Mustard plant belongs to the genera of Brassica and Sinapiswithin the Brassicaceae family. Being native to sub-Himalayan region of theIndian sub-continent, Mustard plant is cultivated majorly for its edible leavesand oil seeds with wide-ranging culinary uses. Mustard is a seasonal crop grownin the winters and their leaves are more flavorful and crisp and availablebetween November and March. The young tender leaves are used widely as a leafyvegetable and being extracted for from the plant when it got about two feettall. Furthermore, the plant grows about four to five feet in height andendures flowers of golden-yellowish shade which later develop into mustardoil-seeds pods.
Mustard Market Segmentation
Mustard issegmented on the basis of type, nature, form, application, distributionchannel, end use and region. On the basis of type mustardmarket is segmented as Black mustard and Indian mustard. Both thesevarieties of mustard possess distinctive properties and uses. However, Indianmustard is more common in use and is also known as yellow mustard. Blackmustard plant is grown exclusively for its seed and seed oil which find moremedicinal uses such as in the treatment of arthritis.
On thebasis of nature Mustard market is segmented as; Organic and conventional. Inthe rising urge and demand of organic food products globally, mustard market isno longer remain as an untapped market. There is a growing demand of mustardproducts grown organically.
On thebasis of form Mustard market is segmented as; seed, powder, paste and oil. Theseed form mustard is marketed majorly in direct sales to various companiesinvolved mustard oil manufacturing. However, a large number of powdered andpaste form mustard products are also available in the retail market.
On the basisof application mustard market is segmented as; Food, Pharmaceuticals andpersonal care. The food segment of mustard market can be further categorizedinto seasonings & condiments sauces; spreads, dips & relishes; snacksand cooking oil.
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On thebasis of distribution channels mustard market is segmented as; direct andindirect sales. The indirect sales of mustard market can be further segmentedinto retail stores, food wholesale stores, modern trade, and online retail. Themajor share of revenue being driven by retail segment, the online retail isexpected to attain a superior growth rate and a substantial market share byshowcasing the information available on internet.
On thebasis of region the mustard market is segmented into Asia Pacific, North America,Latin America, Europe and Middle East & Africa. Mustard plant with itshigher culinary usage across minor Asian region with an established market forboth its edible leafs and seed oil hold a prominent market share in thecountries like Thailand, Indonesia, China, India and others in the Asia Pacificregion. However, the cultivation of mustard plant as a crop is now naturalizedin the areas of North Africa and in some of the European regions. The marketfor yellow mustard/Indian mustard is now growing even across the North Americanregion.
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Mustard market Global Market Trends and Market Drivers:
The risingmigration levels around the world with the emergence and acceptancemulti-culinary food culture and urge for new taste and food flavors is drivingthe demand of mustard seed oil across the world as a prominent condiment saucesand cooking oil. Moreover, the rising trend of using more and more herbal andnatural medicinal products coupled with rising awareness among consumers aroundthe globe about the therapeutically beneficial mustard herb & oil is addingup in the rising demand for products in global mustard market. Being a seasonalcrop of winter, the natural cultivation is not sufficient to maintain thesupply to demand ration throughout the year leading to frequent pricefluctuations.
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Mustard Market Key Players:
Variety ofmustard formulations have been introduced by the manufacturers and some of theglobal market players in mustard market include; Conagro Brands Inc., McCormickFoods, Unilever, Mustard and Co., H.J. Heinz Company, French’s, Cargill Inc.among others.
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