Gomes says that the grass supplements market is facing challenges much like those that other ingredients markets are facing: “All ingredients markets are struggling with sustainability and traceability, which is a major item on the agenda for suppliers, manufacturers, and consumers. When sourcing ingredients, we’ve found that many products aren’t what they seem; verification retesting has shown the presence of pesticides and GMOs in supposedly organic products.”
Gomes says that NP Nutra is navigating this challenge with the introduction of its new Triple-T Verification Program, which involves audits of partner facilities to verify purity and traceability at the source.
Pawlan adds that programs like the Non-GMO Project are essential to ensuring transparency. “Consumers increasingly demand assurance that they are getting only the best ingredients,” he says, “so programs like the Non-GMO Project Verified certification—as well as more detailed transparency in the sourcing of grass products—will become the norm.”
Gomes also notes that grass product manufacturers are continually working to develop innovative new blends that include various special ingredients like baobab and adaptogens, which means brands will need to experiment to determine which blends and product formats offer the best flavor, texture, and aroma. “The most recent innovations are in the delivery formats and the quality of processing, which ensures maximum nutrient availability,” he says.
The next major opportunities in the grass supplement space, Gomes says, will be in developing high-quality product blends that are easily traced back to the source. Grass products companies can best position themselves for future growth with a combination of creativity in product formulations and formats, supply chain and manufacturing process transparency, and improvements in flavor and texture.
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