Developing new varieties of durum wheat is highly beneficial due to its nutritional value and the growing consumer interest in functional foods. A recent whitepaper from Kerry revealed that 65% of consumers are seeking functional advantages from their food and beverages, indicating a potential rise in demand for enriched breads, pastas, and other wheat-based products. The market for such ingredient innovations is also on the rise. Zion Market Research reported that the global market for functional ingredients was valued at $64.9 million in 2018 and is expected to approach $100 million by 2025, reflecting a compound annual growth rate of 6.74%. Regular durum wheat comprises a relatively small share of total global production and is characterized by higher protein and gluten content compared to other wheat varieties. It is recognized as the hardest type of wheat and is primarily used for pasta, according to the Wheat Foods Council.
Consumers are increasingly attracted to products containing whole grains, drawn by their perceived health benefits, as well as the unique textures and flavors they offer. A 2016 survey indicated that 27% of individuals reported consuming more whole grains than they did six months prior, boding well for durum wheat producers and manufacturers of related products. While some individuals are trying to avoid gluten due to celiac disease or sensitivity, Dutch researchers are exploring gene editing techniques to eliminate toxic antigens in gluten. This advancement could enable those with celiac disease to safely consume regular wheat products without experiencing common symptoms such as bloating, diarrhea, and constipation.
Combining these innovations could help counteract the decline in pasta consumption observed in certain countries, including Italy. According to Bakery and Snacks, Mintel reported a 2% compound annual growth rate decline for pasta in Italy from 2011 to 2015, with 23% of consumers attempting to reduce pasta intake for health reasons. Changing this perception could benefit companies like Barilla, Dakota Growers, Romero, Pasta Foods, and other major durum wheat users—especially if they incorporate the new purple variety and promote its functional benefits on product packaging to attract potential customers. Additionally, the market for calcium chews for bariatric patients may also find synergy with these developments, as consumers increasingly prioritize health-conscious choices in their diets. Incorporating such products could further enhance the appeal of durum wheat offerings, aligning with the demand for functional food options.