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Wheatgrass Products Market Analysis

ID: MRFR//5652-HCR | 90 Pages | Author: Snehal Singh| June 2024

The health and fitness trend impacts wheatgrass products. Because of their emphasis on preventative health and a healthy lifestyle, people are always seeking for nutritious meals and beverages. Many individuals favor wheatgrass drinks, tablets, and vitamins because they are simple to purchase and make nutrient-dense meals part of their daily routine. Wheatgrass is considered healthy, following the trend of helpful and healthy meals. Wheatgrass product sales have increased steadily.
More consumers demand green and plant-based products, affecting the market. As plant-based diets grow, people want alternatives to vitamins and processed foods. Wheatgrass products are natural and untreated, therefore those who prefer natural nutrients appreciate them. Wheatgrass products have expanded outside health food stores due to growing interest in plant-based diets.
The wheatgrass market is also evolving due to new formulae and a greater selection. Wheatgrass-based ready-to-drink beverages, energy bars, and juice mixes are being made to suit diverse consumers' preferences and lifestyles. More individuals desire to include wheatgrass in their meals due to the diversity of products.
But commercial difficulties like taste disparities and knowledge barriers exist. Wheatgrass is popular for its health advantages, however others dislike its pungent flavor. Manufacturers are blending wheatgrass with other tastes or producing better-tasting products to tackle this issue. Some clients may not realize wheatgrass is healthy, creating knowledge barriers. Wheatgrass's health advantages and other benefits must be promoted via education and marketing to increase consumption.
Due to the health and wellness trend, the need for plant-based choices, product variety, taste challenges, knowledge barriers, and sustainability concerns, the wheatgrass industry is continually evolving. Businesses must cope with consumer preferences, customer education, and environmental criteria to flourish in the market. Companies in the wheatgrass products industry must innovate, listen to consumers, and meet people's rising demand for natural, plant-based, and health-promoting meals.

Global Wheatgrass Products Market Overview


Wheatgrass Products Market size is estimated to reach a valuation of USD 52.2 Billion by the end of the 2030 at a CAGR rate of 6.3%. Wheatgrass is the freshly sprouted first leaves of wheat plant Triticum aestivum and is considered one of the superfoods with various health benefits associated with it. It is an excellent source of vitamins A, C and E, as well as iron, magnesium, calcium and amino acids. Moreover, it has high level of enzymes that aid in digestion as well as weight loss. Owing to these benefits associated with wheatgrass, the demand for wheatgrass products market is expected to grow among the rising health-conscious population across the globe.


Wheatgrass products available in the market mainly include wheatgrass juice and wheatgrass powder; however, the other wheatgrass products include wheatgrass pills/capsules, and wheatgrass gel, among others. Growing awareness among the consumers for these products will uplift the growth of the market in the coming years. Moreover, growth of organised distribution channel along with inclination of various manufacturers towards e-commerce distribution channel has resulted to an ease in availability of the products in the market which is projected to contribute to the growth of wheatgrass products market during the forecast period. 


Market Segmentation


Wheatgrass Products Market has been segmented based on product type, category, distribution channel, and region.


By product type, the global wheatgrass products market has been classified as wheatgrass juice, wheatgrass powder, and others.


On the basis of category, the global market has been divided into organic and conventional.


The global market has also been segregated, on the basis of distribution channel, into store based and non-store based, with the store-based segment sub-divided into supermarkets & hypermarkets, convenience stores, and others. 


The global wheatgrass products industry has been studied with regard to four key regions—North America, Europe, Asia-Pacific, and the rest of the world.


The North American market has further been segmented into the US, Canada, and Mexico. The European wheatgrass products market has been classified as the UK, Germany, France, Italy, Spain, and the rest of Europe. The wheatgrass products industry in Asia-Pacific has been divided into China, India, Japan, Australia and New Zealand, and the rest of Asia-Pacific. The wheatgrass products industry in the rest of the world has been segmented into South America, the Middle East, and Africa.


Regional Market Summary


Global Wheatgrass products Market Share (%), by Region, 2017


Wheatgrass Products Market Share


Source: Secondary Sources and MRFR Analysis


North America is expected to dominate the market for wheatgrass products during the forecast period owing to the increased health-conscious population and their inclination towards functional food & beverages. The US is a major driver for the growth of the wheatgrass products market in North America with increased demand for organic wheatgrass products. Europe is also expected to hold a significant share of the global market with growing demand for wheatgrass supplements among the consumers. Germany and the UK are the major contributors to the growth of the European wheatgrass products market. The market in Asia-Pacific is projected to register the highest CAGR during the forecast period with China and India being the largest country-level markets for wheatgrass products in the region. The rising health conscious population along with increasing awareness for wheatgrass products among the consumers is expected to drive the growth of the market.  


Global Market, by Product Type



  • Wheatgrass juice

  • Wheatgrass powder

  • Others


Global Market, by Category



  • Organic

  • Conventional


Global Market, by Distribution Channel




  • Store-based

    • Supermarkets & Hypermarkets

    • Convenience Stores

    • Others



  • Non-store based


Global Market, by Region




  • North America

    • US

    • Canada

    • Mexico




  • Europe

    • Germany

    • France

    • Italy

    • Spain

    • UK

    • Rest of Europe




  • Asia-Pacific

    • Japan

    • China

    • India

    • Australia and New Zealand

    • Rest of Asia-Pacific




  • Rest of the World (RoW)

    • South America

    • Middle East

    • Africa




Key Players in the Global Market



  • Navitas Organics (US)

  •  Naturya (England)

  •  Bondi Wheatgrass Juice Company (Australia)

  •  Pines International (US)

  •  Lifestream International Ltd (New Zealand)

  •  Synergy Natural (Australia)

  •  Amazing Grass (US)

  •  Antler Farms (New Zealand)

  •  Organic India (India)

  •  Kapiva (India)


Intended Audience



  • Wheatgrass products producers/processors

  • Food & beverage manufacturers

  • Personal care products manufacturers

  • Raw material suppliers and distributors

  • Traders, exporters, and importers

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