2024 Hemp Truths Report

In honor of National Hemp Day (February 4th), Manitoba Harvest has released its 2024 Hemp Truths Report. The survey, which polled over 13,000 Americans, provides a deep dive into how consumers consider the world’s most versatile super seed.

Manitoba Harvest Products

People Want to Eat More Hemp

Hemp is one of the fastest-growing superfoods, with more than 1 in 3 Americans considering consuming or buying hemp-related foods in the future. In fact, the intent to purchase hemp products has increased by 12% YoY, the largest growth compared to other popular wellness products like protein powder or chia seeds. However, despite this desire to try hemp products, there are a few key things consumers are looking for to increase their hemp consumption:

  • Nearly a quarter of Americans want to try hemp but don’t know how to use it
  • 70% of consumers want to purchase hemp seeds but want more information on the nutritional benefits they provide
  • 77% of consumers are aware that hemp products don’t contain cannabis, but 23% would like evidence

Visit Manitoba Harvest’s Hemp Resource Hub for recipes and delicious ways to incorporate Hemp into your diet.

Hemp is a Protein Powerhouse

High protein diets have skyrocketed over the past year, with social media driving consumption around cottage cheese and powder supplements to increase protein intake. However, many consumers are unaware that hemp has double and sometimes triple the protein value compared to popular ‘high-protein’ foods. Hemp’s protein benefits are flying under the radar. Manitoba Harvest found that:

  • 80% of Americans don’t know that 1 serving of Hemp Hearts has nearly double the protein compared to an egg
  • 82% of Americans don’t know that one 30g serving of Hemp Hearts has more protein than 30g of chicken breast
  • 79% of American’s don’t know that hemp hearts have more than double the protein compared to chia or flax seeds
  • High protein is the most important dietary consideration when deciding which foods to consume, with 58% of consumers seeking protein-rich foods
  • Followed by 42% of consumers ranking high-fiber foods as important

Health is Wealth and Hemp Can Help

Since the COVID-19 pandemic, the ‘health is wealth’ concept is a reigning sentiment. Consumers are wrestling with sustaining high energy throughout the day, keeping their stress low, battling poor gut health, and much more. Across the board, Manitoba Harvest found that:

  • Over 60% of individuals struggle with the one or more of the following health concerns: Inflammation, overweight, high blood pressure, meeting protein goals, nutrient deficiency, brain fog, gut issues, or high blood pressure
  • More than 1 in 3 of individuals struggle with low energy
  • More than 1 in 3 of individuals struggle with high stress

Hemp contains 10g of protein and 12g of omega 3 & 6 fatty acids in every serving, which help to support energy. 

More information on Hemp’s nutritional benefits can be found here.

A little bit about us

Manitoba Harvest is a pioneer and leader in branded hemp-based foods, and is recognized as a Certified B Corporation and the first Canadian food company to attain a Carbonzero Certification.

Taking the seed-to-shelf approach since 1998, Manitoba Harvest is committed to quality, sustainability, and consumer wellness. With an extensive product portfolio of Hemp Hearts (shelled hemp seeds), Hemp Protein, Hemp Protein Blends, Hemp Granola, and Hemp Oil, Manitoba Harvest products are sold globally and in approximately 17,000 retail stores across North America.


Proprietary on-line survey using the SUZY® consumer insights platform, N=13,718 respondents, nationally representative US sample; 55% female: 45% male; ages 18-65; January 2024.