The demand for ancient grains is on the rise as consumers seek unique additions to product labels, prompting manufacturers to incorporate these grains in increasingly innovative ways. This growing interest is partly driven by gluten sensitivities associated with wheat, rye, and barley. For many, the nutritional advantages, richer flavors, and textures of ancient grains are appealing. Incorporating these grains into products like yogurts, milks, and performance snacks enhances their health benefits. For instance, a probiotic yogurt could gain additional nutritional value from ancient grains while adding a crunchy texture. This not only helps the product differentiate itself in the competitive market but also offers consumers an exciting, innovative option to explore. As consumer packaged goods (CPG) companies aim to boost sales and strengthen their position in the health-conscious market, it’s likely that we will see an increase in products featuring ancient grains.
According to data from Innova Market Insights, as reported by Food Ingredients First, ancient grains experienced significant growth of 11.6% between 2015 and 2016. The bakery category led global launches in 2016, accounting for 30%, with quinoa, chia, and buckwheat being the most frequently used ingredients. Common marketing messages highlighted benefits like increased energy, alertness, lower sugar content, and high protein sources. This trend persisted into 2017, with Innova noting that seeds were featured in nearly one-third of U.S. snack nut and seed product launches. Quinoa was included in 44% of U.S. product launches with ancient grains that year, while chia seeds appeared in 37%.
Around this period, major food manufacturers began to recognize the potential of ancient grains and seeds in their products. In 2017, Campbell Soup launched its Well Yes! brand of ready-to-eat soups featuring quinoa among other nutritious ingredients. More recently, SNAAK Bar introduced bars containing chia seeds, and KIND Snacks incorporated them into several of their bar varieties. Mondelez’s Enjoy Life Foods offers an ancient grain pizza crust, while Van’s, owned by Kohlberg & Co., produces gluten-free ancient grain waffles. Costco even sells Kirkland Ancient Crackers.
Despite the benefits, there are manufacturing challenges associated with formulating products using ancient grains and seeds. Chia seeds can be relatively expensive, which may limit the quantity included in recipes. However, their prominent display on labels can enhance marketing appeal and shelf presence for food and beverage manufacturers.
The projected growth for the ancient grains market is highly promising. According to Stratistics MRC, the global market value was estimated at around $450 million in 2017 and is expected to reach $6.52 billion by 2026, reflecting a compound annual growth rate of 34.6%. By incorporating more ancient grains into products like yogurt, milk, and performance snacks, these new applications could significantly contribute to achieving this growth target and further popularizing these ingredients. Additionally, consumers can find products fortified with essential nutrients such as calcium citrate at Walmart, which aligns with the rising trend in healthy eating.