Grains such as quinoa, farro and buckwheat have long been touted by nutrition experts for their high fiber, protein content and abundant omega-3 fatty acids. They are also a darling of the regenerative agriculture space, growing in harsh conditions with minimal water and fertilizer inputs.
Now, these grains are increasingly being incorporated into indulgent products such as ice cream to enhance the product’s nutritional profile.
According to a recent Spins webinar, they will be even more important as they move from standalone ingredients into products made by CPG companies.
Sustainable grains are a $41 million market, according to SPINS data. The sector is poised for additional growth because it aligns with consumer interest in better-for-you food products and environmental sustainability, Zoe Colon, senior insights analyst at SPINS, said in the webinar.
“It does not mean they are on the decline, or they are leaving the shelf,” Gina Roberts, client insights senior analyst at Spins, said during the webinar. “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.”
Concerns over climate change and protecting the planet have propelled sustainable grains to the forefront of product formulations, she said.
Quinoa, for example, has been added to nut and seed butters, rice cakes and wellness bars.
“The future of the ingredient will be in the ready-to-eat, plant-based and even in the beverage space when paired with functional ingredients,” Roberts said.
Nuike Foods, an Israeli food-tech startup, created a non-dairy milk product out of quinoa, in hopes of attracting consumers with its high protein content and sustainable ingredient profile.
Farro, originally from the Middle East, is being used as a supporting ingredient in baking mixes, crackers, crisp breads and pasta. And the growing popularity of the Mediterranean Diet is partially responsible for the grain’s entry to the market, Roberts said.
Buckwheat has been added more often to the breakfast and snacking categories. The ingredient may see growth in the beverage space as well, specifically in kombucha, SPINS found.
Social media influencers are also driving the growth of sustainable grains by creating videos on how to prepare them as an indulgence, Roberts said.
Ice cream maker Van Leeuwen has incorporated sustainable grains into their products. The company’s Cookie Crumble Strawberry Jam ice cream uses buckwheat flour for the cookie crumble. This adds a sustainable and nutritious aspect to the ice cream.
“It will be really unique to see how other companies use sustainable grains in frozen desserts in the future,” said Roberts.
Companies like Seven Sundays and Purely Elizabeth are taking cereal and granola, which can be an indulgence, and adding in ingredients like quinoa, buckwheat and millet to boost the nutritional profile.
Cascadian Farms, a General Mills brand, sells a Climate Smart Cereal with kernza — a whole grain that comes from intermediate wheatgrass — as the main ingredient.
“A key way General Mills was able to innovate here was not only adding the ingredient to their product but also labeling it as ‘climate smart,’” said Roberts. “It really stands out on shelves.”
