Baobab Infused Product Launches to Drive the Market Growth
Baobab, a native to Africa countries, is perceived as a superfood as it contains impressive nutrient credentials. According to different medical studies, it is exceptionally rich in vitamin C content, equivalent to 6 oranges per 100 g, making it high in antioxidants too.
According to USDA, apart from vitamin C, baobab contains many other essential nutrients including calcium, niacin, potassium, magnesium, and phosphorus and it also provides energy and dietary fibre. Traditionally, it was used in the treatment of fever, diarrhoea, dysentery and hemoptysis. A high concentration of nutrients and minerals makes baobab improve circulatory health, lower blood pressure, increases bone strength, and boost immunity.
It is an FDA and EU-approved ingredient, applicable in health supplements and also used as a thickening agent in culinary perpetrations. Associated health benefits and regulatory approvals make it a perfect choice for plant-based health product manufacturers, which is expected to drive market growth over the forecast period. The commercial use of baobab was initially limited to African countries, however, the world is tapping into this incredible ingredient with growing number of health-conscious consumers.
Following this trend, processed food and beverages manufacturers are introducing products infused with baobab. For instance, in late 2020, Chosan by Nature launched vegan-friendly, gluten-free, baobab-enriched jams in four varieties namely baobab jam with ginger, orange and baobab jam, banana and baobab jam, and baobab chocolate spread. Similarly, in 2019 MIA, a brand of KuanZa Ltd unveiled Baobab & Salted Nibs variant chocolate bars. The product claims to have 65% dark chocolate infused with the baobab powder and salted cocoa nibs.
In addition, as a result of the 2020 pandemic, many consumers are seeking healthy alternative products. Among different options products offering immune boosting element and vitamin C is hitting the shelves. Medical studies show that the consumption of vitamin C & immune supplements lowers the risk of COVID-19 leading to double-digit growth of these supplements. In 2020 the sales of Vitamin C in the U.K. rose by 110%.
Baobab Ingredient Rides the Health Wave as Energy Drinks Surface
The global baobab ingredient market is segmented on the basis of nature, product type, application, and region. Based on product type, the powder segment is estimated to account for potential value share in 2019. Baobab powder holds a strong application in dietary supplements and also acts as a natural thickening agent for the food and beverages industry.
Based on application, the food and beverages segment is expected to gain a relatively higher incremental dollar opportunity over the forecast period. Baobab boasts an unparalleled nutritional profile due to which health products manufacturers are perceiving it as a superfood leading to product innovation.
For instance, in 2019, Unrooted, a brand of Happy Curations Ltd, launched baobab-infused natural, high-fibre energy drink in the U.K under three varieties Baobab & Mango, Baobab & Pomegranate, and Baobab & Ginger.
Europe’s Wellness Revolution to Boost Baobab Ingredient Market
Baobab is still a niche ingredient, however, demand for natural health boosters is expected to lead to a double-digit growth expected for the ingredient globally. Analysts anticipate that Europe is estimated to hold the largest volume share in terms of consumption as the region witnesses a wellness revolution.
Shifting consumer preference towards natural and plant-based food products is expected to create demand in the region. In addition, the large number of energy drink brands in the region are likely to continue to offer products with a high nutritional appeal. Drinks with low-calorie count and artificial flavouring are expected to boost baobab ingredient demand in the region.
Meanwhile, in North America, the U.S. is expected to lead the market. Baobab is a low-glycemic, gluten-free, highly alkaline ingredient, which makes it a suitable healthy ingredient for the U.S. beverages industry. A younger demographic that is highly health-conscious is expected to drive this demand during the forecast period.
Global Baobab Ingredient Market: Key Players
Some of the major players considered in the report are Woodland Foods, Afriplex Pty Ltd, Baobab Fruit Company Senegal, Nexira, Baobab Foods LLC, Aduna Limited, Henry Lamotte OILS GmbH, B’Ayoba, Mighty Baobab Limited, and Organic Africa.
Key Elements Included In The Study: Global Baobab Ingredient Market
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