Camelina Oil Market - North America

Part
01
of four
Part
01

Camelina Oil Market - Xasinuote,  H&B Oils Center Co., and MakingCosmetics

H&B Oils Center Co. sells camelina oil products in raw, unrefined form for use in cosmetic products. MakingCosmetics also sells the oil in its raw form for use in beauty and cosmetic products (e.g., Glytone and Rare Elements) and in finished products.

INSIGHTS

  • According to a report from Technavio, the Americas dominated (47%) the global camelina oil market in 2017, followed by EMEA and APAC. Technavio expects the global camelina oil market to post a CAGR of nearly 9% during the 2018-2022 period. The versatile nature of camelina oil (i.e., it is an ingredient in beauty products and a biofuel) will be the primary driver of that growth.
  • Linnaeus Plant Sciences, Inc. is a global leader in camelina development. The company has been working on camelina as a replacement for petroleum products. In Saskatchewan, camelina oil research and development is led by Oilseed Innovation Partners, the province's bioscience industry association, which is funded by the Canadian Agricultural Partnership.
  • Another top company in Canada's camelina oil market is Smart Earth Seeds.

MAKINGCOSMETICS

MESSAGING
  • MakingCosmetics describes its product as an unrefined, nondeoderized virgin camelina oil. The company positions its camelina oil as a natural oil for external use only that has properties and benefits for healthy skin and hair. The company notes that camelina oil can be added to existing product formulas as is and has a variety of applications including creams, lotions, hair care products, sun care, and lip care.
  • MakingCosmetics notes that they extract camelina oil through cold-pressing camelina seeds, and they make their products in the US.
OIL PRODUCTS
  • MakingCosmetics sells camelina oil in both its unrefined form and as a finished product. One of MakingCosmetics's finished products is Natural Emollient, which is available in a variety of sizes (from 125mL to 18kg). Brands that use MakingCosmetics's oil include Rare Elements (Essential Conditioner), Mama Mio (O-Mega Wonder-Full Balm), and Glytone (Lipid Recovery Cream).

H&B OILS CENTER CO.

MESSAGING
  • H&B Oils Center Co. describes its product as 100% pure and extracted through cold pressing. The company notes the uses of the oil (e.g., hair care and skincare) and the oil's benefits (e.g., high amounts of Vitamin E and omega fatty acids that moisturize the skin). The company also describes the history of the oil's use and its European origins.
PRODUCTS
  • H&B Oils Center Co. sells its camelina oil as Camelina Oil Unrefined Organic Virgin Cold Pressed Raw Premium Fresh Pure and in a variety of sizes (from 4 oz to 64 oz). Additionally, H&B sells its product at wholesale prices.

 RESEARCH STRATEGY

We began our investigation with an inquiry into each company's website. This avenue of inquiry yielded information on available products and the advertised benefits of camelina oil. However, we were unable to constrain any of the companies' regions of distribution. Each company has an associated e-commerce platform that ships internationally. We can only surmise that each company's region of distribution is global.

We were also unable to locate any information concerning Xasinuote's messaging, available products, or region of distribution. While we made a thorough search of the company's corporate site, we were only able to uncover information on the benefits of camelina oil. The company's website does not provide any information on camelina oil products offered by Xasinuote. Expanding our search to e-commerce platforms (e.g., Amazon and Shopify) yielded no information on Xasinuote's products. Our next step was to make inquiries into media and market intelligence sources (e.g., Technavio and Industrynewsblog.com). This avenue did yield results in the form of reports that list Xasinuote as a key player in the camelina oil market. Unfortunately, any detailed information about the company is behind the paywalled sections of the reports. We can only conclude that any relevant data concerning Xasinuote's involvement in the sale or supply of camelina oil are not publicly available.
Part
02
of four
Part
02

Camelina Oil Market -  Wild Gold,  Hummingbird Wholesale, and  Flaxen Performance

The messaging of Wild Gold and Flaxen Performance is mostly centered on curating and creating unique camelina oil products.

WILD GOLD

MESSAGING
  • Wild Gold aims to offer the healthiest nutritional supplements for pets, people, and horses wherever the camelina is farmed, providing a rare level of traceability considering the modern supplement market.
AVAILABLE CAMELINA PRODUCTS

DISTRIBUTION REGIONS
  • Wild Gold is distributed by various dealers within areas of the United States.

HUMMINGBIRD

MESSAGING
  • Hummingbird Wholesale is involved in guiding the world toward a food production system that is sustainable, supporting the health of the individuals that depend on it, along with the world's ecosystems.

AVAILABLE CAMELINA PRODUCTS

DISTRIBUTION REGIONS

FLAXEN PERFORMANCE

MESSAGING
AVAILABLE CAMELINA PRODUCTS
DISTRIBUTION REGIONS
  • N/A

Research Strategy:

We were unable to find any available camelina oil products from Hummingbird Wholesale and the distribution region for Flaxen Performance. To locate the requested information, we implemented the strategies outlined below:

Our research began on the companies' websites, where we found information about each manufacturer of camelina oil. We located all the requested data for Wild Gold on its website. Camelina oil products from Hummingbird Wholesale were not available on their site. However, we discovered that the messaging was generally based on how Hummingbird Wholesale incorporates humanity into the business relationship. We also used the search button on their website, hoping that the products were archived, but to no avail.

Next, we explored business sites such as Hoovers, Crunchbase, and the Better Business Bureau, where we located some information. We wanted to find the requested data for Flaxen Performance's distribution regions. However, there were no details on Flaxen Performance, so we visited their Facebook account, hoping that they would provide details as to how they distribute their products, but we were unsuccessful. Using this research strategy, we also searched for Hummingbird Wholesale social media posts for camelina oil products and found a relevant post, but it was from 2012. Camelina oil products from Hummingbird Wholesale may have been removed, or they are not currently providing the product.

We also explored organizations such as the Agricultural Marketing Resource Center and the U.S. Department of Agriculture, where we came across additional details on research services, agricultural library, and statistics, members and specialist. We wanted to find details on Flaxen Performance, but this research path did not yield results. Most information was about their agricultural business strategy, analysis, and commodities and products.
Finally, we explored news portals such as Business Wire, Bloomberg, and Science Daily for articles, reviews, and press releases for the manufacturers/distributors of camelina oil listed in this request. Again, we were unable to find information on Flaxen Performance's distribution regions or camelina oil products from Hummingbird Wholesale.
Since Flaxen Performance is small and privately-owned, we assumed that they do not disclose their distribution information to the public. For Hummingbird Wholesale's camelina oil product, we concluded that they are not offering it since it is not available on their website.
Part
03
of four
Part
03

Camelina Oil Market -   Three Farmers and  Botanical Beauty

The messaging of Three Farmers about their camelina oil is that it is a salad oil, a cooking oil, and a healthy, Omega-­3 supplement. The oil has three variants: Original Camelina Oil, Roasted Garlic & Chili, and Roasted Onion & Basil. Camelina oil products from Three Farmers are distributed throughout Canada via Three Farmers retail stores, larger grocer partners, and online retailers. However, even after exhaustive research in the public domain, information about Botanical Beauty's messaging, available camelina oil products, and distribution regions could not be located in the public domain.

THREE FARMERS

MESSAGING
  • Three Farmers markets their camelina oil as the perfect cooking oil. They describe the oil as having light, nutty, earthy tones, which makes it easy to include in one's everyday diet and favorite meals.
  • The messaging of the Three Farmers camelina oil products is centered around the fact that it can easily be used to replace any other cooking oil, and that it can be a salad oil, cooking oil, and a healthy Omega-­3 supplement.
  • Three Farmers also highlights the fatty acid profile that is favorably balanced and the high smoke point of their camelina oil products.
  • Three Farmers uses the expeller cold press process to manufacture their camelina oil. They describe this process as a chemical-free mechanical process where the camelina oils are processed at temperatures less than 40 degrees Celsius so that the delicate taste profile of the oil is not damaged.
AVAILABLE CAMELINA OIL PRODUCTS
  • Original Camelina Oil has a light, subtle flavor with hints of asparagus and a gentle nuttiness.
  • Roasted Garlic & Chili has the taste of roasted garlic paired with the kick of hot chili, perfect for pasta and stir-fry.
  • Roasted Onion & Basil has the subtle sweetness of roasted onion coupled with fresh, herbal notes of Thai basil; perfect for seasonal salads.
DISTRIBUTION REGIONS
  • Three Farmers' camelina oil is distributed throughout Canada through Three Farmers retail stores, larger grocer partners, and online retailers. Some grocer partners of Three Farmers are Loblaws, Shoppers Drug Mart, London Drugs, Calgary Coop, Choices Markets, Sobey’s, Thrifty Foods, Vita Health Food Stores, and Whole Foods. Some online retailers are Amazon Canada, Well Canada, and FoodiePages Canada.

OTHER FINDINGS

BOTANICAL BEAUTY: CAMELLIA OIL

MESSAGING
  • Botanical Beauty positions its camellia oil as a 100% pure, natural, undiluted, refined, cold pressed carrier oil which is rich in antioxidants to revitalize and rejuvenate the hair, skin, and nails.
  • The messaging is that the Botanical Beauty camellia oil is a light, non-greasy oil that easily blends into the skin and leaves it smoother and more resilient. The oil moisturizes, softens fine lines and wrinkles, and helps restore skin's elasticity and tone for all skin types.
  • The oil is also marketed as a cure for damaged skin because of acne, psoriasis, eczema, sunburn, and other conditions. It also helps for dry, damaged hair, dry scalp, and brittle nails.
AVAILABLE PRODUCTS
DISTRIBUTION REGIONS

RESEARCH STRATEGY

To determine the messaging, available camelina oil products, and distribution regions of Three Farmers and Botanical Beauty, we started looking into their respective websites. Through this strategy, we were able to find all the requested information for Three Farmers. However, we could not find Botanical Beauty's website. We found a blog called Botanical Beauty Blog, but this turned out to be the blog for a company called Chateau Cosmetics, which doe not have any camelina oil products. We also found a beauty store in New Zealand called Botanical Beauty and a blog that says Botanical Beauty is a Dutch skincare brand. However, the beauty store in New Zealand does not have any camelina oil products, and we could not find a Dutch skincare brand called Botanical Beauty.

Next, as Botanical Beauty has been cited in several market reports as one of the top key players in the camelina oil industry, we looked into these reports and their press releases for any information that might give us a starting point on the company. However, all of these reports are paywalled, and their press releases were also not helpful in giving more information about Botanical Beauty.

Lastly, we looked into Amazon in the hopes that one of their camelina oil products is by Botanical Beauty. We found the product catalog of Botanical Beauty on Amazon, where there are dozens of different oil products. However, we did not find any camelina oil products; instead, we found some camellia oil products. Unfortunately, after some research, we found that camellia oil and camelina oil are not the same. However, we have included the information for the Botanical Beauty camellia oil products as 'other findings' above.
Part
04
of four
Part
04

Camelina Oil Market -    Simply Earth and  Cebra ethical skincare

The messaging, camelina oil products available, and distribution regions for Simply Earth and Cebra ethical skincare are highlighted in the below findings. However, no camelina oil product was found at Cebra, but a product with similar feature components as the camelina sativa seed was mentioned.

SIMPLY EARTH: THE MESSAGING

  • Simply Earth tells customers to embark on a "journey to a toxin-free home."
  • The company places urgency (call-to-action) in its messaging to customers by using statements like "if you were thinking about subscribing, today is the day!⁠"
  • Simply Earth makes use of incentives in its messaging with examples such as, "if you subscribe today, you get the Big Bonus Box!"
  • The company intensifies their brand messaging with hashtags such as #toxinfree, #natural, #easyrecipes, #productswithapurpose, #essentialoils, #soldout, and many more.
  • Simply Earth uses video uploads on YouTube to communicates its "essential oil unboxing and promo code."

⁠CEBRA ETHICAL SKINCARE: THE MESSAGING

AVAILABLE CAMELINA OIL PRODUCTS

SIMPLY EARTH: DISTRIBUTION REGIONS

  • Simply Earth operates a direct-to-consumer approach for its sales strategy through online, fairs, and stores. There are no middlemen and no upcharges.
  • The company's distribution region is highly concentrated in the United States. Other distribution regions include Honolulu, Puerto Rico (US), Israel, and Singapore.
  • In August 2019, the company's website received 2,866 organic visits from the US, 277 from Canada, 219 from Great Britain, 189 from Australia, 46 from India, and 10 from Singapore.

CEBRA ETHICAL SKINCARE: DISTRIBUTION REGIONS

  • Cebra is located in Germany and its distribution regions include the country of its location, the EU, the US, Canada, and the rest of the world.
  • The company operates a direct-to-consumer sales strategy with shipping to any part of the world.
  • In August 2019, the company's website received 80 organic visits from the US, 67 from Great Britain, 21 from Canada, 11 from Australia, 3 from India, and 2 from South Africa.

RESEARCH STRATEGY

We started our findings by looking through the companies' websites. We used the data from these websites as our primary source of information to determine the messaging, available camelina oil products, and the distribution regions for the two companies.

We complemented our findings on messaging by looking at the social media platforms (Facebook and YouTube) of the two companies. For the distribution regions, we also analyzed the August 2019 data on traffic generated from countries by these websites.

We found no camelina oil product is currently available at Cebra. We searched through its products line to see if any of them were made from the camelina sativa seed and none were found. Looking through the list of Cebra's oil products, we found that the Red Raspberry Seed Oil has similar feature components to camelina oil. Although we mentioned it in our findings, it must be noted that no mention of the camelina sativa seed as an ingredient was referenced in the production of the Red Raspberry Seed Oil.

We concluded that the non-availability of the camelina oil product at Cebra may be due to no available stocks presently.
Sources
Sources

From Part 01
Quotes
  • "A key factor driving the growth of the market is the usage of camelina oil in the beauty and cosmetic industry. The human body is incapable of producing essential fatty acids (EFAs). The regular application of camelina oil, which is rich in EFAs, makes the skin healthier, helps maintain the functions of the skin (like prevention of water loss and new cell generation) and gives relief from various skin problems."
  • "There has been an increasing demand for and production of renewable fuels and biofuels because of rising environmental concerns, such as greenhouse effect and concerns related to fossil fuels. This has made camelina seed crops an attractive option for biofuel production. Camelina oil is extracted out of camelina seeds, which are known to have up to 45% oil content"
  • "The Americas led the market in 2017 with a market share of over 47%, followed by EMEA and APAC respectively. However, during the forecast period, the EMEA region is expected to register the highest incremental growth, followed by the APAC region."
Quotes
  • "Grushcow, who founded a software company that was sold to Microsoft in 1991, is convinced camelina will be the next Cinderella crop in Western Canada. There’s only about 5,000 acres of camelina in Saskatchewan this year, but Grushcow envisions a much larger number in the near future. “I think there’s going to be an explosion in acres in a couple of years,” said Grushcow, founder and president of Smart Earth Seeds in Saskatoon."
  • "In November the Canadian Food Inspection Agency approved camelina meal as feed for laying hens. In April the CFIA approved camelina oil as a feed ingredient for farmed salmon and trout. In May Ag West Bio, Saskatchewan’s bioscience industry association, invested $300,000 in Smart Earth Seeds."
  • "Camelina oil has the potential to displace fish oil in the aquaculture industry because it has high levels of omega 3 fatty acids. “The use of wild-sourced fish to feed the farmed fish is not sustainable either ecologically or economically,” Claude Caldwell of Dalhousie University said in a statement."
Quotes
  • "Guelph ON – Horses and their owners weren’t the original target market when Linnaeus Plant Sciences Inc. first began working with camelina as a possible source of oils that could replace petroleum-based products. The company is a global leader in camelina development and has created new varieties that are high yielding and disease resistant. The resulting oil from the crop is high in omega-3 fatty acid, which is what first caught the attention of Canada’s equine industry."
  • "Canada’s climate means horses can’t be grazing on outdoor pastures year-round and adding omega-3s to their diets helps supplement their rations when they’re consuming dried hay instead of fresh grass. “It gives horses’ coats a nice glossy sheen, allows for healthy hair growth, and is good for their skin when they get itchy and dry in the winter from wearing blankets,” says Jenna Tranter of Four Corners Equestrian, who has been working with Linnaeus on selling the oil. “This is especially important for competitive equestrians whose horses have to look perfect all the time.”"
Quotes
  • "Description: Natural 100% virgin camelina oil. Unrefined and not deodorized. Mild oil that contains over 50% polyunsaturated fatty acids. 35-45% omega 3, 15-20% omega 6, 30% omega 9. Light yellow oil. Color can vary due to natural product."
  • "Benefits: Very nourishing plant oil with natural vitamin E Helps keep the skin elastic, moisturized and protected Great ingredient to add nourishing properties for skin and hair products"
Quotes
  • "ORGANIC CAMELINA OIL, UNREFINED, VIRGIN, COLD PRESSED, RAW, PURE THIS OIL SUITABLE FOR FOOD AND COSMETIC PURPOSE"
  • "Description: Camelina oil comes from seeds of Camelina Sativa, commonly known as false flax. Camelina oil has been used in Europe and North America for a few centuries as an oilseed and for lighting lamps. Camelina oil has been found to contain high amounts of omega – 3 fatty acids, like flaxseed oil"
From Part 03