High demand from pharmaceutical and food industries where it is used as a stabilizer, bulking agent, emulsifier, thickener, fat substitute, textured, and the suspending agent is predominantly fostering the growth of the cellulose gel market. Additionally, its stabilizing and thickening properties makes it very important for the dairy supplement. The rapid expansion of the food & beverage industry is due to increasing expenditure by consumer growth of the cellulose gel market. According to the United States Department of Agriculture, Americans' budget share for total food was at a historical low of 9.5 percent in 2019. In 2019, Americans spent an average of 9.5 percent of their disposable personal incomes on food—divided between food at home (4.9 percent) and food away from home (4.6 percent).
In September 2017, Itacel, a Brazil-based company was acquired by Roquette. The acquisition helped Roquette to maintain its foothold in the global Microcrystalline Cellulose (MCC) market by becoming one of the major suppliers of MCC.
In November 2017, DowDuPont acquired FMC Corporation’s health & nutrition business. Through this acquisition, DowDuPont expanded its capabilities by acquiring new ingredients for MCC.
Cellulose Gel is produced from microcrystalline cellulose, also known as refined wood cellulose, and is commonly used as an ingredient in cosmetics, pharmaceuticals, as a laxative, a binding agent, a purifier, and even deodorant. The most commonly seen form of Cellulose Gel is typically used in dietary supplements or pills. There are many cosmetic products on the market that contain Cellulose Gel. One of the most popular cosmetic products that contain Cellulose Gel is Cellulean. Cellulose Gel can be found in almost all dietary supplements and health drinks, as it replaces fats in many beverages. It is also commonly found in foods such as yogurts and other dairy items, including milk and cottage cheese, as it is part of the thick consistency of the product
North America is expected to lead the global market and this is attributed to the increasing launch of a new product by key players in the region. For instance, in December 2019, in January 2021, Ashland has launched Antaron ECo gel, a new ingredient format that provides the easy incorporation of nature-derived water resistance into sunscreens and offers a lighter feel ideal for gel, lotion, milk, or spray formulas. Antaron ECo gel starts with a globally compliant film former that is based on sustainably sourced wood-derived cellulose.