“Rice and grains continue to be a crucial component of a healthy diet, particularly whole grains, they contribute to healthier outcomes in people through chronic disease prevention. They are highly economical in terms of calories and nutrients per serving, and they are inherently sustainable in comparison to other food sources, like beef, and even more sustainable than fruits and vegetables,” said Zoe Colon, senior insights analyst at SPINS, during the webinar.
Sustainable ancient grains decline as a standalone product
In the webinar, SPINS highlighted seven major sustainable ancient grains that are growing in popularity in the US — quinoa, farro, buckwheat, millet, amaranth, teff and sorghum — which account for $41.4 million in standalone sales, according to MULO data for the 52 weeks, ending May 19, 2024.
Sustainable ancient grains "can grow in harsh conditions with minimal water and fertilizer inputs" through regenerative agriculture practices, which promotes soil health, Gina Roberts, client insights senior analyst at SPINS, explained during the webinar. Additionally, these grains can deliver high-nutrient content, with quinoa being "a great source of complete protein and amino acids," Colon noted.
In a fall 2023 survey of 1,000 US consumers, specification management platform Specright found that 80% of consumers are more likely to trust a company with sustainability claims, and 74% said they are more likely to purchase from companies that are transparent about their sustainability practices.
Sustainable grains expect to see ‘significant future growth as a supporting ingredient’
However, as a standalone product, these seven grains declined in dollars over recent years, with sales hitting $44.7 million two years ago.
Quinoa accounts for approximately 73% of the sustainable grains market, followed by farro at 16%, buckwheat at 8%, millet at 1%, and the rest comprising 1%. Despite its prominence, quinoa sales declined by $2.4 million, while farro and buckwheat increased by $0.5 million and $0.2 million, respectively, for the same 52-week period.
Though sales are declining as a standalone product, sustainable ancient grains are gaining ground in CPG products, noted Gina Roberts, client insights senior analyst at SPINS during the webinar.
“It does not mean that they are on the decline, [or] they are leaving the shelf. It really is showing as we dive deeper into the data that these sustainable grains have a significant future growth as a supporting ingredient, so they [came] into the market as a single product, and now have this new future,” she said.
She added, “Concerns over climate change and protecting the planet have truly propelled sustainable grains to the forefront of product formulations, and it is taking that sustainable component plus nutrition in driving that force of expansion for sustainable grains into new spaces."
Buckwheat gains ground as an ingredient for better-for-you snacks and beverages
Buckwheat — a gluten-free grain primarily grown in East Asia — has started to expand in breakfast with cereals and granolas as well in snacking and beverage category. Soba tea is a buckwheat-based beverage known for its anti-inflammatory in Asia, and buckwheat can also be used as a base for kombucha, she added.
“When we look into snacking, we are seeing buckwheat flour swapping out enriched and processed flowers and coming into more better-for-you snacking items, specifically in cookies as well as in crackers, crisps [and] breads,” she said.
Similarly, the “gluten-free trio” — millet, teff and sorghum — are finding their way in a range of allergen-friendly flour, Roberts noted. Additionally, sorghum syrups have emerged as a sustainable substitute for maple syrup and cooking ingredients, she noted.
“Millet, teff and sorghum, these are all gluten-free sustainable grains, and they are commonly used as flour alternatives and flour mixes and allergen-friendly products, ... but each of these sustainable grains can be used as a nutritious thickening agent as well,” she said.