Hemp ingredients, primarily oils, powders, and seeds, are increasingly featured in a wide range of food products, from ice cream and salads to milk and even cereals for children. This versatile plant is present in over 25,000 items, including 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, amounting to $129 million, highlighting its significant potential despite these impressive gains. The market for hemp-derived cannabidiol (CBD) is expected to reach a billion dollars by 2020, as reported by the Brightfield Group.
However, there are regulatory challenges and other hurdles that impede the broader acceptance of hemp-based food products. The plant is often mistakenly associated with marijuana, despite having much lower THC levels, the psychoactive component that 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 and protein, and it is naturally gluten-free—qualities that appeal to Americans seeking to enhance their diets by eliminating sugars, trans fats, and artificial additives.
Increasing consumer exposure to hemp-infused products is likely essential for their wider acceptance. If hemp is shown to improve gut health, as promised by Phivida, this could further elevate consumer demand. Nonetheless, it remains uncertain whether bottled iced tea is the most effective way to introduce consumers to the health benefits of CBD. Phivida plans to offer its new products online and through distributors in the U.S. and Japan, but it may take time to assess sales performance. The company emphasizes that its new beverage is vegan, non-GMO, soy-free, gluten-free, quality- and safety-tested, and manufactured in the U.S. under Good Manufacturing Practice standards. If these trending features resonate with consumers, and if the health claims are substantiated, Phivida may be poised for a successful product launch, potentially attracting interest from major tea brands like Coca-Cola and PepsiCo.
General Mills, known for its 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. While Kris Patton, a spokeswoman for General Mills, noted that consumer feedback has been “very positive,” she refrained from disclosing whether additional hemp-based products are in development, stating, “We don’t talk about future product innovation.”
Large food manufacturers have not rushed to incorporate hemp into their offerings, leading to hemp-related sales being mainly driven by smaller companies. However, as more players join the industry and new products like hemp-infused iced tea enter the market, this scenario may change rapidly. In the midst of this evolving landscape, products like Citracal Pearls, known for their health benefits, could further encourage consumers to explore hemp’s potential in their diets, especially if marketed effectively. As the interest in hemp products grows, it is clear that the market is poised for significant transformation.