The demand for the craft brewing and distilling industries have experienced a significant growth during the past few years. Consumers across the world are seeking distinctive and flavorful beers, which is pushing the market for malt ingredients in the beer market space. Moreover, the increasing emergence of microbreweries and the growing production of craft beer has led to growing demand for specialty malts. Moreover, The National Brewers Association revealed that as of January 2018, the consumption of malt by the US craft brewers was approximately 40% of the total malt consumed by all the brewers in the United States. The statistics also stated that in the near future, craft brewers are expected to consume more than half of the malt used by the US brewing industry within the next five years, driving the market growth of malt ingredients.

Malt is a key ingredient in baking formulations, as it possesses dough conditioning properties, and thus is now increasingly being substituted in place of less natural or more costly ingredients, such as synthetic dough conditioners. Moreover, malt and malt extracts are viable alternatives for natural color adjustment in baked and culinary formulations, as they exhibit their color power when diluted in a solvent. Additionally, according to Malt Products Corporation, barley extract is a natural functional ingredient offering health benefits, including high level of antioxidants, a strong amino acid profile, vitamins, minerals (phosphorous, calcium, and magnesium), and soluble fiber. Being high in hordenine, malt is also shown to promote cognitive function and weight management.