Drinking Green: How Green Supplements are Becoming a Food Staple
January 26, 2023
Increasingly sedentary lifestyles in North America and a culture built around desktop work can come with a heavy price.
That price is our health. In the year 2022, a staggering 1 billion people were classified as obese worldwide. This amounts to nearly 14% of the global population. Approximately, 422 million people worldwide have diabetes, with the majority living in low- and middle-income countries.
However, not all is negative. More Millennials and Gen Zs are looking to improve their lifestyle habits, especially in countries with higher incomes. Gen Zs seem to take charge, as their early twenties are marked by the tailwinds of the pandemic, and economic-political turmoil. In fact, 72% of Gen Zs report that they view healthy eating as an integral part of their physical and mental health. They are also more likely than any cohort to have gone to therapy for psychological or mental problems. The core factors of consideration when it comes to Gen Z buying habits comes down three simple words: ethical, sustainable, and authentic. It is reported that 73% of Gen Z are willing to pay more for sustainable products.
With technology permeating almost all aspect of life and work, consumers are looking for products that fit their lifestyle needs and health goals. The convenience of the nearest fast-food restaurant is replaced by the convenience of a little green powder and a water bottle.
Superfood or green powders have taken the natural health industry by a storm, especially amidst the pandemic. Green supplement powders are comprised of dehydrated vegetables, fruits, or grasses that deliver the daily worth of vitamins and minerals for the body. Many of these green supplements claim to help with detoxification, increasing digestion efficiency, bone and mineral loss, immunity, and reducing inflammation.
According to Grandview Research, the global superfood powders market size was valued at USD 6.14 billion in 2021 and is expected to expand at a CAGR of 7.2% from 2022 to 2030. The powdered superfood segment is the strongest, expected to grow at CAGR of 8.1% from 2022 to 2030.
Here are some notable insights about the green supplement market, including demographics, segmentation, and key players.
Green supplements refer to a product that is exclusively made from dehydrated plants. The most common forms are powers and capsules. Common ingredients include wheatgrass, spirulina, chlorella, kelp, pineapple, kale, beets, green tea leaves and extracts, probiotics, and digestive enzymes. Green powders are usually rich in calcium, vitamin D, folic acid, omega 3 fatty acids, zinc, copper, and lutein.
The growing popularity of green supplements will follow the rising awareness of preventative health care. As well, there is an increased desire for weight loss for either health or aesthetic motivations across all age groups, with Millennials leading the pack. Millennials tend to be more conscious about their appearances and are likely to spend more time and money on fitness and health supplements.
Key Points about Green Supplements
- Green supplement market likely to reach US $563.3 million in 2022 (Future Market Insights)
- Green supplement market is set to surpass US $818 million by 2032 (Future Market Insights)
- Powder segment is expected to grow at 1% CAGR during the forecast period (2022-2032)
- Rise of veganism will bolster the growth of the green supplement market during the forecast period.
- North America holds the greatest market share, at 34%, for green supplements
- Demand for green supplements in Europe is expected to grow at 3.8% CAGR between 2022 and 2032
- India currently has a green supplement market share of around 5.0% in the South Asian market.
- Asia Pacific estimated to be the fastest growing market in the forecast period, with key countries being China, India, and Japan.
- The UK is expected to grow at CAGR of 3.9% over the next ten years.
- US green supplement market expected to reach valuation of US 345 Bn in 2022.
There is a surge in demand for grass-based supplements, with barley grass being the primary grass ingredient used in many supplements. Other popular grasses include alfalfa, wheat grass and oat grass. As grass products evolve, new brands will capitalize on the opportunity to introduce unique health products containing grass ingredients to consumers.
Grasses are further broken down into four segments.
- Fermented greens
- Marine sources
- Grasses sourced
The following companies own most of the market share in terms of green supplement products.
- Athletic Greens
- Garden of Life
- Macrolife Naturals
- Naturo Science
- Vibrant Health
- Greens First-Wellness Watchers Global
Sales Channel-Based Insights
The offline segment is by far the highest sales avenue for the global greens supplement market. This is primarily attributed to the increased swiftness and ease of making purchases online, and the availability of various payment systems.
Other contributing factors to growth
Green products tend to do well in urban regions and in areas where there is a higher level of disposable income. Superfoods are gaining popularity across the globe, specifically in the U.S., Canada, Germany, and France. There is a growing preference for organic and natural dietary products, and especially higher demand for high nutrient and functional beverages. Post-pandemic, more consumers are more cognizant of their health and will choose products that will support their immune system, weight loss, and cardiovascular health.
Product Spotlight: Domatcha
A Japan-originating superfood that’s been incessantly popularized in North America is a fine, green tea leaf-based powder, matcha.
Domatcha was the first company to bring authentic, Japanese-grown matcha to North America. Priding themselves in authenticity, pureness, and history, they are partnered with 16th generation tea master from the Handa-clan, as well as one of the oldest and most reputable tea producers from Japan. The result is a consistent and high-quality matcha that can be consumed as a tea or to give a robust flavor to mixed beverages and culinary delights. Domatcha offers a full line of Ceremonial matcha, Summer Harvest matcha, and Master’s Choice matcha that is full of powerful antioxidants and micronutrients like catechins, polyphenols, chlorophyll, vitamin C, and L-theanine, making it a perfect complement to one’s healthy living plan.
The greens supplement market is anticipated to grow at a steady pace in the forecast period. It’s reflective of the changing culture and mindset pertaining to health, a part of it being more conscious amongst Gen Z and Millennial cohorts about mental and physical well-being given the repercussions from Covid-19. Convenience and value also play a role in buying decisions, as green powders and supplements promise to deliver a significant amount of nutrient value in one single serving per day. We are likely to see more brands emerge in this expanding market, which makes innovation and high-quality sourcing paramount to compete for consumer interests.