In the past few years, consumer preference has shifted towards consuming natural, free-from-additives, and organic food. Well-being is becoming nothing short of a global movement, as consumers seek to ensure healthy lives for as long as possible—particularly as average life-spans continue to rise. Over the past decade, rapid changes in diets and lifestyles have occurred with industrialization, urbanization, economic development, and globalization. This has a significant impact on health and nutritional status, particularly in developing countries.
Further, four macroenvironmental trends contributing to an increased focus on health and wellness include—
- Aging global population
- Rising chronic-disease rates
- Rising self-care, treatment, and prevention,
- Educated & connected consumers
Globally, the top three appealing claims or descriptions include natural/all-natural, no artificial ingredients, and low or reduced fat/sugar/salt. In addition, growing health awareness has increased the demand for food products that support better health, especially low-fat, cholesterol, protein-rich, and weight control products. As a result, the number of foodstuffs containing plant-based proteins has grown distinctly. Also, “all-natural” and “clean label” trends within the food and beverage markets increase the demand for natural ingredients, such as plant-based proteins from food industries to produce natural and clean label products.
As the global trend for healthy and convenient food products continues, chlorella is an opportunity to be used in products with "natural" health claims, such as GMO-free, organic, and no additives. Since chlorella is high in protein and other essential nutrients, such as antioxidants, chlorophyll, vitamins, minerals, and fiber, changing food preferences and increasing health consciousness among consumers will positively impact the growth of the chlorella market.
Moreover, the aging population increased consumer awareness for preventative healthcare, the rise of the self-directed consumer (self-diagnosis over health practitioner diagnosis), channel proliferation (variety of marketing techniques and E-Commerce) and shift from ingredient-focused messaging to broader brand positioning (grouping of supplements together to form a healthy benefits package) are the key factors driving the growth of supplements industry. Globally, the value and sales of the vitamins, minerals, and nutritional and herbal supplements (VMHS) shows consistent and constant growth. According to the Food and Agriculture Organization of the United States (FAO), global sports nutrition sales increased from USD 11.9 billion in 2016 to USD 20 billion in 2019. According to the Nutrition Business Journal (2016), the total U.S. supplement sales grew 6.6% to USD 41.4 billion in 2016—adding USD 2.6 billion in new sales. Moreover, according to ACTA Scientific Nutritional Health, the global market size of functional foods was about 150 billion US dollars in 2018 and expected to grow exponentially in the upcoming years. Therefore, consumer demand for sports nutrition products and functional food is increasing to provide nutrition and health benefits to the consumer.
Chlorella is the best-selling health food supplement in Japan, with over 30% of the Japanese population taking it as one of their principal health supplements. Chlorella has also been found to boost the immune system, reduce the intensities of many chronic health problems, and reduce medications' side effects. Moreover, many chlorella manufacturers offer sponsorship agreements to sports players to support them nutritionally. For instance, Sun Chlorella Corporation signed a sponsorship agreement with Mr. Yuta Watanabe, a professional basketball player in the U.S., to support him nutritionally and aim for his better performance by providing ‘Sun Chlorella “A” Powder.’ Also, Sun Chlorella Corp. signed a sponsor agreement with Mr. Hiroki Nagaseki, an endurance road racer.
Hence, the increasing health and wellness trend, growing nutraceutical industry, and increasing investments by leading players boost chlorella demand in the market. Meticulous Research® in its latest publication on ‘Chlorella Market,’ states that the global chlorella market is expected to reach USD 412.3 million by 2028, supported by a CAGR of 6.3% during the forecast period of 2021 to 2028.