Hemp-derived ingredients, including oils, powders, and seeds, can be found in an array of foods such as ice cream, salads, milk, and even children’s cereals. The presence of hemp extends to over 25,000 products, encompassing 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 over $100 million from the previous year. Notably, the food sector experienced a remarkable 44% surge in sales, reaching $129 million, indicating significant potential for growth. Furthermore, hemp-derived cannabidiol (CBD) is expected to evolve into a billion-dollar market by 2020, as reported by the Brightfield Group.
Despite this promising outlook, there are still regulatory challenges and other barriers hindering the broader acceptance of hemp-based food products. Often associated with marijuana, hemp contains significantly lower levels of THC—the compound responsible for altering perception and causing physical changes. Additionally, educating consumers about the health benefits of hemp has proven challenging. Rich in healthy fatty acids and protein, and naturally gluten-free, hemp aligns with the preferences of Americans seeking to enhance their diets by eliminating sugars, trans fats, and artificial additives.
To foster greater acceptance of hemp-infused products, increasing consumer exposure to this category is essential. If hemp can effectively improve gut health, as Phivida claims, this could drive stronger demand from consumers. However, it remains uncertain whether bottled iced tea serves as the ideal medium for showcasing the purported health advantages of CBD. Phivida has announced that its new line of 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 emphasized that its new beverage is vegan, non-GMO, soy-free, gluten-free, and manufactured in the U.S. under Good Manufacturing Practice standards. If these appealing features resonate with consumers and the health claims are substantiated, Phivida could see a successful launch, potentially attracting the interest of leading tea brands like Coca-Cola and PepsiCo.
General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, has already introduced a product under its Larabar Organic brand that incorporates hemp seeds along with other superfood ingredients. Kris Patton, a spokeswoman for General Mills, noted that initial consumer response has been “very positive,” although she refrained from disclosing whether additional hemp-based foods are in development. “We don’t talk about future product innovation,” Patton stated to Food Dive.
While major food manufacturers have been slow to incorporate hemp into their offerings, sales of hemp-related products have largely been dominated by smaller companies. As more participants enter the market and innovative products like hemp-infused iced tea reach retail shelves, this scenario could swiftly evolve. Additionally, retailers such as Costco could play a pivotal role in promoting hemp products, especially when considering complementary items like calcium citrate, which may further enhance consumer interest in health-focused products. As the market develops, the integration of hemp ingredients alongside established health items could create new opportunities for growth and awareness.