Ingredient Focus – Hemp in packaged food and beverages

March 2018

Executive summary

  • Hemp is becoming widely recognized as a superfood with its high nutritious content of protein, vitamins, minerals, fibre, and fatty acids.
  • From January 2008 to November 2017, there were 452 products using hemp as an ingredient launched in the world.
  • Most hemp-containing products were launched in the food category with 293 products launches, 141 in the drinks category, and 18 in the pet foods category.
  • Europe saw the most hemp-containing product launches in the world, with a total of 273 products.
  • Over 54.7% of hemp-containing products launched used hemp protein as an ingredient.

Contents

Introduction

According to Euromonitor, hemp is widely becoming recognized as a superfood with its high nutritious content of protein, vitamins, minerals, fibre, and fatty acids. It is a plant-based ingredient that is a nutritious source for omega and protein. Hemp can be eaten raw or be used as a functional ingredient in packaged foods and beverages. Hemp ingredients such as hemp seeds are considered to have the ideal ratio of essential fatty acids, Omega-6 and Omega-3, required for the human body. They can be eaten raw and hemp seeds and their valuable oil can also be integrated into bread, cakes, biscuits, breakfast cereals, pasta, cakes, dairy products, and juices. They are an ideal ingredient for a superfood snack (Euromonitor, 2015).

The rising incidence of people suffering from food allergies and intolerances is creating opportunities for manufacturers of hemp foods (Euromonitor, 2008). Dairy-free is a growing trend, and increasingly consumers are also trying to avoid soy. Hemp provides a highly nutritious alternative for these consumer groups, as hemp can be processed into a milk substance.

Hemp product launch analysis

From January 2008 to November 2017, there were 452 launches of products containing hemp around the world. Most of these occurred in the food category with 293 products launches, 141 product launches were in the drinks category, and 18 were in the pets category. Over 88% of hemp-containing products launched were new product introductions, while 12% were relaunches. Of the products that were new introductions, 28% were a range/variety extension to an existing product line/brand.

The European region experienced the most hemp-containing product launches in the world during the ten year review period, with a total of 273 products, and 78.8% of products launched were in the food category. North America had the second-largest launches of hemp-containing products with a total of 148 products. Together, these regions made up 93% of hemp-containing product launches.

Hemp-containing product launches by year, from 2008 to 2017*
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2008 5
2009 8
2010 12
2011 20
2012 15
2013 45
2014 33
2015 83
2016 126
2017 105

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

Hemp-containing product launches by launched type, from 2008 to 2017*
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New product 271
New variety/range extension 125
New packaging 29
Relaunch 20
New formulation 7

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

Hemp-containing products launched by region and category, from 2008 to 2017*
Region Food Drinks Pet food Total products by region
Total products by category 293 141 18 452
1. Europe 215 41 17 273
2. North America 61 86 1 148
3. Latin America 11 2 0 13
4. Middle East and Africa 4 8 0 12
5. Asia Pacific 4 2 0 6

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

Top ten countries to launch hemp-containing products from 2008 to 2017*
Country 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Total products launched
1. USA 2 2 6 8 4 26 12 15 19 13 107
2. Germany 0 0 2 1 2 7 2 13 30 23 80
3. UK 0 2 1 2 1 2 1 5 17 12 43
4. Canada 2 1 0 2 3 3 0 12 5 13 41
5. Finland 0 0 2 4 3 1 6 7 2 0 25
6. Czech Republic 0 0 0 0 0 2 4 5 6 7 24
7. France 0 1 0 0 0 1 0 4 10 7 23
8. Mexico 0 0 0 0 0 0 0 1 10 2 13
9. South Africa 0 0 0 0 0 1 1 1 7 2 12
10. Netherlands 0 0 0 1 1 0 1 4 0 3 10

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

Product launch by hemp ingredients

Over half of the hemp-containing products launched used hemp protein as an ingredient. The subcategories with the most of hemp protein were snack/cereal/energy bars (105 products), meal replacements and other drinks (87), beverage mixes (18), and cold cereals (11). Other hemp ingredients used were hemp seed oil, hemp flour, and hemp juice.

Hemp ingredients used in products launched in the world, from 2008 to 2017*
Ingredient Number of products
Hemp protein 247
Hemp seed oil 111
Hemp flour 43
Hemp juice 18
Dogbane 13
Hemp seed milk 12
Hemp seed extract 11
Hemp tofu 3

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

Hemp ingredients and their use by subcategory, from 2008 to 2017*
Ingredient Subcategory Number of products
Hemp protein Snack/cereal/energy bars 105
Meal replacements and other drinks 87
Beverage mixes 18
Cold cereals 11
Sweet biscuits/cookies 3
Baking ingredients and mixes 5
Pasta 1
Plant based ice cream and frozen yogurt (dairy alternatives) 2
Chocolate tablets 1
Juice 1
Malt & other hot beverages 3
Meat substitutes 2
Beverage concentrates 1
Hot cereals 1
Fruit 1
Fruit snack 1
Fruit/flavoured still drinks 3
Hemp seed oil Snack/cereal/energy bars 4
Oils 34
Plant based drinks (dairy alternatives) 17
Cold cereals 2
Dressings and vinegar 8
Dog food wet 5
Pasta sauces 6
Savory vegetable pastes/spreads 6
Chocolate tablets 3
Dog snacks and treats 4
Cat snacks and treats 4
Cat food wet 3
Chocolate spreads 3
Nut spreads 3
Flavoured water 2
Mayonnaise 2
Juice 1
Other baby food 1
Margarine and other blends 1
Dips 1
Sweet biscuits/cookies 1
Hemp flour Snack/cereal/energy bars 7
Cold cereals 3
Sweet biscuits/cookies 8
Pasta 7
Dog food wet 2
Bread and bread products 6
Savoury biscuits/crackers 2
Cakes, pastries and sweet goods 2
Wheat and other grain-based snacks 1
Baking ingredients and mixes 5
Hemp juice Plant based drinks (dairy alternatives) 1
Chilled desserts 15
Plant based spoonable yogurts (dairy alternatives) 2
Dogbane Snack/cereal/energy bars 1
Energy drinks 1
Ready-to-drink (iced) tea 1
Tea 6
Chocolate tablets 1
Beverage concentrates 1
Carbonated soft drinks 1
Coffee 1
Hemp seed milk Meal replacements and other drinks 2
Plant based drinks (dairy alternatives) 1
Ready-to-drink (iced) tea 2
Plant based ice cream and frozen yogurt (dairy alternatives) 7
Hemp seed extract Energy drinks 7
Ready-to-drink (iced) tea 3
Beverage concentrates 1
Hemp tofu Savoury vegetable pastes/spreads 3

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

Product launch by category

Hemp-containing products launched by category, from 2008 to 2017*
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Food 65%
Drink 31%
Pet food 4%

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

Food

From January 2008 to November 2017, 293 food products containing hemp ingredients were launched in the world. This category represented 65% of the total hemp-containing product launched in the ten year review period (2008 to 2017).

The subcategories likely to have hemp were snacks (such as energy bars) with a total of 118 products, followed by sauces and seasonings, bakery, desserts and ice cream, and dairy. The food category experienced a 40% growth rate from 2008 to 2017, with an average of 8 products per year between 2008 to 2012 to an average of 50 products per year between 2013 to 2017.

Top five food subcategories for hemp-containing products launched, from 2008 to 2017*
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Snacks 48%
Sauces and seasonings 20%
Bakery 13%
Desserts and ice cream 10%
Dairy 9%

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

Breakdown of hemp-containing product launches by food subcategory from 2008 to 2017*
Subcategory 1 Subcategory 2 Number of products
Snacks - 118 Snack/cereal/energy bars 116
Fruit snacks 1
Wheat and other grain-based snacks 1
Sauces and seasonings - 50 Oils 34
Dressings and vinegar 8
Pasta sauces 6
Mayonnaise 2
Bakery - 31 Sweet biscuits/cookies 11
Baking ingredients and mixes 10
Bread and bread products 6
Savoury biscuits/crackers 2
Cakes, pastries and sweet goods 2
Desserts and ice cream - 25 Chilled desserts 15
Plant based ice cream and frozen yogurt (dairy alternatives) 9
Shelf-stable desserts 1
Dairy - 22 Plant based drinks (dairy alternatives) 19
Plant based spoonable yogurts (dairy alternatives) 2
Margarine and other blends 1
Other - 47 Cold cereals 16
Pasta 8
Savoury vegetable pastes/spreads 6
Chocolate tablets 5
Chocolate spreads 3
Other 9

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

Drink

From January 2008 to November 2017, 141 drink products containing hemp were launched in the world. The drink category represented 31% of the hemp-containing product launches. The top drink subcategories likely to have hemp were meal replacements and other drinks, hot beverages such as tea, and energy drinks. The drink category experienced a 49% growth rate increase from 2008 to 2017, with an average of 4 product launches per year in the first half of the review period (2008 to 2012) to 24 product launches per year in the final years of the review period from 2013 to 2017.

Top five drink subcategories for hemp-containing products launched, from 2008 to 2017*
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Other beverages 79%
Hot beverages 7%
Sports and energy drinks 6%
Ready-to-drinks 4%
Juice drinks 4%

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

Breakdown of hemp-containing product launches by food subcategory from 2008 to 2017*
Subcategory 1 Subcategory 2 Number of products
Other beverages** - 109 Meal replacements and other drinks 89
Beverage mixes 18
Beverage concentrates 2
Hot beverages - 10 Tea 6
Malt and other hot beverages 3
Coffee 1
Sports and energy drinks - 8 Energy drinks 8
Ready- to- drinks - 6 Ready to drink (iced) tea 6
Juice drinks - 5 Fruit/flavoured still drinks 3
Juice 2
Water - 2 Flavoured water 2
Carbonated soft drinks - 1 Carbonated soft drinks 1

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

**Other beverages: includes beverage concentrates, beverage mixes, meal replacements, and other drinks (e.g. nutritional supplements, vinegar drinks, and kombucha).

Pet food

From January 2008 to November 2017, 18 pet food products containing hemp were launched in the world. Most of these product launches occurred in Germany, the United Kingdom, and the Czech Republic. The wet dog food subcategory witnessed the most product launches containing hemp which made up 39% of pet food launches. Followed by cat snacks and treats with a 22% representation. During the review period, there was an average of 4 product launches per year.

Pet food subcategories for hemp-containing products launched, from 2008 to 2017*
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Wet dog food 39%
Cat snacks & treats 22%
Dog snacks & treats 22%
Wet cat food 17%

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

Product launch by region

Hemp-containing product launches and health and wellness sales by regions
Region Hemp-containing product launches (2008 to 2017*) Health and wellness retail sales (2017E)** Health and wellness retail sales CAGR (2013-2017)
World 452 712,921.7 4.39
Europe 273 188,268.5 5.70
North America 148 186,042.1 3.17
Latin America 13 72,717.9 1.56
Middle East and Africa 12 29,725.5 10.48
Asia Pacific 6 236,167.7 8.71

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

**Note: Value is in US$ millions.

E: Estimate.

CAGR: Compound annual growth rate.

Europe

Product launches by year in Europe, from 2008 to 2017*
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2008 0
2009 5
2010 5
2011 9
2012 8
2013 15
2014 19
2015 54
2016 84
2017 74

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

The European region is the most dynamic region for hemp-containing products. During the ten-year review period (2008 to 2017), the region launched the most hemp-containing products in the world and experienced the second-highest retail sales for health and wellness products in the world.

From 2008 to 2017, there were 273 hemp-containing products launched in the region, which accounted for 60.4% of the hemp-containing products launched in the world. Most of the product launches were new introductions, while 9.2% were relaunches. The last three years of the review period made up 78% of the product launches from 2008 to 2017. This indicates a growing trend for functional ingredients that contain nutritious elements.

The retail sales of health and wellness packaged foods and beverages in Europe are estimated to be worth US$188.3 billion in 2017. The sector saw a compound annual growth rate of 3.2% from 2013 to 2017 and accounted for 26.4% of the world’s retail sales of health and wellness products. Retail sales in Western Europe, are up 83.2% of the region’s retail sales, while those in Eastern Europe made up 16.8% of the health and wellness sector.

The countries to report the most retail sales of health and wellness products in 2017 are Germany, the United Kingdom, and France. Together these countries made up 45% of the region’s overall health and wellness retail sales. In addition, they were a part of the top ten countries in the region to launch the most hemp containing products, with 80 hemp-containing products launched in Germany, 36 products in the United Kingdom, and 23 products in France from 2008 to 2017.

In 2022, the region’s forecasted retail sale of health and wellness products is expected to rise to US$233.5 billion, at a compound annual growth rate of 4.4% from 2018 to 2022.

Retail sales of Europe’s top ten health and wellness markets in 2017E, US$ millions
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Germany 27,747
United Kingdom 27,255
France 21,239
Italy 16,246
Spain 15,104
Russia 14,890
Netherlands 7,011
Turkey 6,055
Poland 5,696
Sweden 4,913

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

E: Estimate.

Top European markets with the most hemp-containing product launches, from 2008 to 2017*
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Germany 80
UK 43
Finland 25
Czech Republic 24
France 23
Netherlands 10
Denmark 9
Italy 9
Norway 7
Spain 6

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

Top three health and wellness retail markets and their top three hemp-containing product launch subcategories, from 2008 to 2017*
Country Top three subcategory Number of products
Germany Snack/cereal/energy bars 22
Meal replacements & other drinks 10
Chilled desserts 6
UK Snack/cereal/energy bars 21
Wet dog food 5
Meal replacements & other drinks 3
France Chilled desserts 4
Plant based drinks (dairy alternatives) 4
Snack/cereal/energy bars 3

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

Historical retail sales of health and wellness products by category in Europe in US$ millions, from 2013 to 2017E
Categories 2013 2014 2015 2016 2017E CAGR* % 2013-2017
Health and wellness by type 166,142.3 170,703.1 175,874.5 181,435.7 188,268.4 3.17
Better for you 45,003.1 45,522.5 45,361.8 45,231.8 45,763.6 0.42
Fortified/functional 36,955.6 37,444.2 37,960.9 38,350.3 39,208.0 1.49
Free from 6,063.5 6,703.8 7,602.6 8,558.7 9,541.5 12.00
Naturally healthy 65,664.0 67,764.8 70,866.2 74,239.5 77,738.6 4.31
Organic 12,456.0 13,267.9 14,083.1 15,055.4 16,016.8 6.49

Source: Mintel & Euromonitor, 2017.

Note: Partial data available from January to mid November 2017.

E: Estimate.

*CAGR: Compound annual growth rate.

Forecasted retail sales of health and wellness products by category in Europe in US$ millions, from 2018 to 2022
Categories 2018 2019 2020 2021 2022 CAGR* % 2018-2022
Health and wellness by type 196,395.4 204,858.2 213,819.9 223,296.8 233,468.5 4.42
Better for you 46,626.9 47,527.8 48,514.5 49,605.2 50,767.7 2.15
Fortified/functional 40,420.8 41,765.9 43,247.7 44,852.8 46,641.4 3.64
Free from 10,636.6 11,794.0 12,975.7 14,203.7 15,504.7 9.88
Naturally healthy 81,620.9 85,593.9 89,799.3 94,252.3 99,048.6 4.96
Organic 17,090.3 18,176.7 19,282.7 20,382.8 21,506.1 5.91

Source: Mintel & Euromonitor, 2017.

*CAGR: Compound annual growth rate.

North America

Product launches by year in North America, from 2008 to 2017*
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2008 4
2009 3
2010 6
2011 10
2012 7
2013 29
2014 12
2015 27
2016 24
2017 26

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

The North American region is the second-largest to see the most hemp-containing products launched and the third-largest retail sales market for health and wellness products. From 2008 to 2017, there were 148 product launches, most of which were new product introductions.

In 2017, North America's health and wellness sector estimated retail sales amounted to US$186 billion at a compound annual growth rate of 1.6% (2013 to 2017). The region’s health and wellness sales made up 26.1% of the world’s health and wellness sales. Retail sales are expected to increase to US$210 billion by 2022, at a compound annual growth rate of 2.3% from 2018 to 2022.

Fortified and functional foods and beverages (with added health ingredients) represented 34.5% of the health and wellness sales in 2017, followed by naturally healthy products which represented 26.1% of the health and wellness sales in North America. The dominance of these two health and wellness types, indicates a preference for food and beverages that contain ingredients that provides health benefits beyond the product’s basic nutritional value, rather than other health and wellness types such as free from.

Within the region, the United States saw the most hemp-containing product launches and reported the most retail sales of health and wellness products worth US$168.1 billion, which made up 23.6% of the worlds retail sales. The top subcategories to likely see hemp-containing products launched were meal replacements and other drinks, snacks/cereals/energy bars, and beverage mixes. Of the products that indicated an import status, 9% of the hemp-containing products launched in the United States were imported from Canada such as Vega’s Tropical Tango Protein Smoothie, Nutiva’s Hemp Protein Organic Superfood, and Manitoba Harvest’s Mixed Berry Flavor Hemp Protein Smoothie Drink Mix.

In Canada, there were 41 hemp-containing products launched during the ten year review period from 2008 to 2017. In 2017, Canada is estimated to reach a US$18 billion in health and wellness retail sales at a compound annual growth rate of 2.5% from 2013 to 2017. During the review period, Canada imported three of the hemp-containing products from the United States which are Vegan Way Nutrition’s Vanilla All in One Nutritional Shake, Sequel Naturals’ Chocolate Flavoured Shake, and Sequel Naturals’ Vanilla Flavoured Protein Shake.

Retail sales by North American countries in 2017E, US$ millions
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USA 168,037
Canada 18,005

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

E: Estimate.

North America’s Country breakdown of hemp-containing product launches, from 2008 to 2017*
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USA 107
Canada 41

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

Health and wellness retail markets and their top three hemp-containing product launch subcategories, from 2008 to 2017*
Country Top three subcategory Number of products
United States Meal replacements and other drinks 41
Snack/cereal/energy bars 21
Beverage mixes 9
Canada Meal replacements and other drinks 21
Snack/cereal/energy bars 5
Beverage mixes 3

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

Historical retail sales of health and wellness products by type in North America in US$ millions, from 2013 to 2017E
Categories 2013 2014 2015 2016 2017E CAGR* % 2013-2017
Health and wellness by type 174,873.3 177,522.7 181,025.3 182,653.2 186,042.1 1.56
Fortified/functional 60,833.6 61,850.8 62,649.9 62,714.1 64,128.1 1.33
Naturally healthy 44,499.3 45,160.7 45,928.5 47,156.1 48,618.1 2.24
Better for you 48,758.1 47,993.8 47,091.4 45,634.9 44,641.4 -2.18
Organic 13,661.0 14,882.8 15,993.7 17,100.4 18,211.6 7.45
Free from 7,121.3 7,634.6 9,361.8 10,047.7 10,443.0 10.04

Source: Mintel & Euromonitor, 2017.

Note: Partial data available from January to mid November 2017.

E: Estimate.

*CAGR: Compound annual growth rate.

Forecast retail sales of health and wellness products by type in North America in US$ millions, From 2018 to 2022
Categories 2018 2019 2020 2021 2022 CAGR* % 2018-2022
Health and wellness by type 191,475.2 197,434.3 203,728.8 203,599.3 209,972.1 2.33
Fortified/functional 66,314.8 68,591.3 70,919.1 73,236.4 75,916.9 3.44
Naturally healthy 50,228.5 51,869.1 53,509.0 55,019.6 56,614.0 3.04
Better for you 44,335.5 44,346.3 44,630.9 40,690.4 40,820.0 -2.04
Organic 19,619.0 21,064.0 22,507.4 21,896.4 23,254.3 4.34
Free from 10,977.3 11,563.7 12,162.3 12,756.5 13,367.0 5.05

Source: Mintel & Euromonitor, 2017.

Note: Partial data available from January to mid November 2017.

*CAGR: Compound annual growth rate.

Latin America

Product launches by year in Latin America, from 2008 to 2017*
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2008 0
2009 0
2010 0
2011 0
2012 0
2013 0
2014 0
2015 1
2016 10
2017 2

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

Latin America ranks third in terms of the most hemp-containing products launched in the world. However, this region was ranked fourth in the world based on retail sales of health and wellness products.

From 2008 to 2017, there were 13 hemp-containing products launched, most of which were new products and range/variety extensions. All of these were launched in Mexico within the last three years of the review period. Mexico imported 8 hemp-containing products from the United States and 1 from Canada. The imported products from the United States were: Hemp Health’s Mango and Macadamia Bar, Vigilant Eats USA’s Sweet Potato, Rosemary & Thyme Oat Cereal, and Be Hemp’s Maca Double Chocolate Cereal. The product imported from Canada came was Just Hemp Foods’ Help Seed Oil.

The retail sales of hemp-containing products in the region were worth US$72.7 billion in 2017 and witnessed the highest compound annual growth rate of 10.5% from 2013 to 2017. Latin America accounted for 10.2% of the world’s retail sales of health and wellness products. In 2021, the region’s forecasted retail sales are expected to reach US$108.6 billion at a compound annual growth rate of 8.3% from 2018 to 2022.

Retail sales of Latin America’s top ten health and wellness markets in 2017E, US$ millions
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Brazil 28,320
Mexico 16,939
Argentina 7,748
Colombia 3,733
Chile 3,303
Paraguay 2,075
Venezuela 1,862
Peru 1,805
Puerto Rico 1,544
Ecuador 1,299

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

E: Estimate.

Mexico’s top three hemp-containing product launch subcategories, from 2008 to 2017*
Top three subcategory Number of products
Snack/cereal/energy bars 5
Cold cereals 4
Meal replacements & other drinks 2

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

Historical retail sales of health and wellness products by type in Latin America in US$ millions, From 2013 to 2017E
Categories 2013 2014 2015 2016 2017E CAGR* % 2013-2017
Health and wellness by type 48,816.4 54,328.5 59,445.5 65,525.7 72,717.9 10.48
Fortified/functional 21,644.8 23,916.7 25,491.0 27,036.6 29,577.3 8.12
Naturally healthy 13,442.5 15,275.0 17,279.1 19,370.3 21,722.6 12.75
Better for you 11,934.8 13,049.8 14,270.7 16,358.0 18,266.8 11.23
Free from 1,386.8 1,641.1 1,933.0 2,235.6 2,570.3 16.68
Organic 407.5 445.9 471.8 525.3 580.8 9.26

Source: Mintel & Euromonitor, 2017.

E: Estimate.

CAGR: Compound annual growth rate.

Forecast retail sales of health and wellness products by type in Latin America in US$ millions, From 2018 to 2022
Categories 2018 2019 2020 2021 2022 CAGR* % 2018-2022
Health and wellness by type 78,885.4 85,658.1 92,813.1 100,386.2 108,630.9 8.33
Fortified/functional 31,486.9 33,610.9 35,916.0 38,497.1 41,324.1 7.03
Naturally healthy 23,694.5 25,898.4 28,174.4 30,552.6 33,134.3 8.74
Better for you 20,142.9 22,146.1 24,239.5 26,352.7 28,603.0 9.16
Free from 2,917.9 3,288.5 3,686.4 4,108.4 4,575.2 11.90
Organic 643.3 714.3 796.7 875.3 994.2 11.50

Source: Euromonitor, 2017.

CAGR: Compound annual growth rate.

Middle East and Africa

Product launches by year in Middle East and Africa, from 2008 to 2017*
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2008 0
2009 0
2010 0
2011 0
2012 0
2013 1
2014 1
2015 1
2016 7
2017 2

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

From 2008 to 2017, the Middle East and Africa saw 12 hemp-containing product launches, most of which occurred in the last five years of the ten-year review period. The retail sales of health and wellness products in this region was worth US$29.7 billion in 2017, with a compound annual growth rate of 8.7% from 2013 to 2017. The region is expected to see high retail sales growth with a compound annual growth rate of 10.1% from 2018 to 2022, with retail sales forecasted to reach US$52.4 billion by 2022.

Retail sales of Middle East & Africa top ten health and wellness markets in 2017E, US$ millions
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Saudi Arabia 4,998
South Africa 4,980
Israel 2,863
United Arab Emirates 1,736
Morocco 1,592
Iraq 1,257
Angola 1,029
Syria 1,028
Libya 869
Kuwait 790

Source: Mintel & Euromonitor, 2017.

E: Estimate.

South Africa’s top three hemp-containing product launch subcategories, from 2008 to 2017*
Top three subcategory Number of products
Meal replacements and other drinks 6
Sweet biscuits/cookies 1
Snack/cereal/energy bars 1

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

Historical retail sales of health and wellness by type in Middle East and Africa In US$ millions, from 2013 to 2017E
Categories 2013 2014 2015 2016 2017 CAGR* % 2013-2017
Health and wellness by type 21,285.8 23,032.1 24,876.0 26,822.2 29,725.5 8.71
Naturally healthy 9,918.7 10,879.6 11,804.7 12,787.0 14,439.1 9.84
Fortified/functional 6,199.0 6,567.5 7,035.2 7,528.6 8,197.8 7.24
Better for you 4,445.9 4,765.4 5,104.0 5,441.3 5,895.9 7.31
Free from 468.6 537.4 618.0 716.7 800.9 14.34
Organic 253.7 282.2 314.1 348.6 391.9 11.48

Source: Mintel & Euromonitor, 2017.

E: Estimate.

CAGR: Compound annual growth rate.

Forecast retail sales of health and wellness by type in Middle East and Africa In US$ millions, from 2018 to 2022
Categories 2018 2019 2020 2021 2022 CAGR* % 2018-2022
Health and wellness by type 33,171.4 37,047.2 41,359.9 46,482.6 52,389.5 12.10
Better for you 6,420.1 6,974.0 7,584.4 8,244.3 8,913.7 8.55
Fortified/functional 8,931.8 9,702.9 10,538.1 11,450.8 12,417.5 8.59
Free from 886.6 977.6 1,074.2 1,178.4 1,287.4 9.77
Naturally healthy 16,495.1 18,904.3 21,619.1 25,003.6 29,096.4 15.24
Organic 437.8 488.4 544.1 605.5 674.5 11.41

Source: Mintel & Euromonitor, 2017.

CAGR: Compound annual growth rate.

Asia Pacific

Product launches by year in Asia Pacific, from 2008 to 2017*
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2008 1
2009 0
2010 1
2011 1
2012 0
2013 0
2014 1
2015 0
2016 1
2017 1

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

The Asia Pacific region saw the lowest amount of hemp-containing product launches and the largest in terms of most health and wellness sales in the world. From 2008 to 2017, there were 6 products launched, all of which were new product launches.

The retail sales of health and wellness products amounted to US$236.2 billion in 2017 at a compound annual growth rate of 5.7% from 2013 to 2017. The region's health and wellness sales made up 33% of the world’s retail sales of health and wellness products. Retail sales are forecasted to increase to US$321.3 billion by 2022 at a compound annual growth rate of 6.4% from 2018 to 2022.

China is the second-largest retail market for health and wellness products in the world, after the United States. In 2017, China’s health and wellness retail sales was estimated to reach US$108.4 billion, which made up 15.2% of the world’s health and wellness sales and 45.9% of the Asia Pacific region’s total sales. During the ten year review period from 2008 to 2017, there were two hemp-containing products launched in China. These products were launched in 2010 and 2011, since then, there have not been any new hemp-contacting products launched. China is a dynamic market, with a rising middle-class, creating a great opportunity to launch more hemp-containing products that meet the Chinese market demand for functional/fortified and naturally health foods and beverages.

Retail sales of Asia Pacific’s top ten health and wellness markets in 2017E, US$ millions
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China 108,387
Japan 49,651
India 14,412
Australia 12,494
Indonesia 9,361
South Korea 7,015
Vietnam 5,366
Thailand 5,348
Philippines 4,395
Hong Kong 4,153

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

E: Estimate.

Hemp-containing product launches by year, from 2008 to 2017*
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Hong Kong 2
China 2
Singapore 1
South Korea 1

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

Historical retail sales of health and wellness by type in Asia Pacific in US$ millions, From 2013 to 2017E
Categories 2013 2014 2015 2016 2017E CAGR* % 2013-2017
Health and wellness by type 189,177.6 203,602.0 214,277.1 223,965.0 236,167.7 5.70
Fortified/functional 84,517.6 92,000.7 96,536.1 100,599.7 106,056.1 5.84
Naturally healthy 72,488.4 77,589.5 82,183.4 86,468.2 91,211.3 5.91
Better for you 17,148.7 18,066.8 19,005.9 19,982.2 21,314.3 5.59
Free from 12,446.7 12,821.6 12,911.6 12,786.5 12,879.9 0.86
Organic 2,576.2 3,123.4 3,640.1 4,128.5 4,706.1 16.26

Source: Mintel & Euromonitor, 2017.

E: Estimate.

CAGR: Compound annual growth rate.

Forecasted retail sales of health and wellness products by type in Asia Pacific in US$ millions, From 2018 to 2022
Categories 2018 2019 2020 2021 2022 CAGR* % 2018-2022
Health and wellness by type 250,293.9 265,947.2 283,179.0 301,453.2 321,251.5 6.44
Fortified/functional 112,567.8 119,728.8 127,576.9 135,955.9 145,025.8 6.54
Naturally healthy 96,343.3 101,889.1 107,885.4 114,113.7 120,942.8 5.85
Better for you 22,819.9 24,552.8 26,456.4 28,457.0 30,517.8 7.54
Free from 13,202.2 13,686.4 14,357.5 15,147.9 16,061.6 5.02
Organic 5,360.6 6,090.1 6,902.8 7,778.7 8,703.5 12.88

Source: Mintel & Euromonitor, 2017.

CAGR: Compound annual growth rate.

Product launch by claim

The top claims for hemp-containing products revolve around having no additives/preservatives, followed by reduced sugar, gluten free, vegan, and organic.

Top ten hemp-containing product claims from 2008 to 2017
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Organic 294
Low/No/Reduced Allergen 291
Vegan 283
No Animal Ingredients 279
Gluten Free 258
GMO Free 162
Low/No/Reduced Sugar 141
High/Added Protein 134
No Additives/Preservatives 113
Social Media 89

Source: Mintel & Euromonitor, 2017.

*Note: Partial data available from January to mid November 2017.

Product launch by company

Sequel Naturals launched the most hemp-containing products with a total of 27 products in the review period (2008 to 2017). Over 81.5% of the company’s hemp-containing products were new product introductions and brand variety/extensions, while 18.5% were relaunches. All of the company’s product launches occurred in North America, with 18 product launches in the United States and 9 in Canada. Most of the company’s products were within the other beverages category (with drinks such as protein smoothies and shakes) and the remaining launched in the snack subcategory.

Super Foods launched the second-largest number of hemp-containing products, with a total of 19 products launched in the ten-year review period (2008 to 2017). Super foods products launched were entirely new product introductions. The company products were launched in the United Kingdom (10), Germany (8), and France (1). All of the products launched were within the snack’s subcategory, most of which a variation of energy bars.

Triballat Noyal ranks third in terms of the most hemp-containing products launched, with a total of 18 products. Most of Triballat Noyal hemp-containing product launches occurred in 2009 (38%) and 2013 (20%). Over 61.1% of its hemp-containing products were a new product introductions, 38.9% were relaunches. All of the Triballat Noyal’s hemp-containing product launches occurred in Europe. Germany made up most of the product launches with total product amount of 6, followed by France with 5 products, and Czech Republic with 1 product.

Top ten companies in the world to launch hemp-containing products, from 2008 to 2017*
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Sequel Naturals 27
Super Foods 19
Triballat Noyal 18
Braham & Murray 13
Nutriops 13
Planet Organic 9
Manitoba Harvest 9
Raw Health 8
Kurabiinica 8
Hemp Health 8

Source: Mintel, 2017.

*Note: Partial data available from January to mid November 2017.

For more information

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Resources

Ingredient Focus - Hemp in in Packaged Food and Beverages
Global Analysis Report

Prepared by: Ranna Bernard, Market Analyst

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