Goji berries are the fruits of the wolfberry or goji plants. These plants belong to the Lycium genus and are of two varieties, Lycium barbarum, and Lycium chinense. Goji berries are known by several names including wolfberry, boxthorn and matrimony vine. Goji berry plants are native to China and have a long history of consumption and use in traditional medicines. The berries gained widespread popularity in developed countries owing to their prolific vitamin, nutrient, and anti-oxidant profile.
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The primary driver of the goji berry market is the health benefits that goji berries provide. They are a good source of fiber and are low in calories and fat. Due to these properties, the fruits are being increasingly used in weight management and digestive supplement products. Goji berries are also considered as ideal products for people suffering from hypertension, anxiety disorders, diabetes and common ailments such as cold and fever.
The regulatory restrictions placed by the EU and North America on goji berries import and labeling are a major drawback for the market. Most of these restrictions are due to the unreliability of China’s organic certification system, wherein the use of a certain amount of pesticides and fungicides is permitted.
The other area of regulatory focus is on labeling of products containing goji berries. In 2007, the U.K. Food Standards Agency declassified goji berries as novel foods due to the significant history of goji berry consumption prior to 1997. The agency also voiced concerns regarding the health claims usually associated with products containing goji berries as an ingredient.
China dominates the market in terms of production, with the cultivation of these berries being the major source of revenue in several of China’s northwestern provinces. The Ningxia and Xinjiang provinces in China produce the largest quantity of goji berries. The production capacity of the berries is very limited in North America and Europe as these berries are not native to these regions. However, with the increasing demand, many farmers belonging to the U.S. and Canada have taken up cultivation of goji berries. Northern California and parts of Northwest are considered ideal places for goji berry cultivation in the U.S.
The consumption of goji berries as part of food products is based on the increasing consumption of exotic, healthy and natural fruits. This demand for goji berries is particularly strong in North America and the EU. The historically high consumption of the fruit in Asia is also significant but is largely based on direct fruit and juice consumption.
Some of the key players in the global goji berries market include Navitas Naturals, Gojix Ltd., Ningxia Red-goji berry trade Co., Ltd., Goji Berry Farm (Bulgaria), Ningxia Zhengyuan Wuzhong Halal Food Co., Ltd., Shaanxi NHK Technology Co., Ltd., Xian Yuensun Biological Technology Co., Ltd. (Yesherb), Natierra, and The Berry Company.
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