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The market is growing due to the increasing consumer interest in health and nutrition, which has driven the demand for barley-based products due to its nutritional benefits, including dietary fiber, carbs and protein. This has led to the development of a wide range of barley-based foods, from breakfast cereals to pasta, catering to health-conscious consumers. Additionally, sustainability has become a prominent theme in agriculture, prompting barley farmers to adopt more environmentally friendly practices, reduce water usage, and enhance the crop's resilience to climate challenges.