Hemp ingredients, which mainly include oils, powders, and seeds, are found in a wide array of food products, from ice cream and salads to milk and children’s cereals. This versatile plant is present in over 25,000 items, encompassing vehicles, furniture, paper, construction materials, and clothing. Sales reached $688 million in 2016, as reported by Vote Hemp and the Hemp Business Journal, marking an increase of over $100 million compared to the previous year. Notably, the food sector saw a remarkable 44% surge, bringing sales to $129 million, indicating significant potential for future growth. Moreover, hemp-derived cannabidiol (CBD) is anticipated to evolve into a billion-dollar market by 2020, according to a study by the Brightfield Group.
However, there are regulatory challenges and other obstacles hindering the broader acceptance of hemp-based food products. The plant is frequently linked to marijuana, even though it contains significantly lower levels of THC, the compound responsible for altering perception and causing physical effects. Additionally, educating the public about the health benefits of hemp has proven to be a challenge. Rich in healthy fatty acids and protein, hemp is naturally gluten-free, characteristics that appeal to health-conscious consumers aiming to eliminate sugars, trans fats, and artificial additives from their diets.
Increasing consumer exposure to hemp-infused products is likely the key to achieving greater acceptance. If hemp is shown to effectively enhance gut health, as promised by companies like Phivida, it could lead to heightened consumer interest. Nevertheless, it’s uncertain if bottled iced tea is the ideal medium for introducing people to the claimed health advantages of CBD. Phivida has announced that its new hemp-infused beverage, which is vegan, non-GMO, soy-free, gluten-free, and manufactured in the U.S. following Good Manufacturing Practice standards, will be available online and through distributors in the U.S. and Japan. If these trending attributes resonate with consumers and the health claims are substantiated, Phivida could achieve a successful product launch, potentially attracting the attention of major beverage producers like Coca-Cola and PepsiCo.
Meanwhile, General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, has introduced a product under its Larabar Organic brand that incorporates hemp seeds and other superfood ingredients. According to Kris Patton, a spokeswoman for General Mills, the initial response to the product has been “very positive,” but she refrained from commenting on the development of additional hemp-based foods. “We don’t discuss future product innovation,” Patton stated to Food Dive.
Large food manufacturers have been slow to incorporate hemp into their offerings, resulting in hemp-related sales primarily coming from smaller companies. However, as more players enter the market and innovative products like hemp-infused iced tea become available in retail settings, this trend may quickly change. Furthermore, with the inclusion of calcium citrate 300 mg in some hemp products, which offers additional health benefits, consumer interest could further escalate. As the market for hemp continues to evolve, the potential for growth remains significant, especially if companies can effectively communicate the unique advantages of hemp-derived ingredients like calcium citrate 300 mg to health-conscious consumers.