Exploring Market Opportunity for Fast-Acting Infused Powder Products

[First appeared on Cannabis Business Executive on November 9, 2020]

As the market for hemp and cannabis-infused products expands and diversifies, consumers are expecting a steady stream of exciting and innovative products to try. To support this new generation of products, the industry needs quality scientific solutions to match. 

Powder-based cannabis emulsions are one of these scientific advances that will have a significant role to play in the future of innovative infused products. Read on for a breakdown of the key market opportunities for powder emulsions, and guidelines for determining when they are the right choice for a new infused product. 

market trend: powder-based wellness

To understand the full potential of powder emulsion ingredients, it is useful to first consider the explosive growth in vitamin and dietary supplement use. The Council on Responsible Nutrition reports that in 2019, 77 percent of Americans said they consume dietary supplements – the highest levels ever recorded. As the coronavirus pandemic makes American consumers increasingly health-conscious, sales of vitamins and supplements have also spiked. 

Within this market, powder-based products play a critical role. In 2019 pressed tablets, which can deliver everything from Vitamin C to probiotics, accounted for the largest share of the dietary supplements market, with a revenue of $43.06 billion. 

Meanwhile, mixable powder supplements such as Emergen-C and Airborne are consistently popular with consumers of all ages – just consider the quarantini. In fact, the effervescent products market is valued at $35.46 billion for 2020, and is projected to reach 49.87 billion by 2026. 

Protein and fitness powders also occupy an important market share in the broader wellness industry. In a protein supplement market valued around $17.55 billion in 2019, powder products held 64% of total revenue. 

Even in quarantine, Americans’ busy yet health-conscious lifestyle leads them to seek out quick and targeted solutions. This further aligns with consumers’ expectations for fast-acting and functional cannabinoid products, and creates a natural opportunity for infused powder solutions.

why powder-based cannabinoids? 

Hemp is already a heavy hitter in the wellness game – data shows that in 2019, CBD experienced the third-highest absolute growth in popularity of any dietary supplement. But emulsions are what elevate CBD and other cannabinoids from bitter-tasting oils to seamless and reliable wellness experiences, often in combination with other functional ingredients. 

Choosing between a liquid and powder emulsion will come down to the other ingredients in your infused product. For liquid-based products such as beverages and gummies, liquid emulsions are a no-brainer. But for those who are looking to capitalize on broader mainstream wellness trends, powder emulsions provide valuable versatility and flexibility. With this solution, product makers can address a much wider set of product categories, from beverage enhancers to pressed tablets, fillable capsules, wholesale nutritional supplements and more. Beyond strictly supplements, baked goods and bars also respond well to powder emulsions. 

This versatility in product design can prove invaluable when expanding and innovating product lines. For example, from the same high-quality powder emulsion a product maker could design an effervescent beverage enhancer, then press the powder into a tablet, and later use it to fill a capsule.

examples of specific applications for powder emulsions

Though more research is always needed, CBD and other cannabinoids show promising effects in categories ranging from sleep, pain relief, anxiety and more. Powder emulsions can be leveraged in a variety of ways to target these areas in conjunction with other natural ingredients. 

For example, combine CBD with other natural sleep solutions such as melatonin, valerian root and lavender extract and you’ve created a pressed tablet with fast acting sleep enhancement effects. 

Or, for a natural workout boost, try a protein powder combining the anti-inflammatory properties of CBD with the natural performance boost of the amino acid Beta-Alanine and the extra protein contained in collagen peptides. 

To explore natural immunity solutions, try combining the anti-anxiety properties of CBD with the immunity properties of cordyceps and citrus vitamin C for a new and innovative powder beverage enhancer. 

Just within the category of powder-based infused wellness solutions, the list can go on and on. If the active ingredient provider works with other functional cannabinoids such as CBN, Delta-8 and more, the possibilities can multiply exponentially.

in summary... 

In the rapidly expanding cannabis industry, a brand’s success depends not only on meeting consumer demand, but on growing alongside it. The ability to launch new high-quality and trustworthy products is essential, and requires a base level of versatility in design, operations, and ingredients. 

When all is said and done, this versatility is one of the most important factors to keep in mind during the selection of active ingredients. For brands with serious plans for growth and innovation in the vitamins and supplements category, a high-quality and fast-acting powder emulsion will provide the cornerstone needed to continuously develop new products and exceed customer expectations.