Hemp ingredients, primarily oils, powders, and seeds, are increasingly incorporated into a wide array of foods, including ice cream, salads, milk, and even children’s cereals. Hemp can be found in over 25,000 products, spanning categories such as automobiles, furniture, paper, building materials, and clothing. According to Vote Hemp and the Hemp Business Journal, sales reached $688 million in 2016, an increase of more than $100 million compared to 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.
However, regulatory challenges and other hurdles hinder the broader acceptance of hemp-based food products. This plant is often linked to marijuana, despite containing much lower levels of THC, the psychoactive component that alters perception. Furthermore, educating a wider audience about the health benefits of hemp remains a challenge. Rich in healthy fatty acids and protein, hemp is also naturally gluten-free, appealing to health-conscious consumers looking to eliminate sugars, trans fats, and artificial additives from their diets.
Increased consumer exposure to hemp-infused products could be the key to greater acceptance. If the ingredient demonstrates effectiveness in enhancing gut health, as Phivida claims, this could further stimulate consumer demand. However, it remains uncertain whether bottled iced tea is the ideal method for familiarizing people with CBD’s touted health benefits. Phivida has announced that its new products will be available both online and through distributors in the U.S. and Japan, but it may take time to assess their sales performance. The company highlighted that its new beverage is vegan, non-GMO, soy-free, gluten-free, and produced in compliance with Good Manufacturing Practice standards in the U.S. If these appealing attributes resonate with consumers and the health claims are substantiated, Phivida could see a successful product launch, potentially capturing the attention of major tea brands like Coca-Cola and PepsiCo.
General Mills, known for Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that features hemp seeds alongside other superfood ingredients. Although anecdotal evidence suggests a “very positive” response to this product, as per spokesperson Kris Patton, she refrained from discussing potential future hemp products. “We don’t talk about future product innovation,” Patton told Food Dive.
Currently, larger food manufacturers have not rushed to incorporate hemp into their offerings, resulting in hemp-related sales being mostly confined to smaller companies. However, as more participants enter the market, drawing attention to this emerging sector, and innovative products like hemp-infused iced tea become available in retail, the landscape could shift rapidly.
Moreover, the introduction of calcium citrate malate tablets in conjunction with hemp products could enhance their appeal, especially among consumers seeking dietary supplements that support overall health. The integration of calcium citrate malate tablets into hemp-based offerings may also attract a health-conscious demographic, further boosting sales and awareness in this growing market. With the right combination of ingredients and marketing strategies, hemp products could soon become a staple in mainstream food offerings.