The cassia plant, native to china has now been adopted and grown widespread in many other countries such as India, Sri lanka, and the Indonesia.Product Overview
The cassia gum powder has over the years gained popularity in use in foods, flavors, cosmetics and in the health care industry mainly in the countries of Asia Pacific and Europe. In other nations it is also referred to as the cinnamon powder.
One distinguishing characteristic is the fact that it has a warm and stimulating aroma and used in various foods as a flavoring such as confectionaries, bakery products, and ingredient in the cosmetics manufacturing.Industry Chain Analysis
The value addition process of the cassia powder involves cleaning of the source material to eliminate the presence of the cassia Occidentalis. De-husking and de-germing is then done through thermal and mechanical treatment followed by milling and screening of the endosperm. Further purification is done by extraction with isopropanol.Marketing and Various Applications
The United States of America accounts for the largest market share for the cassia powder. It is widely accepted as an important food stabilizer, with a high demand in Europe as well.
The powder is also very important in the manufacture of many personal care products such as shampoos and conditioners giving a soft and smooth finish to the hair. The powder is also used as a thickener in creams and lotions.
Cassia Powder International Market Analysis
The market segmentation of the cassia powder can be classified into various categories such as
- On basis of the source of powder, it can be from organic farms or grown conventionally.
- End uses :
- Food; Baked goods, confectioneries and chewing gums.
- Dietary supplements
- Household applications
- Health care ( in Ayurvedic and Unani medicines)
- Other applications( these include cordials, natural remedy for hair treatment)
- Distribution systems :
- Direct selling from processor to user ;
- Indirect such as supermarkets, convenience stores, online retailing , specialty stores
Challenges Facing the Cassia Powder Production and Marketing
Despite the widespread availability of the cassia tora plants in India, there has been some setbacks in the marketing of the cassia powder. This is the achievement of consistent quality powder as well as meeting the industry demands. The development of adequate infrastructure for marketing for the powder is also seen as very important in attaining the full production and marketing potential of the cassia powder.
Competitive Landscape for the Cassia Gum Powder
The cassia powder continues to stand out as a preferred spice, flavoring, and thickening agent. The demand for this product in the international market continues to grow. This is also supported by the fact that it also acts has anti fungal and anti bacterial properties, excellent conditioner and has very good moisture retention. Researchers predict an over 35% rise in demand in the hair care market segment alone. It is also expected that there shall be an over 5 % increase in the demand from the pharmaceutical sector.