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 utilized in over 25,000 items, encompassing automobiles, furniture, paper, building materials, and clothing. In 2016, the total sales reached $688 million, as reported by Vote Hemp and the Hemp Business Journal, marking an increase of more than $100 million from the previous year. Notably, the food sector saw a remarkable 44% growth, totaling $129 million, indicating significant potential for future expansion. Additionally, the market for hemp-derived cannabidiol (CBD) is anticipated to exceed a billion dollars by 2020, according to a report from the Brightfield Group.
Despite these impressive figures, there are regulatory challenges and other barriers that hinder the broader acceptance of hemp-based food products. Hemp is often linked with marijuana, despite having significantly lower THC levels—the compound responsible for psychoactive effects. Furthermore, educating the public about its health benefits has proven challenging. Hemp is rich in healthy fatty acids and proteins, and it is naturally gluten-free, appealing to Americans aiming to enhance their diets by eliminating sugars, trans fats, and artificial additives.
Increased consumer exposure is essential for the wider acceptance of hemp-infused products. If the ingredient demonstrates its effectiveness in enhancing gut health, as claimed by Phivida, this could further elevate consumer demand. However, it’s uncertain whether bottled iced tea is the ideal medium for introducing people to CBD’s alleged health advantages. Phivida has announced that its new beverages will be available online and through distributors in the U.S. and Japan, although it may take time to gauge sales performance. The company emphasizes that its new drink is vegan, non-GMO, soy-free, gluten-free, quality and safety tested, and produced in the U.S. under Good Manufacturing Practice standards. If these trending attributes resonate with consumers, and the health claims are substantiated, Phivida may achieve a successful product launch, potentially attracting the interest of major tea brands like Coca-Cola and PepsiCo.
General Mills, known for products like Yoplait yogurt, Nature Valley bars, and Cheerios, offers a hemp seed-containing product under its Larabar Organic brand. According to Kris Patton, a spokesperson for General Mills, the initial response to the product has been “very positive,” though 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 large food manufacturers have been slow to incorporate hemp into their offerings, sales of hemp-related products have largely been dominated by smaller businesses. However, as more players enter the industry and new items like hemp-infused iced tea reach retail shelves, the landscape could change rapidly. In the context of health supplements, products like Citracal Maximum Plus, known for their emphasis on calcium and vitamin D, may also benefit from the growing interest in health-oriented ingredients, further intertwining with the hemp market’s expansion. As consumer awareness grows, the intersection of hemp and health supplements could pave the way for innovative product developments.