The term arecanut (Areca catechu L.) means the cluster of nuts. Emergence of the value added arecanut products have given a real boost to arecanut economy in India. Primary data on cost of cultivation of arecanut, perception regarding the constraints and awareness with special focus on emerging alternative arecanut products were collected from the sample farmers, consumers and traders of the sample area. The major source of data for the study was the sample farmers chosen from the selected taluks Viz., Thirthahalli, Kadur, Puttur, Vittla, Tumkur and Hollakere. The data pertain to the consumers and traders were collected from the selected districts namely Shimoga, Mangalore and Bangalore. In order to examine factors influencing the gross returns in arecanut, a regression analysis was carried out. Initially different types of functional forms were examined based on the co-efficient of determination (R2), adjusted R2 and Akaike Information Criterion. Finally the linear form chosen as a better fit based on the explanatory power, which is the co-efficient of determination (R2) and the significance of regression co-efficient. The dependent variable included in the model was gross returns in arecanut. Garret ranking were used to analyze the perception of farmers on production, market and policy based threats. Willingness to consume nutriceutical arecanut products logit analysis was conducted. The secondary data on alternative uses of arecanut were used to analyse the returns from alternative/potential uses of arecanut. Arecanut economy is currently facing crisis from several fronts. Legal Intervention to ban some of the value added products like ghutka is one of the threats which can curtail the demand considerably. Keeping these in background the present study has made an attempt to study the cost of cultivation, major threats, alternative uses of arecanut and awareness among consumers and traders.