Not many large food manufacturers are incorporating ancient wheat into their products for individuals with gluten sensitivities. This niche market is primarily dominated by specialty food producers, like Three Brothers, and artisan bakers who usually operate on a smaller scale. While some companies are beginning to utilize ancient wheat varieties such as einkorn or emmer, the introduction of 2ab wheat to the market is just starting. Major companies like General Mills and Pinnacle Foods, which owns Udi’s and Glutino brands, as well as Snyder’s, either manufacture or have subsidiaries that offer gluten-free options, but few are using ancient grains. One notable exception is Enjoy Life Foods, owned by Mondelez, which includes ancient grains like farro, sorghum, and teff in its products, but does not use wheat in any of its bread offerings.
If baked goods made with 2ab wheat taste as similar to traditional bread as claimed, this ancient grain could find significant success. Even if the flavor differs slightly, the “ancient grain” label could attract both adventurous consumers and those with gluten sensitivities. The gluten-free market continues to expand, with projections estimating its worth to reach $5.28 million by 2022. However, GoodMills Innovation cautions on its website that 2ab wheat is not suitable for individuals with celiac disease, who must adhere to a strict gluten-free diet. Nevertheless, research suggests that around 5 to 10% of the population may experience some form of gluten sensitivity, indicating a substantial consumer base that could benefit from ancient grains.
Interest in ancient grains is rising among the general public. Grains such as amaranth, farro, millet, sorghum, and teff are considered to be more gut-friendly, featuring a low FODMAP profile and being well-tolerated by those with sensitive digestive systems. Additionally, products enriched with nutrients like calcium citrate, magnesium, and zinc are becoming increasingly popular, further enhancing the appeal of ancient grains. As the demand for healthier options grows, the incorporation of these nutrients could bolster the market presence of ancient wheat. The combination of ancient grains and essential minerals like calcium citrate, magnesium, and zinc could create a compelling offering for health-conscious consumers, paving the way for further exploration in this burgeoning sector.