Moringa Products Market Size, Share & COVID-19 Impact Analysis, By Type (Tea, Oil, Seeds, and Leaf Powder), By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, and Online Retail), and Regional Forecast, 2021 – 2028

The global moringa products market size was USD 7.08 billion in 2020. The market is projected to grow from USD 7.79 billion in 2021 to USD 14.80 billion in 2028 at a CAGR of 9.63% during the 2021-2028 period. The global impact of COVID-19 has been unprecedented and staggering, with moringa products witnessing a slightly negative impact on demand across all regions amid the pandemic. Based on our analysis, the global market exhibited a lower growth rate of 9.98% in 2020 as compared to the average year-on-year growth during 2017-2019. The rise in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.

Moringa (Moringa oleifera), commonly known as drumstick, is a drought-resistant, nutritionally abundant tree, which is native to the Indian subcontinent; however, it can be found in Southwest Asia and some African countries. The tree has several uses and its derived products such as tea, leaves and leaf powder, oil, and moringa seeds have numerous applications in food, cosmetics, pharmaceutical, and animal feed industries.

The rising awareness among consumers about herbal products and their numerous benefits has encouraged them to seek nutritionally balanced, natural products. This has led to the product’s incorporation in various food products for fortification and preservation, owing to its antimicrobial and antioxidant properties. The tree also has agricultural importance due to its drought tolerance and pest-repelling properties. Additionally, the growing demand for organic products, improving knowledge about health and fitness, and increased demand for natural pesticides are anticipated to contribute to the market growth.

Disruptions in Supply Chain Due to COVID-19 Pandemic to Slow Down Market Growth

The outbreak of the COVID-19 pandemic has caused several unanticipated changes in the global economy, and its effects have been observed around every sector. Countries experienced lockdowns and international trade restrictions were imposed to contain the spread of the virus. Delay in transportation and logistics, shortage in the workforce, and the temporary shutdown of factories profoundly affected the food & beverage and agricultural sectors. However, in the latter stages of the pandemic, vegetables, fruits, nutraceuticals, and others were categorized as essential items, which led to having a minimal impact on the market performance. In addition, the imposition of trade and travel restrictions hampered global trade, which led the market to experience sluggish performance.

LATEST TRENDS

Rising Consumer Interest Toward Superfoods to Aid Growth

The term ‘superfood’ has become the recent buzzword among consumers across the globe. They are seeking products that are nutrient-rich, naturally sourced, and free from any harmful chemicals. In 2020, amid the COVID-19 outbreak, the product grabbed the interest of various researchers for its utilization as a potential natural medicine for increasing immunity. According to the Google Trends report, superfood spiked as the second most searched category post the COVID-19 outbreak. As moringa leaves are packed with vitamins, minerals, iron, amino acids, and calcium, it helps in naturally boosting immunity, promoting weight loss, and maintaining heart health. Manufacturers are adapting as well as exploring various applications of the product in food and beverage to introduce innovative products for fulfilling the demand. For instance, in August 2021, Kivu, an Indian company, launched cookies made using moringa and flaxseeds. The cookies are gluten-free, sugar-free, sunbaked, and vegan, and were launched by the company to offer nutritious and palatable products to consumers.

DRIVING FACTORS

Increasing Insights about the Health Benefiting Properties of Drumstick to Augment Growth

The growing consumer’s knowledge of numerous health benefiting attributes of drumstick other than its traditional consumption as a vegetable in various Asian countries is one of the main reasons driving the market. Its wide utilization in various dietary supplements, cosmetics, and pharmaceutical products has also contributed to the market growth. The product is gaining significant popularity among health-conscious consumers along with gaining traction as a food fortification ingredient to curb malnutrition and hunger. In addition, extensive research is being carried out to determine the full potential use of the product in the pharmaceutical industry. For instance, a research article published in the International Journal of Current Pharmaceutical Research, 2018 talks about the use of moringa capsules as a natural polymer for effective drug delivery. This depicts the tremendous growth opportunities for the market in the coming years.

Growing Demand for Organic Dietary Supplements to Boost Market Growth

The massive growth and increased demand observed in the organic products market, which is not limited to the food and beverage industry itself, are mainly due to rise in awareness about the safety and benefits of the product than its conventional counterparts. Individuals these days are focusing on better-for-you and safe products affecting their food preferences. They nowadays opt for organic and natural supplements to reduce health risks. The surging trend of clean-label products, especially across the developed economies of Europe and North America also benefits the market performance. This has urged several manufacturers to develop organic moringa-based products to tap a wider consumer range is anticipated to drive the products market growth.

RESTRAINING FACTORS

Regulatory Stringency coupled with Low Market Penetration to Hinder Growth

Even though the product has several benefits, it has few entry restrictions regarding the quality, safety, and technological requirements for various products. For instance, in June 2019, Brazil placed a ban on the use of the product in any food and supplements as there was no proof of evaluation and safety. In addition, various countries mandate the organic certification of moringa for using it in nutritional products. Furthermore, the comparatively low awareness about the product in numerous emerging economies is likely to hamper the market growth.

SEGMENTATION

By Type Analysis

Leaf Powder to Account for Larger Share due to High Demand in Nutraceuticals

On the basis of type, the market is segmented into moringa tea, oil, seeds, and leaf powder. Leaf powder held the larger share due to wide utilization in manufacturing nutraceuticals. The moringa powder is also used in making various medicines that help in treating skin problems. In addition, it is now being used for increasing the nutritional profile of various food and beverages. The extensive use of the product in dietary supplements and food & beverage industries is boosting the segment growth.

Meanwhile, the tea segment is also gaining significant traction as consumers look for calming and relaxing products. As moringa tea is naturally free of caffeine, it helps in maintaining heart health and controlling blood sugar levels. The antioxidant property of the tea benefits in scavenging the free radicals, which, in turn, helps in slowing the aging process.

By Distribution Channel Analysis

Supermarket/Hypermarkets to Witness Robust Sales Owing to Diverse Product Offering

On the basis of distribution channel, the supermarkets/hypermarkets segment account for the major moringa products market share. These mass merchandisers encompass a vast range of nutritional and functional food products. There is ease of shopping offered by these retailers such as the presence of distinct product aisles, numerous options to choose from, discounts on bulk purchases, and being a one-stop shopping destination under the same roof.

Specialty stores have emerged as one of the fastest-growing sales channels, as they offer a diverse range of other nutritional and health-care, which consumers can purchase along with their dietary supplements. Availability of various brands and the presence of specialists who assist consumers in buying such products aid in attracting more consumers toward these specialized stores.

REGIONAL ANALYSIS

Asia Pacific to Emerge as Leading Market Owing to High Moringa Consumption

Asia Pacific emerged as the leading market in terms of sales and was valued at USD 2.70 billion in 2020. The abundant availability of moringa in the region coupled with the wide consumption of its products such as pods and leaves in India, Japan, and others contributes to its regional performance. India is its largest producer in the world, and with the improving agriculture and food industry, it is likely to gain more popularity as a supplement. The substantial increase in research and development about the other possible utilities of the product paves new opportunities for the market to flourish. In addition, the government is contributing to highlighting the benefits of moringa products by arranging awareness campaigns, which are further anticipated to fuel the market.  

Europe is exhibiting tremendous growth opportunities owing to huge popularity of nutritional supplements among consumers. Germany, the U.K., Italy, and the Netherlands are among the major nutritional supplements market in the region, with relatively much more awareness about the product. The industrial use of drumsticks for producing biodiesel, pharmaceutical medicines, and personal care products is also growing. Further, the increasing inclination of consumers toward maintaining a balanced diet along with health and fitness trends is expected to propel the moringa products market growth.

North America is showcasing growth prospects, owing to the high adoption of dietary supplements and functional products to support overall health. The utilization of moringa oil in beauty products improves hydration and reduces wrinkles, which, in turn, restore the overall skin health. Furthermore, the U.S. has remained one of the major importers of moringa, and its growing incorporation as an additional source of ingredients in various multivitamins and supplements aids in its market performance.

KEY INDUSTRY PLAYERS

Growing Focus on New Product Development by Key Players to Fuel Market Growth

Some of the key players are strategically focusing on introducing innovative health-promoting products to suffice the growing demand among consumers. Companies such as Botanica Natural Products, Organic India, Himalaya Global Holdings Ltd., Grenera Nutrients Pvt. Ltd., and others are concentrating on launching new moringa-based products to diversify their product offerings as well contribute toward market consolidation. Currently, the market is highly fragmented due to the presence of various large and small manufacturers.

LIST OF KEY COMPANIES PROFILED:

• Aayuritz Phytonutrients Pvt. Ltd. (Gujarat, India)


• Botanica Natural Products (Limpopo, South Africa)


• Organic India (Lucknow, India)


• Moringa Connect (Accra, Ghana)


• Earth Expo Company (Gujarat, India)


• Moringa Malawi (Blantyre Malawi)


• Saipro Biotech Private Ltd. (Maharashtra, India)


• Himalaya Global Holdings Ltd. (Karnataka, India)


• Ancient GreenFields Pvt. Ltd. (Tamil Nadu, India)


• Herbs & Crops Overseas (Ahmedabad, India)

KEY INDUSTRY DEVELOPMENTS:

• June 2021 – Vasu Healthcare Pvt. Ltd., an Ayurvedic and herbal products manufacturing company, launched a new range of herbal supplements called Vasu Safe Herbs. The product range consists of single herb vegetarian capsules such as holy basil, moringa, turmeric, and others.


• March 2020 - Typhoo Tea Limited, a U.K.-based tea manufacturer in India, launched three new organic herbal teas - Purifying Super Greens, Digestive Power Seeds, and Immunity-boosting Three Tulsi. The purifying super greens consist of organic moringa and a blend of other ingredients to offer holistic purifying benefits.

Report Coverage 

The moringa products market research report provides qualitative and quantitative insights about the market dynamics. It also offers a detailed analysis of its types and distribution channel, their market size, and growth rate for all possible segments in the market.

Along with this, the report provides an elaborative analysis of the market dynamics and competitive landscape. Various key insights presented in the report are an overview of related markets, research methodology, recent industry developments such as mergers & acquisitions, regulatory scenario in critical countries, and key industry trends.

Report Scope & Segmentation