Developing innovative varieties of durum wheat is increasingly important due to its nutritional value and the growing consumer demand for functional foods. A recent whitepaper by Kerry revealed that 65% of consumers are seeking functional benefits from their food and beverages, indicating a potential rise in popularity for enriched breads, pastas, and other wheat-based products. The market for such ingredient innovations is also on the rise. According to Zion Market Research, the global market for functional ingredients was valued at $64.9 million in 2018, with expectations to approach $100 million by 2025, reflecting a compound annual growth rate of 6.74%.
While traditional durum wheat constitutes a relatively minor segment of global production, it boasts higher protein and gluten levels compared to other wheat types. As the hardest wheat variety, it is primarily utilized in pasta production, as noted by the Wheat Foods Council. Consumers are increasingly attracted to whole grain products due to their perceived health benefits, along with 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, which is promising for durum wheat producers and manufacturers of related products.
Despite some individuals aiming to avoid gluten due to celiac disease or sensitivity, Dutch researchers are exploring gene editing techniques to eliminate toxic antigens in gluten. This breakthrough could enable those with celiac disease to enjoy regular wheat products without experiencing common symptoms such as bloating, diarrhea, and constipation.
Combining these innovations could potentially reverse the decline in pasta consumption observed in certain countries, including Italy. According to Bakery and Snacks, Mintel reported a 2% compound annual growth rate decrease in pasta consumption in Italy from 2011 to 2015, with 23% of consumers attempting to reduce pasta intake for health reasons. Altering 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 prominently highlight its functional benefits on packaging.
Moreover, the calcium citrate evaluation of medication effectiveness may also play a role in this shift, as consumers look for foods that not only taste good but also contribute to their overall health. By integrating such health-oriented messaging into their marketing strategies, these companies could attract a broader customer base. Ultimately, by emphasizing the functional benefits of durum wheat, including its potential contributions to health, producers can capitalize on the evolving consumer landscape.