Nutrient-dense berry, sea buckthorn, is gaining prominence in the food, beverages, and personal care industry, expanding from a niche ingredient to mainstream use across multiple categories. Driven by converging consumer demand for functional nutrition, ethical sourcing, and science-backed beauty, sea buckthorn with its rare omega-7, high vitamin C, and rich antioxidant profile is increasingly the powerhouse ingredient that brands are turning to, according to GlobalData, a leading intelligence and productivity platform.
The shift is substantiated by GlobalData’s 2026 Q1 consumer survey1, in which 80 % of global consumers value natural claims when making purchase decisions, while organic and plant-based features follow closely at about 67 % and 59 %, respectively.
The berry offers a tart, citrus-like profile and supports immunity, skin health, gut health, and antioxidant protection. Long used as a botanical ingredient in traditional Himalayan and Eurasian cuisines, it is now finding its way into snacks, beverages, and cosmetics & toiletries on retail shelves worldwide.
GlobalData’s latest report “Ingredient Insights: Sea Buckthorn,” examines the ingredient’s expanding footprint across snacks, non-alcoholic and alcoholic beverages, and cosmetics & toiletries, mapping the consumer trends and commercial opportunities available to brands.
From ancient remedy to conscious snacking staple
Consumer appetite for ingredients that deliver genuine nutritional value without synthetic additives is reshaping the snacks category, and sea buckthorn is emerging as one of its most compelling answers.
Rooted in the ethical consumption trend, sea buckthorn’s zero-waste cultivation, certified origin, and vegan credentials are a commercially significant differentiator for brands targeting younger, high-spending consumers. GlobalData’s 2025 Q3 global consumer survey2 shows that an average of 67.5 % of Millennials and Generation Z actively look for ethical or environmentally friendly products, while it tapers down to 54 % among Boomers.
Shagun Sachdeva, Practice Head, Consumer and Foodservice at GlobalData, comments: “Sea buckthorn’s transition into mainstream snacking is not accidental; it reflects an alignment between what the ingredient offers and what today’s consumer is actively seeking. Clean sourcing, functional nutrition, and a compelling origin story are now required by ingredients looking to move from niche to shelf.”
Ingredient versatility fuels beverage innovation
Sea buckthorn is rapidly becoming a versatile staple across the beverage industry. Non-alcoholic applications utilise the berry in functional, health-focused cold-pressed juices, fermented drinks, fruit-infused teas, energy drinks, hydration water and more, while alcoholic variations see it paired with hops in beers or in cocktails with craft gins or as a flavoured aperitif.
According to GlobalData 2026 Q1 global consumer survey1, 23.3 % of consumers choose unusual flavours when buying alcoholic drinks, while 15.3 % like to try new and trendy flavours.
Sachdeva explains: “Consumers are no longer willing to trade off health and taste, and sea buckthorn delivers both. What makes it more exciting in beverages is its ability to travel across consumer need states without losing credibility. It works for the athlete, the wellness seeker, the ethical buyer, and the premium drinker. That kind of versatility and cross-demographic relevance elevates sea buckthorn from a temporary trend to an ingredient with long term commercial potential.”
Hero-botanical with science-backed healthy skin claims
The third defining category where sea buckthorn is moving into the mainstream is personal care. As consumers remain concerned about the impact of chemicals on their health and appearance, beauty brands are actively transitioning this superberry from niche wellness into everyday beauty routines. While facial care remains the category anchor, its reach is expanding into sun care, body, lip care and intimate wash as formulators integrate oils, extracts, and pulps across varied product types to secure unique positioning in both mass and premium markets.
According to GlobalData 2025 Q1 global consumer survey3, about 65 % of consumers remain extremely/very concerned about the impact of chemicals on their health and appearance. The same survey highlights a strong multi-generational anxiety, with 39 % of Boomers, 52 % of Gen Y and 88 % of Millennials feeling extremely/very concerned about the impact of chemicals on their health and appearance.
Sachdeva concludes: “Driven by informed, high-spending ageing consumers, sea buckthorn is cementing its place in mainstream clean beauty. Forward-thinking brands are capturing this durable demand by going beyond traditional skincare and expanding into holistic wellness, ranging from post-procedure recovery to ingestible nutricosmetics and gut-skin health innovations.
This dual-benefit profile as an antioxidant-rich superfood and an advanced cellular repair agent establishes sea buckthorn as a premium, recession-resilient asset across the global functional nutrition and personal care industries.”
1GlobalData’s 2026 Q1 global consumer survey, 22,900 respondents across 44 countries
2GlobalData’s 2025 Q3 global consumer survey, 22,203 respondents across 42 countries
3GlobalData’s 2025 Q1 global consumer survey, 22,090 respondents across 42 countries
Food & beverage (F&B) manufacturers are stepping up reformulation activity using rare sugars, such as allulose and tagatose, as consumer demand grows for lower-calorie, health-forward products that still deliver a familiar sugar-like taste. These next-generation sweeteners are gaining momentum because they can replicate key sensory and functional properties of sucrose while supporting reduced-calorie and low-glycemic positioning. This aligns with the findings of the 2025 Q4 global consumer survey*, in which 66 % consumers say that their food purchases are always or often influenced by a product’s impact on their health and wellbeing, according to GlobalData, a leading intelligence and productivity platform.
Sainul Abidin, Consumer Analyst at GlobalData, comments: “Rare sugars are moving from a niche ingredient to a mainstream reformulation tool because they help brands deliver on two priorities at once: sugar reduction and a close-to-sucrose experience. Unlike many high-intensity sweeteners, allulose and tagatose can support texture, mouthfeel, and other formulation requirements that are critical for consumer acceptance.”
The shift to rare sugars is underpinned by a broad-based rise in health-led decision-making at the shelf. GlobalData’s 2025 Q4 global consumer survey findings reinforce the commercial rationale for brands to prioritise sugar reduction, metabolic health cues, and “better-for-you” reformulation strategies.
Regulatory developments are also encouraging wider adoption. In the US, allulose has received GRAS status and is treated differently from traditional sugars for labeling purposes, supporting product developers pursuing sugar-reduction claims. Similar approvals in other markets are broadening the addressable opportunity for manufacturers and ingredient suppliers.
Abidin adds: “Rapid advances in production technology are further accelerating uptake of rare sugars. Improvements in precision fermentation and enzymatic bioconversion are helping to lower costs and improve scalability, making rare sugars more feasible across mass-market applications such as beverages, snacks, and dairy – categories where both taste fidelity and cost-in-use are crucial.”
Beyond nutrition positioning, functionality is a key differentiator. Rare sugars can provide bulking and browning performance that is important in baking and confectionery, helping manufacturers maintain texture and appearance while reducing conventional sugar. Because performance can vary by ingredient and end use, companies are increasingly selecting between allulose and tagatose based on formulation goals such as sweetness intensity, stability, and browning behaviour.
Adoption is already visible across major consumer brands and ingredient supply chains. Brands including Quest Nutrition have used allulose in products such as protein bars to deliver sweetness with minimal blood glucose impact, while Magic Spoon has incorporated allulose to help replicate the taste and crunch profile expected in cereal. In dairy, Chobani has utilised allulose in its zero-sugar yogurt positioning to maintain a sweet, creamy profile.
On the confectionery side, The Hershey Company has signaled longer-term intent through investments aimed at scaling production of allulose and tagatose. Meanwhile, ASR Group – owner of major sugar brands – has partnered with rare sugar producers to bring tagatose into industrial channels, targeting applications such as chocolate and baked goods where browning performance is valued.
Ingredient manufacturers are also expanding portfolios to meet this demand. Suppliers such as Tate & Lyle and Ingredion have strengthened their allulose offerings for large-scale food and beverage customers, while capacity expansion in Asia-Pacific – supported by investments such as Samyang Corporation’s allulose production push – reflects the region’s fast-growing role in rare sugar enablement and supply.
Abidin concludes: “As consumers continue to scrutinise sugar content without compromising on taste, rare sugars will become an increasingly strategic lever for reformulation. Manufacturers that invest in scalable supply, smart sweetener systems, and application-specific formulation will be best positioned to compete in the next phase of better-for-you product innovation.”
*GlobalData 2025 Q4 global consumer survey was conducted with 22,613 respondents across 42 countries
The orange processing of the 2024/25 season may be intensified in May. Three of the major processors and other two small companies (tool) have been operating at the moment. At least three more units are expected to start activities still in early May.
In the same period of 2023, only three units were operating, and a fourth company started crushing in the second week of the month. This scenario indicates a higher intensity of processing activities this year. Although current volumes are not high yet, players from the industry say that some companies have started operating in order to avoid fruit losses in a year of low supply.
Prices at companies remain firm, reaching BRL 70.00 per box for fruits of the new season. In cases of higher volumes, values can be even higher.
Due to the increase of industrial activities, the downward trend of orange prices in the in natura market, verified in April, is likely to slow down, since producers will have the industry as an option to sell the product. In April, the average for the in natura pear orange, of BRL 91.28 per 40.8-kilo box, in tree, was 3 % lower than in March.
The demand for oranges, in turn, is expected to decrease in May, because of the supply of ponkan tangerine. Moreover, possible milder temperatures in the Brazilian autumn tend to reduce the consumption.
Tahiti lime
The rainfall favoured the development of the tahiti lime in São Paulo state, increasing the supply.
Persistent unfavorable weather conditions are expected to have a significant impact on citrus production in Marketing Year (MY) 2022/23. Post forecasts lemon production to decline by 10 percent from MY 2021/22 to 1.65 million metric tons (MMT). Orange production is projected to fall by 13 percent to 623,000 MT, and tangerine production is expected to decrease by 18 percent to 285,000 MT.
Lemon exports are expected to decline to 200,000 MT in MY 2022/23, due to lower production. Orange exports are projected to decrease slightly to 55,000 MT, and tangerine exports are estimated to decrease to 30,000 MT, both due to smaller production …
Please download the full citrus crop production forecast: www.nass.usda.gov
The Brazilian orange crop for Marketing Year (MY) 2022/23 is forecast at 410.6 million 40.8-kg boxes (MBx) or 16.75 million metric tons (MMT), a slight decrease of 1.1 percent vis-à-vis the current season, with the resumption of the biennial crop cycle and consequently, a lower fruit load per tree. Meanwhile, orange weight at harvest is projected to increase 3.71 percent in relation previous crop, due to heavy rains throughout the citrus belt since October 2022. FCOJ 65 Brix equivalent production for MY 2022/23 is forecast at 1.125 million metric tons (MMT), a decrease of nine percent from the estimated orange juice production for MY 2021/22, which was revised upward to 1.135 MMT. A larger share will supply the U.S. market to compensate Florida’s juice production, which was damaged significantly by hurricane Ian. …
Please download the full report: https://apps.fas.usda.gov
New research shows no adverse association between change in Body Mass Index (BMI) and consumption of 100 % orange juice among older children adding to a growing list of studies suggesting children and teens can benefit from regularly drinking 100 % orange juice without concerns about weight gain. The four-year longitudinal study published in Pediatric Obesity found that drinking 100 % orange juice was associated with smaller changes in BMI over time in girls, with no significant effect on BMI in boys.
The analysis by researchers at the University of Connecticut and Harvard’s School of Public Health and Medical School included children ages 9 to 16 who were followed from 2004 through 2008.1 The analysis showed there was a clear lack of a connection between orange juice and increased BMI in this age group. One hundred percent orange juice contributed, on average, between 40 to 50 calories to the daily diet while milk contributed almost four times that amount, from 150 to 180 calories. This amount of orange juice represents under 4 ounces per day on average, which falls well below the recommendations of the American Academy of Pediatrics, which suggests limits for 100 % fruit juice consumption of 8 oz. daily for children over 7. The 2020-2025 Dietary Guidelines for Americans counts 100 % fruit juice as a fruit serving and recommends that primary beverages either be calorie free – especially water – or contribute beneficial nutrients, such as fat-free and low-fat milk and 100 % fruit juice.2
“Children in this age group fail to consume adequate amounts of fruit and certain micronutrients such as vitamin C and potassium,” said Dr. Rosa Walsh, Director of Scientific Research at the Florida Department of Citrus. “Although the preferred choice is whole fruit, this research supports that moderate consumption of 100 % orange juice can be a beneficial addition to the diet to help meet fruit intake recommendations and is unlikely to contribute to childhood obesity.”
This longitudinal study, funded by an unrestricted grant by the Florida Department of Citrus, adds to the growing body of scientific research supporting the role of 100 % orange juice in adults’ and children’s diets.
- Another data analysis of nearly 14,000 Americans, ages 4 and older, concluded that people who drink 100% orange juice have lower BMI and healthier lifestyle behaviors than people who don’t drink orange juice.3
- A longitudinal analysis of more than 7,300 children and adolescents in the GUTSII cohort concluded that 100% fruit juice or OJ intake was not associated with negative effects on body weight, BMI or BMI percentile. In fact, higher OJ intake was associated with greater changes (positive) in height for girls.4
- A trend analysis for children reported that despite higher energy intakes, there was no significant difference in physical activity levels, percent overweight or obese, or BMI z-score when comparing kids who consume 100 % orange juice versus those who don’t.5
- A comprehensive review performed by the Academy of Nutrition and Dietetics for their Evidence Analysis Library examined the association between 100 % fruit juice intake and weight in children and concluded that the evidence does not support an association between 100 % fruit juice consumption and weight status or adiposity in children ages 2 to 18 years of age.6
Every glass of 100 % orange juice supports overall health and can help adults and children meet intake recommendations for key nutrients they may be lacking in their diets. An 8-oz. serving size contains vital vitamins and antioxidants, including vitamin C, potassium, folate, hesperidin and more, with no added sugar. From helping improve diet quality to providing key nutrients that can help support a healthy immune system, 100 % orange juice offers a number of health benefits and can also easily be incorporated into simple, great-tasting recipes.
About the Florida Department of Citrus
The Florida Department of Citrus is an executive agency of Florida government charged with the marketing, research and regulation of the Florida citrus industry. Its activities are funded by a tax paid by growers on each box of citrus that moves through commercial channels. The industry employs more than 37,000 people, provides an annual economic impact of $6.5 billion to the state, and contributes hundreds of millions of dollars in tax revenues that help support Florida’s schools, roads and health care services.
1Sakaki JR et al. Pediatric Obesity. 2021;Mar 1:e12781.
2USDA and USDHHS. Dietary Guidelines for Americans, 2020-2025. 9th Edition. December 2020. Available at DietaryGuidelines.gov.
3Wang et al. Pub Health Nutr. 2012;15(12):2220-2227.
4Sakaki et al. Public Health Nutr. 2020 Oct 7;1-8.
5Nicklas et al. International Journal of Child Health and Nutrition. 2020;9(3):100-114.
6Evidence Analysis Library (EAL), Academy of Nutrition and Dietetics. Dietary and Metabolic Impact of Fruit Juice Consumption Evidence Analysis Project.
In MY 2019/20, EU citrus production is projected to lower 11 percent to 10.4 MMT. This production forecast is four percent higher than previous estimates. Unfavorable weather conditions in Spain, the EU’s main citrus producer, accounts for the projected drop in overall production. The decline in EU citrus production may encourage EU imports while EU citrus exports remain flat in response to higher domestic EU demand. Strategic export markets destinations for EU citrus continue to be Canada, the Middle East, and China. In MY2019/20, U.S. tariffs related to the World Trade Organization Case against EU aircraft subsidies will likely impact Spanish exports of clementines and lemons. During the Covid-19 pandemic, domestic demand for citrus held strong as consumers looked for foods to strengthen the immune system. As of the date of this report, EU citrus exports have not been directly impacted by the pandemic. …
Please download the full report: apps.fas.usda.gov
The total cherry production forecast in Turkey in Marketing Year (MY) 2019/20 is 865,000 metric tons (MT), which is 41,000 MT more than MY 2018/19. The peach and nectarine production forecast for MY 2019/20 is 830,000 MT, 40,000 MT more than MY 2018/19. Stone fruit exports are increasing due to abundant production and strong demand from the Russian and EU markets. Turkey has begun exporting fresh sweet cherries to China for the first time. This report covers cherries, peaches, and nectarines. …
Plesase download the full report as pdf-file under https://bit.ly/2ZuyDoB
MY 2018/19 EU citrus production is projected to reach 11.6 MMT, an eight percent rise compared to previous year and consistent with previous estimates. The regional increase is due to an expected rebound in Spanish production, the EU’s main citrus producer. Favorable weather conditions facilitated good flowering and fruit setting. Spain expects a 14.6 percent increase in citrus production from the previous year at 7.3 MMT and 0.4 percent higher than previous estimates. In February 2019, Spanish growers protested against the European Commission as the rise in EU imports of South African citrus lowered EU prices. However, the rebound of EU citrus production may result in a reduction in EU citrus imports. Strategic markets destinations for EU citrus exports continue to be Canada, the Middle East and China. In addition, in MY 2017/18 EU imports of U.S. grapefruit and orange juice declined due to a decrease in U.S. production.
Read the complete report
EU-28 production of peaches and nectarines in MY 2018/19 is estimated at 3.5 million MT, 12 percent lower compared to the previous campaign due to unfavorable weather conditions in most of the major producing countries.
Total cherry production in MY 2018/19 is projected to grow to 793,058 MT, a 30 percent increase compared with last season. This increase is supported by expected strong growth in Poland and Germany.
The value of EU-28 stone fruit exports continues to decline as a result of the 2014 Russian embargo imposed on agricultural and food products, including stone fruit, from the European Union. During MY 2017/18, EU imports of U.S. cherries increased significantly, valued at $ 9.4 million, and reinstated the United States as the fourth largest non-EU supplier of cherries. …
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