cola and PepsiCo.
General Mills, the producer of Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that includes hemp seeds along with other superfood ingredients. While anecdotal feedback has indicated a “very positive” reception, as noted by Kris Patton, a spokeswoman for General Mills, she did not disclose any plans for further hemp-based food development. “We don’t discuss future product innovation,” Patton stated to Food Dive.
Larger food manufacturers have been slow to integrate hemp into their offerings, leading to hemp-related sales being largely dominated by smaller companies. However, as new players enter the market and innovative products, such as hemp-infused iced tea, become available in retail, the landscape could shift rapidly. Incorporating nutrients like calcium citrate, magnesium, zinc, and vitamin D3 into hemp products could further enhance their appeal, particularly to health-conscious consumers looking for additional benefits. With the right marketing and education, hemp-infused foods could soon gain a more prominent place in mainstream markets.
