The wheatgrass revolution is advancing across Europe. According to the latest report, “Demand for Wheatgrass Products in EU: Outlook and Forecast (2025–2035)”, sales of wheatgrass products in the European Union are projected to climb from USD 13.8 billion in 2025 to USD 24.5 billion by 2035, representing an impressive absolute value increase of USD 10.7 billion and a strong 5.9% CAGR. The market is on track to expand by nearly 1.8X over the next decade, supported by a surge in consumer awareness of superfood nutrition, wider product availability, and innovation led by both longstanding market leaders and new entrants.
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Superfood Momentum: Why Wheatgrass Is Taking Over Europe
Modern consumers are increasingly prioritizing daily wellness rituals and nutrient-dense diets. Wheatgrass, recognized for its rich chlorophyll content, immune-supporting properties, and natural detox benefits, continues to gain mainstream appeal across food & beverage, nutraceutical, and household wellness categories. European shoppers—especially millennials and young professionals—are embracing wheatgrass products to address day-to-day concerns including fatigue, nutrient deficiencies, and immune health.
“Wheatgrass has quickly moved from niche to necessity,” noted analysts at Future Market Insights, emphasizing that the European market is driven by preventive healthcare adoption, strong demand for organic certification, and a rise in superfood integration into everyday nutrition.
Online Commerce & Product Innovation Accelerate Expansion
A major structural shift in the market is the rapid growth of online retail. E-commerce currently accounts for 40% of wheatgrass product sales, and is expected to reach 50% by 2035, thanks to digital-first brands, subscription-model convenience, and aggressive marketing by e-commerce-focused manufacturers.
Meanwhile, powder remains the dominant format, representing 80% of sales in 2025, valued for its versatility, extended shelf life, and concentrated nutritional profile. Although juice formats are growing, powder will retain a commanding market position through 2035.
Organic: The New Standard
The EU wheatgrass industry has become overwhelmingly organic-driven. Organic wheatgrass products make up 90% of the entire market, expected to rise to 92% by 2035. European consumers increasingly refuse non-certified products, pushing brands to obtain multiple certifications, including EU Organic, Demeter, and biodynamic validation.
Market Champions: Established Leaders and Rising Innovators
The European wheatgrass market is defined by fierce competition between global superfood brands and fast-growing local innovators. While major manufacturers dominate shelf space, new entrants are rapidly gaining traction through specialty retail, innovative formats, and premium sourcing transparency.
Established Players Driving Scale and Global Reach
- Now Foods (approx. 9% share) – Relies on broad retail distribution and consistent product availability.
- Myprotein (approx. 6%) – Positions wheatgrass within sports recovery and performance nutrition, using digital and influencer-focused channels.
- Navitas Organics (approx. 5%) – Premium organic brand with a sustainability-first sourcing model.
Innovators and Regional Specialists Fueling Disruption
- Girmes Wheatgrass (approx. 3.5%) – A European grower with regional wheatgrass production, capitalizing on freshness and low carbon footprint.
- Amazing Grass (approx. 3%) – Expanding aggressively across EU supermarkets with flavor-enhanced, lifestyle-focused superfood blends.
More than 73% of the market remains fragmented, creating space for:
- Private-label brands that serve budget consumers
- Local producers with farm-to-bottle traceability
- Startups introducing effervescent tablets, liquid concentrates, and single-serve sachets
What’s Fueling the Next Wave of Innovation?
The next decade will see manufacturers advance through:
- Functional food integration
Wheatgrass now appears in smoothies, energy bars, cereals, and RTD wellness beverages—boosting mainstream adoption. - Advanced delivery formats
Single-serve packets, effervescent tablets, and ready-to-drink wellness shots allow on-the-go usage. - Premium organic certification and transparency
Blockchain traceability and third-party verification gaining traction for consumer trust.
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About the Report
Demand for Wheatgrass Products in EU: Outlook and Forecast (2025–2035) provides a comprehensive assessment of market trends, competitive strategies, and emerging growth opportunities across product formats, distribution channels, and European regions.
About Future Market Insights (FMI)
Future Market Insights, Inc. (ESOMAR certified, recipient of the Stevie Award, and a member of the Greater New York Chamber of Commerce) offers profound insights into the driving factors that are boosting demand in the market. FMI stands as the leading global provider of market intelligence, advisory services, consulting, and events for the Packaging, Food and Beverage, Consumer Technology, Healthcare, Industrial, and Chemicals markets. With a vast team of over 400 analysts worldwide, FMI provides global, regional, and local expertise on diverse domains and industry trends across more than 110 countries.
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