Mustard
plant belongs to the genera of Brassica and Sinapis within the
Brassicaceae family. Being native to sub-Himalayan region of the
Indian sub-continent, Mustard plant is cultivated majorly for its
edible leaves and oil seeds with wide-ranging culinary uses. Mustard
is a seasonal crop grown in the winters and their leaves are more
flavorful and crisp and available between November and March. The
young tender leaves are used widely as a leafy vegetable and being
extracted for from the plant when it got about two feet tall.
Furthermore, the plant grows about four to five feet in height and
endures flowers of golden-yellowish shade which later develop into
mustard oil-seeds pods.
Mustard
Market Segmentation
Mustard
is segmented on the basis of type, nature, form, application,
distribution channel, end use and region. On the basis of type
mustard
market
is segmented as Black mustard and Indian mustard. Both these
varieties of mustard possess distinctive properties and uses.
However, Indian mustard is more common in use and is also known as
yellow mustard. Black mustard plant is grown exclusively for its seed
and seed oil which find more medicinal uses such as in the treatment
of arthritis.
On
the basis of nature Mustard market is segmented as; Organic and
conventional. In the rising urge and demand of organic food products
globally, mustard market is no longer remain as an untapped market.
There is a growing demand of mustard products grown organically.
On
the basis of form Mustard market is segmented as; seed, powder, paste
and oil. The seed form mustard is marketed majorly in direct sales to
various companies involved mustard oil manufacturing. However, a
large number of powdered and paste form mustard products are also
available in the retail market.
On
the basis of application mustard market is segmented as; Food,
Pharmaceuticals and personal care. The food segment of mustard market
can be further categorized into seasonings & condiments sauces;
spreads, dips & relishes; snacks and cooking oil.
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On
the basis of distribution channels mustard market is segmented as;
direct and indirect sales. The indirect sales of mustard market can
be further segmented into retail stores, food wholesale stores,
modern trade, and online retail. The major share of revenue being
driven by retail segment, the online retail is expected to attain a
superior growth rate and a substantial market share by showcasing the
information available on internet.
On
the basis of region the mustard market is segmented into Asia
Pacific, North America, Latin America, Europe and Middle East &
Africa. Mustard plant with its higher culinary usage across minor
Asian region with an established market for both its edible leafs and
seed oil hold a prominent market share in the countries like
Thailand, Indonesia, China, India and others in the Asia Pacific
region. However, the cultivation of mustard plant as a crop is now
naturalized in the areas of North Africa and in some of the European
regions. The market for yellow mustard/Indian mustard is now growing
even across the North American region.
Mustard
market Global Market Trends and Market Drivers:
The
rising migration levels around the world with the emergence and
acceptance multi-culinary food culture and urge for new taste and
food flavors is driving the demand of mustard seed oil across the
world as a prominent condiment sauces and cooking oil. Moreover, the
rising trend of using more and more herbal and natural medicinal
products coupled with rising awareness among consumers around the
globe about the therapeutically beneficial mustard herb & oil is
adding up in the rising demand for products in global mustard market.
Being a seasonal crop of winter, the natural cultivation is not
sufficient to maintain the supply to demand ration throughout the
year leading to frequent price fluctuations.
Mustard
Market Key Players:
Variety
of mustard formulations have been introduced by the manufacturers and
some of the global market players in mustard market include; Conagro
Brands Inc., McCormick Foods, Unilever, Mustard and Co., H.J. Heinz
Company, French’s, Cargill Inc. among others.
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