In the U.S. market, consumers increasingly prefer high-purity, additive-free kale powder produced with advanced processing technologies (e.g., freeze-drying) and backed by scientific certifications. There is also growing demand for functionally blended formulas and products with sustainable supply chains.
Functional Blends: Meeting Scenario-Specific Needs
Sports Nutrition: Blackwood’s kale powder contains 23.3g of protein per 100g (equivalent to 4 eggs) and 57.43g of dietary fiber (114 times that of spinach), making it a top choice for fitness enthusiasts seeking high-protein, high-fiber meal replacements. Its smoothie recipe with banana and pineapple masks the grassy taste while enhancing flavor with natural sweetness.
Gut Health: Navitas Organics’ “Kale + Probiotics” blend, targeting microbiome balance, saw a 300% sales surge in premium retailers like Whole Foods. Such products leverage the synergy between kale’s fiber and probiotics to meet demand for functional foods.
Convenience: Single-serve packets (e.g., 10g sticks) dominate the market. For example, Xishan Huafang’s 10g × 30-pack format suits busy professionals and students—just mix one stick for instant satiety.
Beverage Channel Boom:
In summer 2025, U.S. tea drinks embraced a “green veggie trend,” with Heytea and Jamba Juice’s kale-based beverages seeing a 44-fold spike in delivery orders. Heytea’s “Detox Bottle” sold over 37 million cups, driving raw material demand and proving consumer acceptance.
Functional Food Growth:
The U.S. functional food market share rose from 18% (2024) to 25% (2031), with a 10.2% CAGR. For instance, Fujikale’s “Kale + Chia + Apple” powder, using fruit sweetness to offset kale’s bitterness, scored 60% higher in taste tests and ranked among Amazon’s top 3 sellers.
Kale powder’s popularity stems from health trends and supply chain innovation. For suppliers, quality, technology, and service are critical. By ensuring end-to-end control, continuous R&D, and one-stop solutions, they can capitalize on this boom while sustaining long-term industry growth.
