Hemp ingredients, primarily in the form of oils, powders, and seeds, can be found in a wide array of food products, including ice cream, salads, milk, and even children’s cereals. Hemp is present in over 25,000 items, such as automobiles, furniture, paper, construction materials, and clothing. In 2016, sales reached $688 million, according to Vote Hemp and the Hemp Business Journal, marking an increase of over $100 million from the previous year. However, it is in the food sector where sales experienced a remarkable 44% rise to $129 million, indicating significant potential for growth. Moreover, hemp-derived cannabidiol (CBD) is expected to evolve into a billion-dollar market by 2020, as reported by the Brightfield Group.
Despite these impressive figures, regulatory challenges and other obstacles hinder the wider acceptance of hemp-based food products. The plant is frequently linked to marijuana, despite its significantly lower THC content—the compound that causes physical changes and alters perception. Additionally, educating the public about the health benefits of hemp has proven to be a challenge. Hemp is rich in healthy fatty acids, protein, and is naturally gluten-free, attributes that are appealing to health-conscious Americans seeking to eliminate sugars, trans fats, and artificial additives from their diets.
To enhance the acceptance of hemp-infused products, increased consumer exposure is essential. If hemp demonstrates efficacy in improving gut health, as Phivida has claimed, this could further stimulate consumer interest. However, it remains uncertain whether bottled iced tea serves as the optimal introduction to CBD’s alleged health benefits. Phivida has announced that its new products will be available both online and through distributors in the U.S. and Japan, but evaluating sales performance will take time. The company highlighted that its new beverage is vegan, non-GMO, soy-free, gluten-free, quality and safety tested, and produced in the U.S. following Good Manufacturing Practice standards. If these trendy features resonate with consumers and the health claims are substantiated, Phivida may achieve a successful product launch, potentially attracting the attention of major beverage companies such as 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 includes hemp seeds along with other superfood ingredients. Although anecdotal evidence suggests a “very positive” reception for this product, as reported by spokesperson Kris Patton, she refrained from discussing any plans for further hemp-related food innovations. “We don’t talk about future product innovation,” Patton stated to Food Dive.
Large food manufacturers have been slow to incorporate hemp into their offerings, resulting in the majority of hemp-related sales being driven by smaller companies. However, as more participants enter the market—bringing greater attention to this emerging industry—and as new products like hemp-infused iced tea become available in retail, the landscape could change rapidly. Furthermore, the inclusion of nutrients such as calcium citrate, zinc, and magnesium in hemp products could enhance their appeal, especially to consumers focused on health and nutrition. As awareness of these benefits grows, the demand for hemp-infused foods may increase, potentially leading to a broader acceptance of hemp across various food categories.