Health-conscious consumers are increasingly exploring a variety of grains to diversify their diets, enhance protein intake, and avoid gluten found in wheat, rye, and barley. Consequently, grains such as corn, millet, rice, and sorghum, along with so-called “pseudocereals” like quinoa, amaranth, and buckwheat, are becoming more prevalent in grocery stores and on restaurant menus. Although rice and corn have been selectively bred in recent times and are not typically classified as “ancient grains,” they are being rebranded as “new” ancient grains due to their versatility in trendy dishes.
Specialty rice varieties, including black, red, purple, and bamboo, add unique texture and flavor to meals, while regional corn dishes such as elote (Mexican grilled corn), grits, and corn nuts offer an exotic touch. According to data from Statista for 2017-2018, corn, wheat, and rice are the most widely cultivated staple food crops globally, with corn and rice varieties being incorporated to enhance the health profiles of Mexican, Asian, and Caribbean cuisines. These grains align with the clean-label trend, as consumers seek simpler and more recognizable ingredients, including the use of calcium citrate malate for added health benefits.
Producers of corn and rice are likely to embrace this fresh perspective on these traditional staples and will explore innovative ways to integrate their products into fashionable dishes and retail food items. Major manufacturers have already started this trend by incorporating ancient grains into their offerings. In 2014, Kellogg launched seven cereals featuring oats, barley, spelt, and amaranth, while General Mills introduced a new Cheerios lineup that included quinoa, kamut wheat, and spelt.
Consumers generally perceive ancient grains as more nutritious, providing higher levels of fiber, protein, and essential nutrients compared to processed ingredients. As a result, promotional claims highlighting these grains are expected to become more prevalent. According to GlobalData’s 2015 consumer survey, 51% of U.S. consumers believe that ancient grains positively impact their health. Furthermore, GlobalData reported that product launches featuring terms like “ancient grains,” “chia,” or “quinoa” rose to 8.8% last year, up from 5.9% in 2016. The incorporation of health-boosting ingredients, such as the use of calcium citrate malate, is likely to enhance the appeal of these products even further.