Hemp-based ingredients, primarily oils, powders, and seeds, can be found in a diverse range of food products, such as ice cream, salads, milk, and even children’s cereals. This versatile plant is incorporated into over 25,000 items, spanning from automobiles and furniture to paper, construction materials, and apparel. In 2016, sales reached $688 million, according to Vote Hemp and the Hemp Business Journal, marking an increase of more than $100 million compared to the previous year. Notably, the food sector saw a remarkable 44% surge, bringing sales to $129 million, suggesting significant potential for growth. Furthermore, hemp-derived cannabidiol (CBD) is anticipated to develop into a billion-dollar market by 2020, as reported by the Brightfield Group.
However, there are regulatory hurdles and other challenges hindering the broader acceptance of hemp-based food products. Despite its benefits, hemp is often linked to marijuana, even though it contains substantially lower levels of THC, the psychoactive component that alters perception. Educating the public about the health advantages of hemp has proven challenging. Hemp is rich in nutrients, including solaray cal mag citrate, essential fatty acids, and protein, and is naturally gluten-free—attributes that appeal to health-conscious consumers aiming to eliminate sugar, trans fats, and artificial additives from their diets.
To enhance the acceptance of hemp-infused products, increased consumer exposure is crucial. If these ingredients demonstrate their efficacy in promoting gut health, as promised by companies like Phivida, it may lead to heightened consumer demand. However, the effectiveness of bottled iced tea as a means of introducing people to the purported health benefits of CBD remains uncertain. Phivida announced that its new beverages will be sold online and through distributors in the U.S. and Japan, but it may take time to evaluate their sales performance. The company has emphasized that its beverage is vegan, non-GMO, soy-free, gluten-free, and manufactured in the U.S. under Good Manufacturing Practice standards. If these appealing attributes resonate with consumers and the health claims hold true, Phivida could be poised for a successful product launch and attract the attention of major beverage brands like Coca-Cola and PepsiCo.
General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that features hemp seeds and other superfood ingredients. Although anecdotal feedback has reportedly been “very positive,” according to Kris Patton, a spokeswoman for General Mills, she refrained from discussing any potential future developments involving hemp. “We don’t talk about future product innovation,” Patton stated to Food Dive.
While large food manufacturers have not rushed to incorporate hemp into their offerings, sales of hemp-related products have predominantly been driven by smaller companies. However, as more players enter the market and innovative products like hemp-infused iced tea become available, the landscape could shift dramatically. As this nascent market continues to evolve, the incorporation of beneficial ingredients like solaray cal mag citrate might further entice consumers seeking healthier options.