15/10/2024

In addition to its medicinal use, hemp is a gateway to innovation in the consumer goods industry.

The medicinal use of cannabis is an increasingly present topic in debates, although it still needs much more space as more information and scientific evidence reaches the population. However, what few people know is that the pharmaceutical potential of cannabis is just one of the dimensions that the plant has for business, from a new commodity to industrial applications and adult use, as is already the case in Uruguay, Canada and 16 US states. In this sense, one of the main trends of the green revolution lies in the disruptions in consumer goods.

This movement is already fully developed in North America and Europe, involving food, beverages and supplements, among other items. If you have any doubts, search for “hemp” on Google Trends and see how the term appears associated with cosmetics in the United States (US). However, this is just the tip of the iceberg. There is also a North American craft beer brand with hemp seed oil and terpenes in the composition of the drink.

Now, you may be thinking that these are isolated initiatives by niche companies, but if that is the case, you could not be more wrong, dear reader. Still in the US, one of the largest retail chains focused on the pet segment has placed products with cannabidiol (CBD) on its shelves. In addition, Colgate has launched a toothpaste that also has hemp seed oil in its formula. The fact is that many companies, from startups to large players, are currently studying how to incorporate hemp as an ingredient.

This scenario represents one of the most exciting times for any entrepreneur and Brazilians cannot be left out. The time to reflect and act to be part of a nascent industry is now. Those who are on the outside can enter the market as pioneers, innovators and with a unique opportunity to be disruptive. Those who already operate in a consolidated manner have a great opportunity to open new business fronts, conquer new markets and even reinvent themselves. And, for all those who enter first, sales possibilities with better price parameters and profit margins.

With the ventures already underway, some foundations have been created that can outline the path for those thinking of starting their own businesses. In addition to positioning themselves better, those who get ahead also get a strong message to send to consumers. For an audience that is increasingly open to new experiences and eager for novelties, a product with hemp seeds or oil is certainly more than just a food or drink option. It is a wellness item, to say the least.

Many pieces of content define hemp seeds as a superfood, a strong contender to take over the status previously held by chia, flaxseed and quinoa, revolutionizing the supplement and nutraceutical segments, which include functional foods or foods with therapeutic properties.

This expectation is not created by chance. After all, 25% of its composition is protein and the seeds also have a high concentration of fiber and good levels of omega-3 and omega-6, as well as vitamins E, B vitamins, and minerals such as magnesium, phosphorus, iron, zinc, and potassium. And the gastronomic appeal of the seeds is not far behind their dietary properties. Hemp oil, derived from the seeds, has beneficial properties for skin health and is being widely used in the manufacture of cosmetics.

A new era for the consumer goods industry has already begun with the processing of hemp. This dimension of the plant, focused on products for direct human consumption, should be one of the most prosperous in the coming years and Brazil needs to be part of this disruption. Lucky are the entrepreneurs who live this moment, know how to identify opportunities and get ahead.

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