Growing consumer appetite for moringa

Moringa is becoming popular in Europe as consumers look for natural health products during the coronavirus pandemic. This trend is creating an opportunity for producers in developing countries.

The coronavirus pandemic is making consumers think more about their health and diets. More and more consumers are looking for products to boost their immune systems and prevent disease. Because of this, vitamins and nutritional supplements are in high demand. There is also a high interest in superfoods like moringa. A recent report found that the European market for healthy eating, nutrition and weight loss expanded by 5% to 121 billion euros in 2020.

Moringa is rich in nutrients

These developments are creating opportunities for moringa due to its properties. It is very high in vitamins A and C and antioxidants. These health properties can help combat fatigue, inflammation, and infections.

Asia and Africa are the largest producers and suppliers of moringa to Europe. The most commonly cultivated moringa species is Moringa Oleifera, which is native to India. The African species, Moringa stenopetala, is more resistant to drought but is slightly less rich in nutrients. Nutraceutical and food industries use moringa mainly in the powder, leaf, seed and oil forms. You should ensure your moringa has the highest level of nutrients. For moringa powder, dry the leaves at 40-50°C through short periods of exposure to heat to get an optimal nutrient content.

Opportunities for producers in developing countries

We expect consumer demand for products with health properties to increase in the coming years. Technavio projects that the global moringa products market will grow by 2.85 billion USD from 2021 to 2025. Whole Foods Market is the leading natural food retailer in the United States and the United Kingdom. And it has listed moringa as one of its top ingredients for 2022.

With a growing demand for moringa in the European market, there are good opportunities for producers in developing countries. Make sure you highlight the nutritional qualities of moringa when approaching buyers. It is also important to emphasise the beneficial properties of moringa products on your website and to buyers. See our study on exporting moringa to Europe for more information on market potential and market entry requirements. 

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Ecovia Intelligence wrote this article for CBI.