A key factor driving the growth of the market is health benefits of elderberry. Indeed, the key reasons boosting the demand and consumption of elderberries are the health benefits associated with elderberry products. Elderberry has been considered a medicinal plant with rich nutrient content. A 100 g serving of elderberry contains 73 g calories, 1840 g carbohydrate, 0.66 g protein, 0.50 g fat, calcium 38 mg, and 7 g of dietary fiber. It is also a rich source of vitamins, minerals, and antioxidants such as vitamin C, vitamin A iron, and potassium. Some of the health benefits of elderberry consumption are that it boosts immunity, enhances heart health, and develops skin health. Thus, with many advantages such as these, the market is expected to grow with a positive outlook during the forecast period.
This market research report on the global elderberry market 2018-2022 also provides an analysis of the most important trends expected to impact the market outlook during the forecast period. Technavio classifies an emerging trend as a major factor that has the potential to significantly impact the market and contribute to its growth or decline.
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In this report, Technavio highlights the increasing demand for superfruits and functional ingredients as one of the key emerging trends in the global elderberry market:
Global elderberry market: Increasing demand for superfruits and functional ingredients
The rising consumer orientation toward H and W has resulted in increased adoption of healthy food and a healthy lifestyle. Many dietary and health issues such as obesity and undernutrition have led to high demand for healthier foods. “Superfruits” are fruits rich in nutrients, antioxidants, vitamins, minerals, and fiber. As the superfruit trend continues, manufacturers of food and beverages have been launching new superfruit products in the international market. The use of elderberry is also increasing in the supplement and beverage industries due to its rising popularity as a medicinal and a flavorsome fruit. In addition, new vendors are launching products with elderberry as an ingredient. For instance, in March 2018, AG Barr launched Strathmore Botanics range of water with Orange & Mandarin, Apple & Elderflower, and Pear & Elderberry flavors.
“The inclusion of dietary and herbal supplements in an individual's diet is increasing due to the rising awareness toward the benefits of regular intake of nutrients as well as health consciousness. The demand for various herbs and botanicals is increasing as many people are opting for natural, environment-friendly products. Thus, the growing consumption of herbal supplements is expected to increase the demand for elderberry,” says a senior analyst at Technavio for research on food.
Global elderberry market: Segmentation analysis
This market research report segments the global elderberry market by application (H and W, Beverages, foods, and others) and geographical regions (APAC, EMEA, and the Americas).
The EMEA region led the market in 2017 with a market share close to 49%, followed by the Americas and APAC respectively. During the forecast period, the Americas is expected to register the highest incremental growth followed by the EMEA region.
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Five Forces Analysis
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