Market Outlook – Mulberry is a flowering deciduous plant which bears edible fruits and its leaves are often used in sericulture. The mulberry is available in 300 varieties worldwide. The mulberry fruit is a sweet and succulent which is native to North America and North-eastern Europe. The growth of the mulberry market is attributed to factors like demand for antioxidant rich and superfruits and for silkworm and poultry production. The fact that mulberry trees are cultivated for fruits, leaves and for rearing silkworms offers excellent commercial opportunities for the growers. Mulberry is also known to have many anti-bacterial properties and in recent times, they have robustly expanded in the pharmaceutical and cosmetic segments due to a shift to a health conscious lifestyle. In regions like Japan, mulberry leaves are mainly used for feeding silkworms. Sometimes mulberry leaves are also used in poultry feeding. The white mulberry is quite rare and can be found in the Mediterranean, Asia, Turkey and Greece. For their rich antioxidant, vitamin and mineral content, a white mulberry fruit also happens to be expensive.
Reasons for Covering this Title – In recent times, there has been rising interest in the use of mulberry as a substitute for superior quality for farm animals. The mulberry fruit is being extensively used in dietary supplements and can be supported by the fact that manufacturers are utilizing types such as the white mulberry for the production of complex supplements. Many mulberry growers and processors are focusing on gaining scientific consensus to support the health claims and nutritional benefits of mulberry. The national Italian positive list for dietary supplements encompasses several health benefits of a mulberry like digestive and vascular health, detox and antioxidant to name a few. Mulberry fruits and leaves are very commonly marketed as superfruits. The strongest growth in the mulberry market can be expected in Western Europe, especially in countries like Germany and France. In Europe, the mulberry fruit is mainly marketed as a dried and demand remains strong. A large production of mulberries can be found in regions such as Asia and U.S.
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Global Mulberry: Market Segmentation – On basis of product type, the Mulberry market is segmented as- Black, Red, White; On the basis of nature, the Mulberry market is segmented as- Organic, Conventional; On the basis of form, the mulberry market is segmented as- Fruit : Raw/Fresh, Processed; Frozen/Chilled : Canned, Dehydrated, Pulp : Leaves, Leaf Extract; On the basis of end use, the mulberry market is segmented as- Households, Food Service, Industry : Food Industry : Bakery, Confectionary, Convenience food, Jams, jellies and pickles, Dressings, dips and condiments, Functional food & Nutrition Bars, Frozen desserts, Snacks & Cereals, Infant formula & Baby Food, Sports Nutrition; Beverage Industry : Alcoholic beverages, Non-alcoholic beverages : Functional Teas, Juices, Milkshakes & Smoothies, Nutrition drinks & functional beverages, Energy Drinks : Dietary supplements, Sericulture, Animal feed, Pharmaceutical Industry, Personal Care & Cosmetics
Some of the key players operating in the mulberry market are Sunrise Agriland Development & Research Pvt. Ltd., BATA FOOD, Döhler, Top Line Foods, Peony Food Products, Yaban Food, Ken Muir Ltd, NAVITAS ORGANICS, Sevenhills Wholefoods, Nans Products, Xian Yuensun Biological Technology Co.,Ltd. and ETChem amongst others.
Global Mulberry Market: Key Takeaways – Food supplements with mulberries are gaining traction in the market and a high growth can be expected in this segment, due to changing health perception of consumers. It is especially popular in regions such as Europe. For instance, in 2014, the company launched the food supplement called the White Mulberry Complex Supplement. The company had also promoted its product by offering 50% discount to the consumers through the e-commerce store Amazon. Consumer awareness is moderate in the mulberry market and proper marketing considering the target audience such as health conscious consumers, for improving consumer penetration.
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Opportunities for Mulberry Market Participants – The essential approach for the growth of the mulberry market should be the expansion of retail outlets, as the demand for mulberries is high but there is relatively low availability. Also, marketing and establishment of strategic partnerships is with snack food and frozen dessert industries is very good opportunity as superfruits have been in great demand within the food industry. Promotion of the sustainable and ethical aspects of mulberry is also a key factor governing the growth of the mulberry market.