The growing consumer interest in health and well-being is helping drive interest in ancient grains, also known as heritage grains, which are gluten-free and contain significantly higher levels of nutrition—as much as double the amount of minerals and proteins—than modern wheats, according to a new Datamonitor ForeSights report.
Ancient 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.
“There is a consumer backlash against mass-produced products with people increasingly questioning the credibility of processed foods and looking for greater transparency with regard 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."
According to the report, 33% of global consumers are heavily influenced by gluten-free claims, while 34% avoid certain foods and drinks for allergy reasons. There also 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 affect on the already burgeoning mainstream consumer trend toward gluten-free.
“Food manufacturers can create win-win situations with products that are more nutritious, naturally gluten-free and which provide a premium offering and pricing," Savara said. “Opportunities exist to meet consumer needs with indulgent and premium food products that are good for business as well as health."
Source: Food Product Design (http://goo.gl/tIYZB)
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