Green foods are well-ingrained as plant-based niches with staying power, known for their prominence in functional foods and beverages, and a growing number of new places. The green foods category tends to be well-defined and a bit less dynamic than other markets, though certain plant groups are still very much at the tip of the iceberg in terms of research and product development.

Typically, this category of chlorophyll-dense, nutrient-loaded plants is segmented into land-based and water-based groups. These whole foods are naturally packed with antioxidants, carotenoids, flavonoids, vitamins, and other phytochemicals that have garnered the intrigue of nutritional researchers.

Green food sources that are leading the charge today in both functional and conventional food spaces include land-based grasses such as wheatgrass, barley grass, oat grass, aloe, alfalfa, and vegetables such as kale, spinach, broccoli, celery, and cabbage. The water-based greens, considered a new frontier in nutrition, are mostly dominated by a handful of freshwater and saltwater algae species, though it is expected that the algae segment will see the most growth in terms of raw ingredients in the years to come.

The green foods category really took off thanks in part to interest in the nutritional potential for cereal grasses like wheatgrass, oat grass, and barley grass, which were popularized as perhaps the first “superfoods” as early as 1940 by Dr. Charles “The Father of Wheatgrass” Schnabel. People today continue to seek out these nutrient-dense plant-based ingredients, perhaps largely for the same reason. Research suggests people would eat more whole, plant-based foods if not for a handful of barriers, such as cost, access to fresh produce, and a lack of information on the environmental impacts of food choices.

Further, leading health agencies in the U.S. and many other countries emphasize concerns that Americans are failing to meet basic standards for the intake of fruits and vegetables, likely contributing to many adverse health outcomes that are statistically prominent. Large-scale studies published in the British Medical Journal likewise suggested that plant-based nutrition is lacking for most Europeans; furthermore, those with a low intake of greens have a higher risk for developing type 2 diabetes based on observational data.

Despite the fact that green foods, in both whole food and functional food formats, are designed to address problems resulting from lackluster vegetable consumption, these products have largely succeeded as a niche, rather than through conventional channels. They make up some of the top nutraceuticals that health-conscious consumers seek out today.

The more specialized green ingredients market mainly comprises isolates and powdered formulations, primarily for beverages. This was a standard set by the grass staples before new greens rose in popularity, broadening the category with new food sources, new formulations, and integrations into the world of functional foods and beverages, such as sports drinks, bars, and more. Because green foods contain many of the essential nutrients most well-known and needed, including vitamins, minerals, enzymes, fiber, proteins (depending on the source), and antioxidants, the health benefits tied to green foods encompass a vast area, offering holistic solutions for muscle growth, bone health, immunity, digestion, and more.

Unique Benefits
Part of what drives the popularity of green foods are the unique nutritional benefits that no products sourced from other places can offer to quite the same extent. Since the beginning, the green foods market has been defined in part by products’ ability to alkalinize a person’s diet.

While the effects of diet alkalinization have not been researched at large scale in relative terms, a theory which has been tested in some studies suggests that certain greens can help support the body in regulating better pH levels. While the body endogenously regulates blood pH extremely well, some research suggests that alkaline dieting might yield some benefits to the absorption of certain minerals, hormonal and enzymatic functions, muscle wasting, and hypertension (Journal of Environmental and Public Health, 2012).

Additionally, chlorophyll, a plant pigment which can’t be found in the human body but can be synthesized by it, has been studied for highly generalized health benefits, and is believed to a certain extent to function as a nutrient. Most of the chlorophyll we get in our diets is from whole food sources, however, certain supplements contain a derivative called chlorophyllin, a water-soluble form. As for nutritional benefits, there is mixed evidence suggesting that chlorophyll may benefit the health and appearance of skin, and was shown in a lab study to offer protective effects against environmental carcinogen exposure in mice, though these results should be taken as highly preliminary.

On Land
Cereal grasses, such as wheat, oat, alfalfa and barley grasses share many of the same benefits, and appear to be growing across the globe at similar rates. More supplement, food, and beverage manufacturers are incorporating these foods—for their high contents of vitamins A, C, E, K, and minerals—into various formulations which speak to the growing trend of plant-based, vegan products.

The overall cereal grass market continues to grow, with sports nutrition and holistic health consumers seeking out beverage formulations most prominently. According to data published in the American Botanical Council’s HerbalGram, wheat and barley grass supplements are the 17th highest-selling ingredient type in the mainstream multi-outlet channel in the U.S., and the fourth best-selling ingredient in the U.S. natural channel.

Following the wheatgrass model, several other greens powders have likewise become very popular for beverage formulations, containing either whole foods or specific nutrient isolates depending on the target. Broccoli powder, derived from whole foods, offers a convenient delivery for the same nutrients present in the raw vegetables. However, extracts of a broccoli compound called sulforaphane, also present in cabbage and bok choy, has been shown to have some potential benefits. Preliminary research provides evidence that sulforaphane may protect against carcinogens due to a number of enzymes it releases in the body in its concentrated form, and may have antioxidant and inflammation-modulating properties, as well. Kale, one of the most nutrient-dense plants on earth, also continues to be well-appreciated by consumers and formulators alike, making plenty of appearances in functional food products.

Aloe vera, as a food ingredient, is most prominently featured in beverages, with many of its own unique benefits relative to the green foods space. Compounds present within aloe vera have been studied for their effect on skin health, and research has shown that oral administration of aloe may help to neutralize the effects of UV radiation to a similar extent as topical applications. Additionally, these compounds have been shown to potentially reduce the appearance and frequency of acne. Small, preliminary studies have also suggested that aloe vera may aid in digestive discomfort due to several enzymes the plant naturally contains, though the evidence that does exist warrants further investigation. Aloe vera beverages, which are extremely popular in Asia and growing globally are primed to integrate into the U.S. market.

The New Frontier
Water-based greens are the area most ripe for development in the green foods segment at the moment. While many species of algae are being cultivated for their dense nutritional profile, those topping the charts are spirulina and chlorella, which have been shown in studies to have the unique potential to lower both blood pressure and LDL cholesterol. These two algae species have become some of the most popular dietary supplement ingredients in the green foods market.

The multi-billion dollar operations on the algae front show that algae may not only define the future of green foods, but of the nutritional industry as a whole. Algae products are heralded for their dense nutrient profile, unique bioactives backed by a groundswell of research, and the promise of sustainability when harvested under controlled conditions that offer full traceability. Photobioreactor companies have already successfully constructed facilities in which there are zero emissions, sustainable energy inputs, and no water contamination as a result of production, promising an ethical source of nutrients.

Algae grow in both salt- and freshwater environments; and many types, such as seaweeds, have been used for targeted health purposes for thousands of years for adjunctive therapeutic purposes. Today, nutraceutical suppliers are cultivating algae in larger-scale operations than ever before. For vegan and other plant-based consumers, algae represents the only food source practically dense enough in omega-3s, offering the most worthwhile alternative to fish-sourced varieties of EPA and DHA for use in supplements, and more recently in plant-based seafood analogues.

Additionally, astaxanthin, a nutrient sourced from a specific type of freshwater algae, has exploded in popularity over the past few years. Following positive reviews from Dr. Oz and Oprah Winfrey, who’ve both had a springboard effect on many nutritional ingredients, the astaxanthin market ballooned to over $500 million, and this segment has the backing of its own trade organization, the National Astaxanthin Association (NAXA). NAXA represents the astaxanthin segment, and has specialized verification programs to ensure that consumers are gaining access to the natural form. Natural astaxanthin extraction, which is extremely difficult and technical, has been unmatched by many synthetic imitators, which have molecular differences that likely affect the absorption and function of this nutrient. This potent antioxidant has been promoted for a number of health applications, as studies have found that it may support cardiovascular function, skin health, and fertility, while potentially mitigating muscle damage and joint pain.

Another unique nutrient sourced from algae which researchers have been gravitating toward is fucoidan. Research about this compound, which was first extracted and identified from brown seaweed in the early 1900s, is promising toward its potential capacity to modulate metabolic conditions including blood pressure, LDL cholesterol, and insulin secretion, and its potentially antiviral activity in a cluster of studies evaluating its impact on stimulating the immune system, preventing blood clotting, and modulating inflammation.

The New Protein
Plant-based protein from green foods has been fueling the rapid consumer shift to reducing or avoiding animal protein. According to a study from the Plant-Based Foods Association, consumers are apparently eager for cruelty-free, sustainable alternatives to animal products when they are featured prominently.

The study, which took place in the meat departments of 60 Kroger’s supermarkets, found that total plant-based meat sales shot up 23% when plant-based analogues were placed in the same section of the store as meat, indicating that the plant-based foods industry is integrating fully into the mainstream. According to Polaris Market Research, the millennial-driven shift to animal-free dieting will drive the growth of the plant-based meats market at a nearly 16% CAGR, until it reaches a value of $35.4 billion by 2027, compared to the just over $4 billion at which it stands today.

Pea protein, the greenest ingredient within the plant-based alternatives market, is growing at staggering rates in its own right for both foods and beverages. It is often formulated with other plant-based ingredients for an additional range of nutritional benefits. According to McKinsey, pea protein has shown to be a contender up against other plant-based proteins—compared to soy, which has declined by a CAGR of 6% over the past decade, pea protein has risen 30%. Other sources of protein, such as hemp, seeds, legumes, and other greens, should not be underestimated as contenders in the functional foods market, however.

The most prevalent barrier to the growth of plant-based proteins may be the fact that in spite of the numerous benefits to cardiovascular and metabolic health compared to high-meat diets, plant-based proteins are considered to be “less complete.” Protein sources such as beans, nuts, and lentils do not contain some of the essential amino acids that are needed, though they can be attained through other non-animal food sources.

The Plant-Based Foods Association reported the COVID-19 pandemic has been a significant driver of plant-based foods as well. Compared to last year, plant-based foods spending spiked 90%, leaving total food sales, which also spiked as a result of the wave of panic buying, in the dust. Plant-based meats, for example, grew at double the rate of animal meat.

Trendsetters 
The trajectory of the green foods market, over the many decades in which it has occupied the nutraceuticals space, shows it has been a clear trend driver, setting the standards for nearly every plant-based supplement and many other types of nutritional products. Beyond the fact that green “superfoods” have been one of the drivers behind plant-based dieting as a whole, eating green has been one of the most approachable interventions consumers have elected to make in their own daily lives for ethical reasons.

The inherent sustainability of green foods production is becoming increasingly recognized as a catalyst for the rapid rise of plant-based eating habits across the U.S. and many other countries. Sustainability has never been more of a priority in global nutrition. A mounting academic and industry push to incorporate environmental concerns into the Dietary Guidelines for Americans and other national dietary recommendations has made itself known, and nearly every consumer research firm across the board considers environmental ethics to be a top driver in consumer purchasing habits for all food products.

Additionally, while the green foods market has been cleaved at points by debate over whether nutrients derived from whole foods, or from isolates, should be preferred, this market segment on the whole will settle with purity amid the challenges that come with formulating plant-based foods. While some consumers opt for raw food sources, others understand the need to fill their nutritional gaps with higher nutrient concentrations found in isolates.

“Green Source Organics’ green foods are sought for purity,” Larry Blitz, president of Green Source Organics, said. “Our gentle, low-temperature manufacturing process preserves nutrients. Some are concentrated to ratios as high as 20:1 and are available as a whole plant powder or juice powders.”

“Let’s face it, what’s pure is pure,” Blitz continued. “So foods without pesticide residues, heavy metals, or preservatives should be the baseline. From there I think that both approaches have value and I’ve been a strong advocate of functional foods for a wholesome diet and their more concentrated or isolated nutraceuticals for targeting specific health issues. For example, a standardized enzyme extract would aid and support digestion.” 

Another challenge that can be par for the course with certain greens is palatability, though that can often be remedied with ingredients that are likewise as natural and whole food-based as the active ingredients themselves.

“Greens from cruciferous or algae species can pose some palatability challenges,” Blitz said. However, they can be mitigated with fruit juice powders, natural sweetener, or flavors. Powdered greens offer solutions for manufacturers producing beverages, foods, sports nutrition bars, capsules, tablets, and animal nutrition products. They also function as a natural colorant.”