Ancient grains, or heritage grains, were highly prevalent before modern farming methods introduced hybrids. More nutritious, better for the environment and often locally grown, heritage grains meet current consumer needs for grain-based products that are delicious, healthy and good for the planet. Datamonitor has issued a new ForeSights report on how consumers, packaged foods manufacturers and the environment can reap rewards from heritage grains that have been farmed for thousands of years.
“There is a consumer backlash against mass-produced products with people increasingly questioning the credibility of processed foods and looking for greater transparency with regards to how and where products are manufactured and farmed,” said Tanvi Savara, associate analyst at Datamonitor Consumer. “Sixty four percent of consumers are either somewhat or extremely concerned about the impact of processed foods on their health, with 57% claiming to be highly influenced by ‘natural’ claims when making food and beverage choices.”
The enhanced health benefits of heritage grains also tap into the growing consumer interest in health and well-being. Many heritage grains are gluten-free and contain significantly higher levels of nutrition—as much as double the amount of minerals and proteins—than modern wheats.
“Our research shows that 33% of global consumers are heavily influenced by gluten-free claims while 34% avoid certain foods and drinks for allergy reasons,” explained Ms. Savara. “In addition, there is a trend among high profile elite athletes to adopt gluten-free diets for sports performance, with many of this summer’s Olympic heroes claiming to eat gluten-free. This—together with growing awareness of the health benefits—will have a significant effect on the already burgeoning mainstream consumer trend towards gluten-free.