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Product launch analysis - Hemp as an ingredient

Note: This report includes forecasting data that is based on baseline historical data.

Summary

Between January 2006 and January 2021, thirty-one products with hemp as an ingredient were launched across Japan, India, Thailand and Vietnam. Japan had the largest number of products launch with twenty-two products, followed by India (4), Thailand (3) and Viet-Nam (2). Of the thirty-one products launched, twenty-two were food products, six were beverages and three pet food. In Japan, sixteen food products and 6 beverages containing hemp were launched between 2006 and 2021. Mintel shows that three food products and one pet food were launched in India, one food product and 2 pet food in Thailand and two food products in Vietnam. Most products launched during this period were new variety/range extension, with seventeen products launched, followed by new products (10). The products launched across the four markets contain, among other ingredients, hemp seed, hemp seed extract or hemp powder. Legal aspect could be one the reason that could explain the scarcity of launches of hemp-containing products in these countries. Consumer perception could also be a factor. According to a GlobalData survey, about 11% of consumer in Asia-Pacific found appealing food and beverages containing cannabidiol (CBD).

Hemp-containing product launch analysis

According to data from Mintel, thirty-one hemp-containing products were launched across Japan, India, Thailand and Vietnam from January 2006 to January 2021. Most products were launched in Japan (22 products), followed by India (4), Thailand (3) and Vietnam (2). The food category had the largest number of launches with twenty-two products, followed by beverages (6) and pet food (3).

Seasonings, nutritional and meal replacements drinks and instant noodles were the three leading sub-categories among hemp-containing products launched in Japan from January 2006 to January 2021. In India, all four hemp-containing products were from different subcategories. In Thailand, dog food dry was the leading sub-category with two launches, followed by snack/cereal/energy bars. Meanwhile, in Vietnam, the two sub-categories with launched products were seasonings and cakes, pastries and sweet goods.

Hemp-containing products that were launched in these markets had a variety of flavours. In Japan, flavours included herbs, chocolate and spice whereas in India flavours included, among others, bergamot and seeds.

More than half the products launched across the four markets were new varieties or range extension of existing products. In Japan, was new variety/range extension was the leading launch type with thirteen products. In India, three of the four products launched newly arrived on the market. All products launched in Vietnam were new varieties or range extensions of existing products whereas Thailand had two new products and one new variety/range extension.

Top claims associated with hemp-containing products launched in Japan include convenient packaging and no additives/no preservatives. Other claims such as vegetarian, organic or gluten were also used for products launched containing hemp across these four markets. Moreover, the products launched were packed in flexible materials, bottles, flexible sachets and tubes. Seven & I Holdings was the leading company in Japan in terms of hemp-containing products launched, followed by Angfa and S&B Foods.

Hemp-containing products launched by category, from January 2006 and January 2021
Market Food Beverages Pet food Total
Japan 16 6 0 22
India 3 0 1 4
Thailand 1 0 2 3
Vietnam 2 0 0 2
Total 22 6 3 31
Source: Mintel, 2021
Hemp-containing product launches by year, from January 2006 to January 2021
Description of this image follows.
Description of above image
Market 2006 2010 2011 2014 2015 2016 2017 2018 2019 2020 2021
Japan 1 2 2 4 4 3 2 2 2
India 2 1 1
Thailand 1 1 1
Vietnam 1 1

Source: Mintel

Hemp-containing products launched by sub-category, from January 2006 and January 2021
Market Top sub-categories Launch count
Japan Seasonings 9
Nutritional and meal replacement drinks 4
Instant noodles 2
Tea 1
Cold cereals 1
Fish products 1
Popcorn 1
Pastilles, gums, jellies and chews 1
Corn-based snacks 1
Kombucha and other fermented drinks 1
India Savoury biscuits/crackers 1
Snack mixes 1
Dog snacks and treats 1
Chocolate tablets 1
Thailand Dog food dry 2
Snack/cereal/energy bars 1
Vietnam Cakes, pastries and sweet goods 1
Seasonings 1
Total sample 31
Source: Mintel, 2021
Hemp-containing products launched by flavour, from January 2006 and January 2021
Market Top flavours Launch count
Japan Not specified 4
Spice/spicy 3
Shichimi/seven Spices/seven chillies 2
Kinako (soybean powder) 1
Chocolate 1
Cocoa/cacao and hemp (seed) 1
Tofu/beancurd 1
Bonito 1
Herbs/herbal and chili/chilli pepper (red) 1
Honey and vinegar 1
India Almond and berry and cocoa/cacao and coconut and mulberry and vanilla/vanilla bourbon/vanilla madagascar and chia/chia seeds and hemp (seed) 1
Bergamot and hemp (Seed) 1
Seed 1
Chicken and honey 1
Thailand Unflavoured/plain 1
Apple and walnut 1
Chicken and rice (brown) 1
Vietnam Coconut 1
Corn/sweetcorn 1
Hot and shichimi/seven spices/seven chillies 1
Gac 1
Taro 1
Rice (glutinous/sticky) and rice (black) 1
Pandan 1
Total sample 31
Source: Mintel, 2021
Hemp-containing products launched by launch type, from January 2006 and January 2021
Market New variety/range extension New Product New packaging New formulation Total
Japan 13 5 3 1 22
India 1 3 0 0 4
Thailand 1 2 0 0 3
Vietnam 2 0 0 0 2
Total 17 10 3 1 31
Source: Mintel, 2021
Hemp-containing products launched by claim, from January 2006 and January 2021
Market Top claims Launch count
Japan Convenient packaging 7
No additives/preservatives 5
Female 5
Premium 5
Not specified 4
India No additives/preservatives 3
Organic 3
Vegetarian 3
Gluten free 2
Low/no/reduced allergen 2
Thailand No additives/preservatives 2
Skin and coat (functional pet) 2
High/added fibre 1
Vegetarian 1
Wholegrain 1
Vietnam Not specified 1
Ease of use 1
Total sample 31
Source: Mintel, 2021
Hemp-containing products launched by package type, from January 2006 and January 2021
Market Top package types Launch count
Japan Flexible 6
Bottle 4
Flexible stand-up pouch 4
Flexible sachet 3
Tube 1
India Flexible 2
Flexible sachet 1
Flexible stand-up pouch 1
Thailand Flexible 3
Vietnam Bottle 1
Flexible 1
Total sample 31
Source: Mintel, 2021
Hemp-containing products launched by company, from January 2006 and January 2021
Market Top companies Launch count
Japan Seven and i Holdings 4
Angfa 3
S&B Foods 3
Aeon 2
DHC 2
India Nuhealth 1
Organic Traditions 1
Sixth Sense Retail 1
Solomon Confectioners 1
Thailand ANF Specialties 1
Breeder's Choice 1
Unavailable 1
Vietnam Aeon Topvalu 1
Bao Minh 1
Total sample 31
Source: Mintel, 2021
Hemp-containing products launched by ingredient preparation, from January 2006 and January 2021
Market Top ingredient preparations Launch count
Japan Extract (non-food) 10
Peeled (non-food) 9
Powdered (non-food) 9
Flakes (non-food) 7
Mixed (non-food) 5
Other (non-food) 6
India Not Specified (non-food) 1
Nibs (non-food) 1
Hydrolysed (non-food) 1
Mass (non-food) 1
Extract (non-food) 1
Thailand Bran (non-food) 2
Dry (non-food) 2
Preserved (non-food) 2
Dehulled (non-food) 1
Extract (non-food) 1
Vietnam Not Specified (non-food) 1
Cleaned (non-food) 1
Thread (non-food) 1
Powdered (non-food) 1
Refined (non-food) 1
Total sample 31
Source: Mintel, 2021
Hemp-containing products launched by store type, from January 2006 and January 2021
Market Top store types Launch count
Japan Internet/mail order 9
Supermarket 6
Convenience store 3
India Supermarket 1
Mass merchandise/hypermarket 1
Internet/mail order 1
Specialist retailer 1
Thailand Supermarket 2
Vietnam Supermarket 2
Total sample 31
Source: Mintel, 2021

Examples of new products launched

Fancy Granola with Hemp & Cacao
Source: Mintel, 2021
Company Farmer Jo
Manufacturer Farmer Jo
Brand Farmer Jo
Sub-category Cold cereals
Market Japan
Location of manufacture Australia
Date published October 2019
Launch type New product

Farmer Jo Fancy Granola with Hemp and Cacao contains less than 5 grams sugar per serving. This 100% plant based wholegrain product contains prebiotic and probiotics. It has a crunchy texture, is free from GM and preservatives. It retails in a 350 gram recyclable pack printed with vegetable inks, bearing the Instagram logo.

Ingredients (On Pack): wholegrain oats, rice malt syrup, organic puffed rice, sunflower oil, cacao powder (5%), almonds, maple syrup, coconut chips, hemp powder (2%), vanilla, sea salt, vegan probiotic (contains Bacillus coagulans)

Botanical Vinegar Drink with Honey
Source: Mintel, 2021
Company Nagatanien
Manufacturer Marugen Inryo Industry
Distributor Nagatanien
Brand Nagatanien Kurashi No Wakan
Sub-category Kombucha & other fermented drinks
Market Japan
Store name Sokai Drug
Store type Internet/mail order
Date published June 2018
Launch type New product
Price in US dollars 6.21

Nagatanien Kurashi No Wakan Botanical Vinegar Drink with Honey is now available. This three times concentrated beverage free from artificial sweeteners features Japanese and Chinese botanical ingredients. It retails in a 500 millilitre carton bearing arranged recipe suggestions.

Ingredients (On Pack): Glucose and fructose syrup, black rice vinegar, sugar, honey, plant extract (dextrin, plant extract (Spatholobus suberectus Dunn, safflower, ginger, gardenia fruit, Cannabis sativa seeds, jujube fruit, bitter orange, liquorice, mint, ginseng, cinnamon, Chinese prickly ash pepper)), star anise extract, acidifier, flavouring, antioxidant (vitamin C)

Chocolate Flavour Botanical Life Protein Powder
Source: Mintel, 2021
Company Angfa
Distributor Angfa
Brand Angfa Dr.'s Natural Recipe
Sub-category Nutritional and meal replacement drinks
Market Japan
Location of manufacture Japan
Store name Angfa Online Store
Store type Internet/mail order
Date published January 2019
Launch type New variety/range extension
Price in US dollars 31.43

Angfa Dr.'s Natural Recipe Chocolate Flavour Botanical Life Protein Powder is now available. It is designed for women on diet and is formulated with 20 superfoods and high quality 100% botanical-based proteins derived from GMO-free soybeans, brown rice and hemp seeds. The product is free from gluten, white sugar, flavourings, colourings, antioxidants and thickeners.

Ingredients (On Pack): Soy protein (USA, non-GMO), brown sugar, hemp seed powder, matcha green tea powder, green tea, dietary fibre, vegetable fat, brown rice protein, Hydrangea macrophylla tea powder, Amaranthus powder, chlorella powder, maquiberry juice powder, cocoa powder, chia seed powder, almond powder, pollen powder, maca powder, spirulena powder, broccoli sprout powder, Chinese wolfberry extract powder, mixed berry powder, camu camu powder, red dragon fruit juice powder, guarana extract powder, pomegranate juice powder, acerola powder, Morinda citrifolia juice powder, emulsifier (contains soybeans)

Organic Rice Cakes with 7 Super Seeds
Source: Mintel, 2021
Company Nuhealth
Manufacturer Nuhealth
Distributor Rajnish Kumar & Sons
Brand Rice Up! Eat Smart
Sub-category Savoury biscuits/crackers
Market India
Store name Spencer's
Store type Mass merchandise/hypermarket
Date published December 2020
Launch type New variety/range extension
Price in US dollars 3.39

Rice Up! Eat Smart Organic Rice Cakes with 7 Super Seeds are made with wholegrain brown rice. This organic product is free from gluten, GMOs, artificial colours, flavours and preservatives, and is suitable for vegans and vegetarians. It retails in a 120 gram pack featuring the EU Green Leaf logo and a QR code.

Ingredients (On Pack): Wholegrain brown rice (93%), amaranth (2%), buckwheat (1%), hemp (1%), chia seeds (Salvia hispanica) (0.5%), quinoa (0.5%), millet (0.5%), flaxseed (0.5%), sea salt

60% Cacao Belgian Dark Chocolate Organic Bergamot & Hemp
Source: Mintel, 2021
Company Solomon Confectioners
Manufacturer Solomon Confectioners
Brand Bean Therapy
Sub-category Chocolate tablets
Market India
Store name The Gourmet Co.
Store type Internet/mail order
Date published July 2014
Launch type New product
Price in US dollars 3.89

Bean Therapy 60% Cacao Belgian Dark Chocolate Organic Bergamot and Hemp is hand crafted in small batches using the finest quality sustainably grown cocoa beans, pure cocoa butter and bourbon vanilla beans from Africa. This vegetarian Artisan product retails in an 80 gram pack.

Ingredients (On Pack): Cocoa mass, cocoa butter, sugar, soy lecithin, natural vanilla, natural bergamot, hemp hearts

Dan Toc Cakes
Source: Mintel, 2021
Company Bao Minh
Manufacturer Bao Minh
Brand Bao Minh
Sub-category Cakes, pastries and sweet goods
Market Vietnam
Location of manufacture Vietnam
Store name Co.op Mart
Store type Supermarket
Date published June 2020
Launch type New variety/range extension
Price in US dollars 1.28

Bao Minh Banh Dan Toc (Dan Toc Cakes) feature gac fruit, coconut, taro, pandan, maize and black glutinous rice cake flavours. The ISO certified product is ready to eat, and retails in a 300 gram pack bearing the Hang Viet Nam Chat Luong Cao (Vietnam High Quality Goods Awards) logo.

Ingredients (On Pack): Tapioca starch, clean water, refined sugar, mung bean, vegetable oil, coconut thread, pandan leaves, hemp leaves powder, gac oil, emulsifier (INS 1414), synthetic flavours (synthetic pandan leaf flavour, synthetic maize flavour, synthetic grapefruit flavour, synthetic taro flavour, synthetic coconut flavour), synthetic colourings (INS 110, INS 124, INS 133, INS 160a(i), INS 163(ii)), preservatives (INS 202, INS 211)

Apple & Walnut Bar
Source: Mintel, 2021
Company Unavailable
Manufacturer Unavailable
Brand The Food Doctor
Sub-category Snack/cereal/energy bars
Market Thailand
Date published January 2006
Launch type New product
Price in US dollars 2.18

Food Bar Apple and Walnut is a cereal bar with apple pieces and walnuts, made from 100% fruits. It is free from additives, wheat and dairy free, high in fibre and enriched with protein. The product is suitable for a vegan diet.

Ingredients (On Pack): Apple (24.7%), walnuts (9.9%), fructo-oligosacharide, polydextrose, water, sunflower kernels (6.9%), hulled hemp seed (5.9%), linseed (4.9%), papaya (2.9%), rice protein, puffed quinoa (2.4%), rice bran, buckwheat puffs (1.4%), linseed oil

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Resources

Product launch analysis - Hemp as an ingredient
Global Analysis Report

Prepared by: Saidouba Camara

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