Barley Malt Syrup Market

Market Overview

The global barley malt syrup market size was valued at USD 473.4 million in 2023 and is projected to reach a value of USD 555.9 million by 2032, registering a CAGR of 1.8% during the forecast period (2024-2032). The growing customer preference for natural sweeteners drives Barley Malt Syrup's market share.

Barley malt syrup is a sweetener made from malted barley grains during the malting process. Malting is soaking and germinating barley, which allows enzymes to transform starches into fermentable sugars. The liquid is then condensed to produce a thick, sticky syrup. This sweet syrup has a unique malt flavor that is both rich and complex.

The global barley malt syrup market growth is defined by increased demand for natural sweeteners, driven by consumers' increased health consciousness. Barley malt syrup, produced by the malting of barley grains, has a particular flavor profile and a dark color, making it a popular choice in the food and beverage business. Its flexibility is demonstrated in various applications, including baking, brewing, and gourmet creations. The syrup finds extensive use in the brewing industry for beer manufacturing. While facing competition from alternative sweeteners, opportunities exist to grow its footprint in the natural and organic food category, develop innovative product formulations, and capitalize on global culinary trends. Challenges include potential supply chain interruptions and regulatory considerations, underlining the importance of ongoing market adaptability.

Highlights

• Conventional generates the highest revenue share in the market by nature.
• Diastatic occupies the major share of the market by extract type.
• Bakery and Confectionery are major applications of the market.
• B2B is a significant contributor to the market based on sales channels.

Market Dynamics

Global Barley Malt Syrup Market Drivers:

Consumers Preference for Natural Sweeteners

The growing demand for natural and minimally processed sweeteners has boosted the market for barley malt syrup, which is prized for its natural origin and distinct flavor. Barley malt syrup has grown in popularity as a natural sweetener due to its unique qualities. Consumers increasingly seek alternatives to processed sugars and artificial sweeteners, preferring naturally produced alternatives. Barley malt syrup, made from malted barley grains and the malting process, is consistent with this trend for natural and minimally processed components. Surveys and consumer surveys show that people are becoming more aware of and prefer natural sweeteners. According to 2023 research from the International Food Information Council (IFIC), 72% of Americans attempt to restrict or avoid sugar. 

According to Kerry's 2023 survey, 75% of worldwide customers choose natural sweeteners versus artificial alternatives. The top five popular sweeteners worldwide are honey, sucrose/sugar, Stevia, coconut sugar, and fructose. According to a Nielsen survey, 73% of global customers are willing to pay a premium for items created with natural ingredients, indicating a strong preference for natural sweeteners such as barley malt syrup. Food and beverage firms frequently use barley malt syrup's natural and wholesome image in marketing campaigns. Packaging and promotional materials stress the product's natural origin and lack of artificial ingredients, appealing to consumers looking for cleaner and more natural ingredient lists. The popularity of barley malt syrup reflects a broader trend of natural sweetener innovation. As more customers prioritize health and well-being, there is an ongoing examination of alternatives, and the barley malt syrup market trend is rising.

Global Barley Malt Syrup Market Restraints:

Availability of Alternative Natural Sweeteners

Barley malt syrup faces stiff competition from other natural sweeteners like honey, which has long been popular due to its distinct flavor and supposed health benefits. Maple syrup, agave nectar, and sugar substitutes such as Stevia and monk fruit are among the many options accessible to consumers looking for natural sweeteners. According to Statista, the honey market is expected to generate USD 50.01 billion in revenue by 2024. The market is predicted to increase at a 7.92% yearly rate. This increase in the honey market indicates the ongoing desire for natural sweeteners and the competitive environment in which barley malt syrup operates.

Additionally, taste preferences, potential health benefits, and specialized culinary or beverage applications are all common considerations when selecting natural sweeteners. Some consumers may prefer honey's distinct floral overtones, maple syrup's rich flavor, or other sweeteners' reduced calorie content. The natural sweetener market is constantly evolving, with new products entering the market. For example, the popularity of alternative sweeteners, such as monk fruit sweeteners, has grown in recent years. Monk fruit sweetener is known for its zero-calorie properties and is used as a sugar substitute in various food and beverage products. Similarly, Stevia is a highly popular low-calorie sweetener. Also, maple syrup is a natural sweetener with natural sugar and nutritional benefits.

Global Barley Malt Syrup Market Opportunity:

Expansion in the Natural and Organic Food Segment

The increased consumer demand for natural and organic foods creates a considerable opportunity for barley malt syrup. Manufacturers can pitch it as a high-quality, natural sweetener that appeals to consumers looking for clean-label and organic options. Global demand for natural and organic food items is expanding as people prioritize health and sustainability. Barley malt syrup, a natural sweetener from malted barley grains, fits nicely into the wild and organic food categories. According to the Organic Trade Association, overall organic sales in the United States in 2023 will be USD 67.6 billion, including organic non-food products. Organic food sales were USD 61.7 billion in 2022. This expansion demonstrates the growing demand for organic food products, including sweeteners such as barley malt syrup. 

Furthermore, according to a 2023 Ipsos research, Indians are still concerned about their health and healthcare following the pandemic. According to the survey, Indians are increasingly aware that their health is under their control. Consumer tastes are shifting toward healthier choices as people become more aware of the impacts of sugar consumption and more health conscious. The Indian Sugar Mills Association (ISMA) anticipates that India's sugar production will be around 337 lakh tonnes (lt) in the 2023-24 season, down 8% from the predicted 366 lt in 2022-23. As a result, it is likely to drive future market growth.

Regional Analysis

The global barley malt syrup market analysis is conducted in North America, Europe, Asia-Pacific, the Middle East and Africa, and Latin America.

Europe Dominates the Global Market

Europe is the most significant global barley malt syrup market shareholder and is estimated to grow at a CAGR of 2.3% over the forecast period. Europe is expected to have the largest market share due to its strong product visibility and considerably better purchasing power parity than other nations. In addition, the region is one of the largest barley exporters and accounts for a significant portion of total barley imports. However, the market share is expected to decline as the year advances, giving way to other rising regions and economies in Asia-Pacific. The foundation of the European Union has increased the usage of various commodities due to lower import levies while also fostering industrial growth through the free movement of people. 

Furthermore, the region has seen a steady increase of skilled migrant workers from European nations such as the United Kingdom, Germany, and Finland, among others, because they offer a better education and lifestyle. These immigrants are potential consumers who can help boost barley malt syrup consumption in this region in the coming years. Furthermore, Europe ranks among the top areas regarding exports and consumption of baked products. 

Asia-Pacific is anticipated to exhibit a CAGR of 2.8% over the forecast period. Barley malt syrup has a long history of use in Asian cuisine, where it is valued for its distinct flavor and adaptability. In Japan and South Korea, barley malt syrup is occasionally used in traditional recipes to add sweetness to specific meals. Barley malt syrup is used in conventional Chinese sweets like cotton candy. It's also found in malt loaf. Its applications range from classic to current culinary practices, such as manufacturing beverages, baked items, and savory foods. A no-sugar diet based on whole foods promotes healthy lifestyle practices.

Additionally, China's fitness business is quickly expanding, with over 128,000 fitness studios by 2023. The country's middle class, which accounts for over 30% of the population, is becoming more health-conscious and seeking more fitness facilities. The fitness industry's growth is driving the market indirectly.

North America accounts for a sizable market share. In the United States, the craft brewing industry has been an early adopter of barley malt syrup. Craft breweries cherish the specific flavor profile that barley malt syrup imparts to beer, contributing to its distinctive taste and character. As North American consumers seek artisanal and craft products, small and independent breweries increasingly use barley malt syrup. This is especially true in the manufacture of craft beers, where brewers prioritize natural ingredients and traditional brewing procedures.

However, According to a 2023 analysis from Craft Brewing Business, craft beer production will fall in 2023, the first time since 2020 that independent brewers have seen such a drop. The Brewers Association reported a 2% fall in craft beer sales in the first half of 2023, although the second quarter outperformed the first. Consequently, it hurts the regional market.

Segmental Analysis

The global barley malt syrup market is segmented based on nature, extract type, application, and sales channel.

The market is further segmented by Nature into Organic and conventional.

Conventional generates the highest revenue share in the market.

Conventional

The conventional section of the barley malt syrup market includes items generated through traditional farming practices. Common barley malt syrup is made from barley grains grown with synthetic pesticides, herbicides, and other standard agricultural techniques. The production procedure uses typical industry practices without explicit adherence to organic standards. Conventional barley malt syrup is frequently more widely available, which may appeal to consumers who value affordability and availability.

Organic

The organic segment refers to items produced using organic farming practices. Barley malt syrup, classified as organic, is made from barley grains grown without synthetic pesticides, herbicides, or genetically modified organisms. The production process, from barley farming to malting and syrup extraction, follows organic guidelines, ensuring low environmental impact and emphasizing sustainability. Organic barley malt syrup is frequently selected by people looking for clean-label products free of chemical residues that correspond with their environmental stewardship goals.

Based on extract type, the market is fragmented into Diastatic, Non-Diastatic.

Diastatic accounts for the largest share of the market.

Diastatic

Diastatic barley malt syrup is made using a malting procedure that preserves the enzyme diastase. This alpha-amylase enzyme is essential for converting starches into fermentable sugars during malting. Diastatic barley malt syrup is commonly used in baking and brewing applications requiring enzyme activity for dough fermentation or beer production. As it contains diastase, diastatic barley malt syrup is appropriate for improving the rise and texture of baked items and helping to convert starches into sugars during brewing. Diastatic barley malt syrup is in high demand due to its unique enzymatic properties, which make it an ideal choice for applications that require enzymatic activity. Bakers and brewers frequently use diastatic barley malt syrup to obtain desired results in their finished products.

Non-Diastatic

Non-diastatic barley malt syrup is made by heating malted barley to deactivate the enzymes included in the malt, particularly diastase. This mechanism inhibits enzyme activity and hinders further starch conversion into sugars. Non-diastatic barley malt syrup is widely used as a sweetener in food applications that do not require enzymatic activity, such as sweet baked goods, sauces, and dressings. The market need for non-diastatic barley malt syrup stems from its versatility as a sweetener with a distinct flavor. It is suitable for uses that do not require enzymatic activity, allowing it to be utilized in a broader range of culinary creations than just baking and brewing.

The market can be bifurcated by application into Bakery and Confectionery, Beverages, Snacks, and Desserts.

Bakery and Confectionery are significant applications of the market.

Bakery and Confectionery

Bakery and confectionery applications include barley malt syrup manufacturing various baked goods and items. Barley malt syrup is prized in this category due to its distinct flavor profile, sweetening qualities, and ability to contribute to desirable textures and colors in baked goods. It is often used to formulate bread, cookies, cakes, pastries, and confectionery items, providing a distinctive malt sweetness. The baking and confectionery area is a large market for barley malt syrup, with bakers and confectioners exploiting its flavor and functional features to create a wide range of tasty items. 

The rise of the café culture and increased consumer expenditure are vital reasons this application will dominate the barley malt syrup industry. The consumption expenditure has been steadily rising. This rise became more visible after China opened its market in the 1970s, and India liberalized it in 1992. Furthermore, the extensive range of assortments in the bakery and confectionery sector and the growing culture of presenting chocolate and pastry boxes have all contributed to the sector's growth.

Beverages

In the beverages industry, barley malt syrup is utilized for its sweetening capabilities and its capacity to impart a distinctive malt flavor. It is widely used in the brewing sector for beer manufacturing. It can also be used to sweeten and complexify non-alcoholic beverages, malted drinks, and specialty beverages.

Based on the sales channel, the market is B2B and B2C.

B2B is a significant contributor to the market.

B2B

Barley malt syrup is typically offered to corporations and enterprises through the B2B sales channel rather than directly to end users. B2B transactions entail the bulk purchase and distribution of barley malt syrup to various industries and enterprises that use it as a component in their production processes. This covers bakeries, breweries, food processors, and other food and beverage-related businesses. B2B transactions frequently involve more enormous volumes, and purchasers in this channel commonly employ barley malt syrup as a crucial element in their product compositions.

B2C

 In the B2C sales channel, barley malt syrup is sold directly to customers through various retail venues. Consumers purchase smaller quantities of barley malt syrup for personal use in their homes. This channel comprises traditional brick-and-mortar establishments, specialized food stores, internet sellers, and supermarkets where customers can purchase packaged barley malt syrup for use in the kitchen.

Recent Developments

• February 2024- Cargill acquired two meat facilities from its long-term partner, Ahold Delhaize USA.
• September 2023- VIVESCIA and its partners announced the inauguration of TRANSITIONS, a brand-new program for France on an unprecedented scale, with around 1,000 farms participating by 2026!
• November 2023- Boortmalt showcased newly developed malt specialties in collaboration with Vivagran, which will be true malt world novelties.