Reinventing Ancient Grains: From Traditional Staple Food To Modern Superfoods

REINVENTING ANCIENT GRAINS: FROM TRADITIONAL
STAPLE FOOD TO MODERN SUPERFOODS

July 2018
INTRODUCTION
WHY FOCUS ON ANCIENT GRAINS?
THE CURRENT LANDSCAPE FOR ANCIENT
GRAINS
IDENTIFYING KEY MARKETS
APPLICATIONS
FOOD FOR THOUGHT
INTRODUCTION
Scope
 Euromonitor International has held a survey in 63 markets with the aim to Disclaimer
scope out the market for key grains, pulses and seeds. This report Much of the information in this
briefing is of a statistical nature and,
focuses on ancient grains and seeds. while every attempt has been made
to ensure accuracy and reliability,
Product and Country Coverage Euromonitor International cannot be
held responsible for omissions or
Quinoa Barley Teff errors.
Amaranth Spelt Chia seeds Figures in tables and analyses are
calculated from unrounded data and
Buckwheat Millet Flaxseeds may not sum. Analyses found in the
briefings may not totally reflect the
companies’ opinions, reader
discretion is advised.
Ancient grains speak to

tradition and cultural heritage,
but it is unquestionable that an
increasing number of health-
conscious consumers seek
these ingredients. This briefing
analyses the nutritional value of
ancient grains, and delves into
their availability and growth
opportunities in key markets. It
also assesses recent innovation
and categories to watch out for
Australia, Austria, Azerbaijan, Belarus, Belgium, Brazil, Bulgaria, Canada, Colombia, Costa-Rica, Croatia, Czech future developments with these
Republic, Denmark, Ecuador, Egypt, Estonia, Finland, France, Georgia, Georgia, Germany, Greece, Hong Kong ingredients.
(China), Hungary, India, Indonesia, Iran, Ireland, Israel, Italy, Japan, Kazakhstan, Latvia, Lithuania, Malaysia, Mexico,
Netherlands, Nigeria, Norway, Peru, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Serbia, Singapore,
Slovakia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, Ukraine, United Kingdom,
United States, Uzbekistan, Vietnam, UAE.
© Euromonitor International HEALTH AND WELLNESS: REINVENTING ANCIENT GRAINS: FROM TRADITIONAL STAPLE FOOD TO PASSPORT 3
MODERN SUPERFOODS
INTRODUCTION
Key findings
Bringing ancient There is a renewed interest in ancient grains. They have not been processed through
grains back to hybridisation or genetic modification, and as a result offer greater nutritional value than
consumers’ modern grains (wheat, corn, rice). Consumers are increasingly aware of this, and has
tables resulted in the perception of ancient grains as more natural, less processed and highly
nutritious, boosting their appeal. They also appeal to consumers seeking new
experiences, authenticity and globally-inspired recipes, and with those following the
gluten-free trend.
Ancient grains Ancient grains are full of fibre and protein, and they are increasingly known for containing
pack a nutritional healthy fats, calcium, iron and other less well known micronutrients. Quinoa, for instance,
punch has been hugely recognised not only for its protein and fibre content, but also other
micronutrients such as zinc, magnesium, iron, B vitamins and vitamin E. However, there
are other ancient grains and particularly flaxseeds and chia seeds that are nutritionally
superior to quinoa, and are fighting for the same level of recognition.
Cultural heritage Ancient grains speak to tradition in countries such as Ecuador and Peru, while their
vs health trends explosion in popularity in the Western world is driven by health-conscious consumers and
– geographical fashionable eating habits. The US pioneered the trend, which then reached key Western
contrast European countries such as the UK, France and Germany, and is now experiencing fast
growth in markets such as Spain and Eastern Europe (Lithuania, Russia), where lies the
most promising potential.
From grain- Ancient grains have moved from being solely consumed as staples to being an integral
based foods to part of packaged foods. Their inclusion in grain-based foods such as bread and breakfast
plant-based dairy cereals is the ancient story, whilst manufacturers are now exploring new and innovative
and meat premium snacks and non-grain-based foods, mainly plant-based dairy and meat, which
shows the brightest days ahead.
MODERN SUPERFOODS
INTRODUCTION
GRAINS
APPLICATIONS
FOOD FOR THOUGHT
Health is driving the ancient grains trend
What are the Major Drivers of Demand for Ancient Grains?

Health
Fashion
Media exposure
Availability
Tradition (culture/heritage)
Affordability
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% of total
Note: Based on answers from 61 countries
 Health is the major driver of demand for ancient grains. With rising concerns around the potentially harmful
formulations of heavily processed foods, consumers are yearning for simpler times. Steps are being made
to strip back product formulations to their bare bones for maximum transparency, which is benefiting a
number of traditional ingredients. Ancient grains perfectly fit in with this movement, and are now trending
among the healthy foodies. These grains have never been processed through hybridisation or genetic
modification, and are grown as they were centuries ago, offering greater nutritional value than modern
grains (wheat, corn, rice). Increasing awareness has resulted in the perception of ancient grains as being
more natural, less processed, and highly nutritious, boosting their popularity.
 On the other hand, affordability is one of the greatest barriers as most of ancient grains are notably more
expensive than modern grains, and are therefore not embraced by consumers who focus on cost.
MODERN SUPERFOODS
Vegans/vegetarians and millennials between health and fashion
 Vegans/vegetarians comprise one of the key consumer Who is the Target Consumer of Ancient
segments for ancient grains, together with health- Grains?
conscious consumers. A growing number of individuals
are either looking to reduce their meat consumption or, Health-concious (non
in some cases, stop eating meat/dairy products vegan/vegetarian)
altogether. These consumers look at grains as a core
part of their meals, and the high nutritional value of
ancient grains is particularly attractive for them. Vegans/Vegetarians
 Vegans/vegetarians are driven by health and
environmental concerns in many cases, but much of
the increase in veganism can also be put down to
Millennials/Young adults/Young
fashionable eating habits. According to Euromonitor’s parents
Global Consumer Trends Survey conducted in 2017,
47% of US respondents stated that they have some
type of meat or animal product eating restrictions,
Flexitarians
which shows the reach of the trend.
 Health and fashion are not exclusive, however, as
many consumers follow fashionable food trends but are
interested in the health benefits, learn about them, and General public
stick to them as part of their regular diet. In the same

way, millennials are a key target of these grains, as 0% 20% 40% 60% 80% 100%
they are ambassadors of fashionable healthy food % of total
trends and the vegan/vegetarian movements. Note: Based on answers from 62 countries
MODERN SUPERFOODS
Ancient grains are nutritional powerhouses
Macronutrients (Grams) per 100 Grams of Ancient Grain/Seed Type

35 35 35
30 30 30
25 25 25
20 20 20
Grams
Grams
Grams
15 15 15
10 10 10
5 5 5
0 0 0
Protein Fibre Polyunsaturated fatty acids
Flaxseeds Chia seeds Spelt Quinoa Amaranth Buckwheat Teff Millet Barley (pearled)
Source: USDA National Nutrient Database for Standard Reference

Note: Nutritional values of ancient grains correspond to raw/uncooked variants. **Chia seeds (dried variants)
 Ancient grains pack a nutritional punch, which is one of the key reasons why health-conscious consumers
seek them out. Quinoa, for instance, one of the first ancient grains being rediscovered and brought back to
consumer’s tables, boasts high protein content, omega-3 and -6, as well as fibre, minerals and vitamins
associated with antioxidant properties. Its nutritional value has propelled quinoa to stardom. However, there
are other ancient grains, particularly flaxseeds and chia seeds, which are nutritionally superior to quinoa.
MODERN SUPERFOODS
A suitable grain to highlight each macronutrient
 For those seeking high levels of plant- Protein > Fibre

based protein, greatly desired among
vegans and vegetarians, spelt,
amaranth and buckwheat would be the
most suitable grains, together with
quinoa. Although chia seeds and Quinoa Amaranth Millet
flaxseeds have higher levels of protein
per 100 grams, it should be taken into
consideration that a normal portion of
these seeds is around 28g, much
smaller than that of other grains. Teff
Buckwheat Spelt
 In addition, the huge benefit of ancient
Grains with largest amount of protein
grains not being refined is that they
are whole grains and therefore the
Fibre > Protein Great Source of Omega 3 and 6
amount of fibre they contain is
naturally higher that modern refined
grains. In particular, pearl barley, chia
and flax seeds boast a huge amount.
 Polyunsaturated fatty acids (omega-3 Barley Chia Seeds Chia Seeds
and -6) are also significant in these
grains – quinoa, amaranth and millet
are the most relevant, but both chia
and flax seeds clearly stand out as
fantastic sources of these substances. Flaxseeds Flaxseeds
MODERN SUPERFOODS
Differentiation through micronutrient content
 Ancient grains are also a good source of vitamins and minerals, and given that protein claims have become
mainstream and fibre is also fairly widespread, advertising these micronutrients is a way of differentiating a
product on shelves. This is particularly important taking into account that some of the best-known
micronutrients, such as iron, calcium or folates, are often deficient in our daily diet.
 Quinoa, for instance, has been hugely recognised not only for its protein and fibre content, but also other
micronutrients such as zinc, magnesium, iron, B vitamins and vitamin E. Other grains are fighting for the
same level of recognition, and in some cases boost even higher nutritional values for a number of
micronutrients. Amaranth, for instance, packs a nutritional punch, with high content of calcium, magnesium,
iron and vitamin E. The same is true of teff, which is a strong source of calcium, magnesium, zinc, iron and
B vitamins.
Selected Minerals (mg) per 100 Grams of Ancient Grain/Seed Type
700 700 9 9
600 600 8 8
7 7
500 500
6 6
400 400 5 5
mg
mg
mg
mg
300 300 4 4
3 3
200 200
2 2
100 100 1 1
0 0 0 0
Calcium Magnesium Zinc Iron
Source: USDA National Nutrient Database for Standard Reference
MODERN SUPERFOODS
Ancient grains pack a vitamin punch
Selected Vitamins per 100 Grams of Ancient Grain/Seed Type

10 200 1.8 0.5
9 180 1.6 0.4
8 160 1.4 0.4
7 140 1.2 0.3
6 120
1.0 0.3
mg
mg
mg
mg
5 100
0.8 0.2
4 80
3 0.6 0.2
60
2 40 0.4 0.1
1 20 0.2 0.1
0 0 0.0 0.0
Niacin (B3) Folate (B9) Thiamin (B1) Riboflavin (B2)
0.7 3.0 60
0.6 2.5 50
International Units (IU)

0.5
2.0 40
0.4
mg
mg
1.5 30
0.3
1.0 20
0.2
0.1 0.5 10
0.0 0.0 0
Vitamin B6 Vitamin E Vitamin A
MODERN SUPERFOODS
Fibre and protein claims are the standard in ancient grains-based foods
What is the Primary Nutritional Benefit that Manufacturers use in Their Advertisement
Claims for Ancient Grains?
Fibre
Protein
Minerals and vitamins
Omega/Fatty Acids
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

% of total
 Advertising the nutritional value on food labels in essential. It engages with those looking for fashionable
ingredients, but more importantly provides consumers with nutritional information at a glance, which helps
them construct a diet based on what they are looking for.
 The primary nutritional benefit that manufacturers use in their advertising claims for ancient grains is fibre,
followed by protein.
 Fibre claims have been top of the agenda over the years for many consumers, who associate fibre with
digestive health. The importance of fibre claims will remain as its consumption is often below nutritional
requirements. In the case of protein, there has been a massive increase in interest over the last few years,
and it is more linked with fashionable eating habits than an actual deficit of this macronutrient in our diet.
MODERN SUPERFOODS
INTRODUCTION
GRAINS
APPLICATIONS
FOOD FOR THOUGHT
THE CURRENT LANDSCAPE FOR ANCIENT GRAINS
Ancient grains are winning ground but are still rarely consumed
 Most ancient grains were largely ignored by Western palates How Frequently do you Consume
until a decade ago. Before that, countries where these grains Ancient Grains?
are part of the traditional diet mainly consumed them.
 Quinoa is a great example of the shift in popularity. It went
mainstream in 2013 when the Food and Agriculture
Organization of the United Nations (FAO) declared it to be the
International Year of Quinoa. At that time, the concept of
ancient grains overall started to resonate with consumers.
 The popularity has moved beyond quinoa, and certain grains,
such as amaranth, buckwheat, barley or spelt, are inching
closer to mainstream menus and retail shelves. In fact, 49%
of the countries analysed consume ancient grains every day,
every week, or biweekly, which shows the explosion in the
popularity of these ingredients. Moreover, there has been a
huge movement from consuming them as a staple food to
being a key ingredient incorporated in packaged foods to
potentiate a wholesome and unprocessed image.
 However, despite the substantial rise in demand, frequency Rarely (less than once a month)
of consumption is still rare in 51% of the countries analysed. Sometimes (once a week/biweekly)
This indicates huge opportunities for growth over the coming
Regularly (every week)
years, particularly in countries where popularity is still not
high.
MODERN SUPERFOODS
Frequent consumption of ancient grains is geographically widespread
How Frequently are Ancient Grains Consumed?
(less than once a month)
 Different types of ancient grains are consumed very often in

Ecuador, Peru, Ireland, Denmark, Ukraine and South Korea.
MODERN SUPERFOODS
Ancient grains speak to cultural heritage in some geographies
 Consumption of ancient grains varies in different geographies. In some countries it is directly linked with
fashionable eating habits and health-conscious consumers, who increasingly value carbohydrate quality
while seeking both variety and novelty. In other countries it is related to its tradition, culture and heritage.
Ecuador and Peru Ukraine

 Both countries are clear examples of cultural  It appears as one of the countries with higher
heritage. Quinoa has been cultivated in the Andean consumption of ancient grains, which is based on
region for thousands of years, and was considered the cultivation and traditional consumption of three
sacred by the Inca Empire. grains: buckwheat, barley and millet.
 Its consumption has persisted over the years, and  All of them delivered retail volume growth of over
it is widespread, being available in mass grocery 10% in 2016, which clearly shows that the
chains and stores. traditional cultivation of these grains is still reflected
 Chia seeds are also hugely popular in both in current Ukrainians’ diets.
countries, and are consumed very often, with retail  The remaining ancient grains have limited or non-
volume growth of 5-10% in Peru and over 10% in existent availability in the country, with little
Ecuador respectively in 2016. Although chia seeds expectations of growth, as consumers keep
come originally from the central valley of Mexico, focusing on other grain types, such as wheat and
they are now also cultivated in these countries. oats.
MODERN SUPERFOODS
South Korea: on the fence of tradition and health trends
South Korea
 South Korea is a good example of a country where tradition is
essential but health-conscious consumers are growing by leaps and
bounds.
 Barley is the most widespread grain, as it forms part of the traditional
Korean diet, being one of the main sources of carbohydrates,
together with rice. Both grains are consumed boiled and steamed,
respectively, as part of Korean main dishes.
 However, South Korean consumers are strongly influenced by the
media, and are willing to follow trends around healthy diets and
superfoods, resulting in temporary growth of a wide range of
ingredients.
 Quinoa is one of the super-grains that is currently growing in
availability, advertised through its valuable nutritional content of
protein and fibre and mainly consumed by health-conscious females.
 The opportunities in South Korea for super-grains are increasing –
the inclusion of these grains in packaged foods is one of the ways,
but foodservice is also growing the number of menus including super-
grains.
MODERN SUPERFOODS
In Western Europe health trends are in full swing
 Moving to Western Europe, health trends, media exposure and products targeted towards millennials drive
consumer demand, with Denmark and Ireland the two countries with the most frequent consumption of
ancient grains.
Ireland Denmark
 Although tradition is important in Ireland as barley  The frequent consumption of ancient grains is very
is the largest cereal crop in the country, with much related to health trends. Quinoa and chia
barley-based bread consumed since medieval seeds are delivering the largest retail volume
times, health trends represent the key driver of growth, at over 10% in 2016.
demand for ancient grains and seeds in the  Consumers are increasingly using ancient grains
country. Millennials, young adults and health- as a staple food, as an alternative to rice and
conscious females represent the vast majority of pasta, but there is growing demand for these
consumers. ingredients in packaged foods such as RTE
 Both chia and flax seeds have been particularly breakfast cereals, biscuits, snack bars, pasta and
popular, delivering retail volume growth of over noodles.
10% in 2016. They are added to smoothies or as  In addition, typical Danish franskbrød (French-
cereal toppers. bread) is in some cases made with alternative
 Other seeds that are also rising in popularity in the grains such as spelt.
country are hemp, pumpkin and sunflower seeds.
MODERN SUPERFOODS
Plant-based and convenient foods remain decisive for growth
 Ancient grains are versatile and can

potentially be added to a number of
packaged foods, so incorporating them in
fast-growing categories is pivotal to
remaining in the game.
 Free-from-milk alternatives have bright
days ahead, particularly in Ireland and
Denmark. Lactose-intolerants and vegans
are increasing in number. Many consumers
are motivated by health and ethical
concerns, while others are looking to adorn
their social media profiles with the latest
plant-based ingredients.
 Tapping into convenient foods is also
crucial in key countries with frequent
consumption of ancient grains. Consumers'
busy lifestyles are making convenience a
key growth driver of ready meals and on-
the-go snacks. The addition of ancient
grains to these categories boosts their
nutritional value and fits into current health
trends towards more wholesome
ingredients.
MODERN SUPERFOODS
INTRODUCTION
GRAINS
APPLICATIONS
FOOD FOR THOUGHT
Country snapshot: assessing demand for ancient grains
Note: N/A - non-existent in the country or lack of sources due to low availability
 Dismissing the sudden market boom of ancient grains as a mere fad could prove short-sighted, as the
popularity has remained over the last decade, and they keep showing a positive performance overall.
Consumer awareness of the higher nutritional value of these grains and the fact that they are less
processed than refined grains show that they hold far more promise and potential than just being
fashionable ingredients.
 This section analyses trends shaping demand for ancient grains in key markets globally, and identifies
opportunities for different grain types. It also showcases manufacturers’ responses to meeting consumer
demand for these ingredients.
MODERN SUPERFOODS
Ancient grains evolving from the US to Western Europe
 North America was pioneer in embracing the ancient grains trend, particularly
the US. Today, nearly all players have SKUs with ancient grains and seeds,
with the success driven by food explorers seeking new experiences,
authenticity, and globally inspired recipes, as well as by those looking for
free-from products and wholesome, nutritious and more natural foods.
 Nowadays, the US is a stable market as the trend has already taken some
massive strides forward over the past few years, with quinoa, buckwheat and
chia seeds being the drivers of growth. Véa (Mondelez Inc) is one example of
the developments in the space. Launched in the US and Canada in July
2017, the product features Andean quinoa and spices, cleverly coupled with
Véa – Mondelez Inc (US)
clean label and non-GMO claims, hugely demanded by the American
consumer.
 Australia followed suit with seeds and quinoa also being the most popular
among consumers. Pairing these ingredients with popular trends, namely
gluten-free and handcrafted claims has resulted in products such as Freedom
Foods quinoa crisps, launched in the country in July 2017.
 From the ever-growing spread of wellness amongst consumers, the ancient
grains trend arrived in Western Europe a few years ago, reaching key
markets such as the UK, Germany and France. In these geographies quinoa
or chia seeds have moved into mainstream, while other countries such as
Italy and Spain are still catching up, and offer the most promising growth
opportunities. Crafted Blends – Freedom (Australia)
MODERN SUPERFOODS
Spelt and millet are the new quinoa in Spain
 Health-conscious consumers are also driving the ancient

grains phenomenon in Spain, in particular millet and spelt
represent a huge opportunity. The low prices of modern
cereals have increased interest among Spanish farmers in
finding alternatives that offer a higher commercial margin or
lower costs. Spelt and millet are in the spotlight as alternative
crops, as they offer an added value and have the advantage
that the handling and machinery required to cultivate them are
the same as the most widespread grains.
 Spelt can be cultivated in infertile soil plots and its climatic Vive Soy
Bimbo Artisan Recondo toasts
requirements are similar to those of wheat, while being able to with spelt
(Pascual) spelt-
made with spelt
handle more severe temperatures – key for he Spanish based drink
farmers. It is also surrounded by a very resistant bran that

naturally protects the grain against pests and insects, with
fewer chemicals needed during production, which aligns with
the consumer demand for more natural products.
 Millet crops are also resistant to high temperatures and
drought, making them suitable for Spain, as well as their
interesting nutritional profile and suitability for gluten-free
seekers.
 While spelt has already seen huge demand and has moved Gerblé – alternative Burger Trevijano ready
from bread to plant-based dairy and meat, millet is still a niche with spelt tofu and vegetables meal with
that is currently growing in availability in bread, snacks and – croquettes with cheese and lentils, millet
millet and shitake
ready meals in major hypermarket chains. mushrooms
MODERN SUPERFOODS
Lithuania and Russia: tradition paired with health credentials
 In Eastern Europe, Lithuania is one of the countries making

greater strides. Although, ancient grains such as buckwheat and
barley are part of the popular diet, they are increasingly
prominent in packaged foods, in line with consumer demand for
traditional ingredients.
 In addition, heathy eating habits are rising massively among
Lithuanians. Manufacturers are investing in new products to
adapt to changing consumer demand and the growing
willingness to experiment with novel products. For instance,
Fazer Lietuva, one of the largest Lithuanian companies in baked
goods, has been amongst the most adventurous in recent years,
including the launch of bread loaf Jore, with ancient grain Joré with linseeds FruttaSuper Yoghurt with
amaranth and watermelon seeds, and Jore white bread with a (Lithuania) quinoa (Russia)
mixture of linseeds, sesame and sunflower seeds.
 Alongside Lithuania, Russia, is also showing increasing interest
in ancient grains. While buckwheat and millet are part of the
traditional Russian diet and commonly used for porridge, the rise
of quinoa is first and foremost thanks to its health credentials.
This has resulted in a burgeoning of new products entering the
market in the form of ready meals, pasta and yoghurt. It is worth
noting that Russian consumers are interested in the nutritional
content of products, and this is an opportunity for quinoa and Beef and quinoa ready meal
other ancient grains to gain a prominent position in this market. (Russia)
MODERN SUPERFOODS
Israel and UAE show the most promising future in the Middle East
 Focusing on the Middle East – the greatest

potential for ancient grains resides in the UAE
and Israel.
 In the UAE, seeds and quinoa are the most
attractive grains. They are mainly imported from
Peru, with popularity set to sprout in coming
years in the Gulf region as local governments are
stepping up their efforts to address the incidence
of obesity and diabetes, looking to integrate
alternative healthy foods into consumers’ diets.
Peruvian traditional cuisine has already reached
10 Grain Bread
Dubai, and it is just the beginning of a boom in J & E Berman Ltd (Israel)
demand for these superfoods.
 Israel, on the other hand, is on the fence  For instance, spelt is the newest trend in bread in
between tradition and health trends. Barley is a Israel, with J & E Berman Ltd launching its new
core ingredients of Israeli cuisine, bringing spelt bread in 2017. It was considered one of the
opportunities to integrate it into packaged foods. major launches in baked goods that year, as there
However, Israeli consumers are intrigued by are no other packaged spelt bread products being
innovation and seeking unique ingredients, more offered by the other leading bakeries.
natural carbs and alternatives to regular flour in  Teff is also growing in popularity as an alternative
an attempt to avoid gluten or simply to eat more flour in Israel, so this grain should be in the
healthily, which aligns with the growing potential spotlight for new product developments in coming
of ancient grains. years.
MODERN SUPERFOODS
Amaranth and chia seeds: bright stars in Mexico
 Looking at Latin America, quinoa and amaranth are native

grains of the region and they have for millennia been the king
of the Andean people’s nourishment, the Incas and Aztecs.
Thanks to their nutritional profile, they are considered
superfoods, and are attractive to free-from-gluten seekers.
 Particularly in Mexico, amaranth is widespread and is being
reintroduced into the local diet as part of a movement to
revive native crops and cuisines. It is also drought-resistant
and profitable, netting local farmers higher profits than other
locally-grown grain crops.
Eat Natural, Lima Limón
 Amaranth is mainly consumed as a staple, but has amaranth snack bar (Mexico)
increasingly been integrated into packaged foods such as
granolas, snack bars and savoury snacks. Eat Natural snack
bars and Las Reynas savoury snacks are good examples of
marrying ancient grains with the convenience trend.
 Chia seeds is another winner in Mexico, currently widespread
and delivering retail volume growth over 10% in 2016. It is a
heavily farmed crop in the mountainous regions of the
country and has great potential beyond its consumption as a Activia with selected
seeds (chia)
staple. In particular, Mexico has been at the forefront of (Mexico)
innovation in Latin America, integrating chia seeds into a
wide range of packaged foods such as yoghurt, beverages,
granolas, snack bars and savoury snacks – a trend that is set
Las Reynas, savoury snacks with chipotle
to keep growing. and amaranth (Mexico)
MODERN SUPERFOODS
Brazil is slowly following in the footsteps
 Brazil, on the other hand, is far behind in the ancient grains trend, and looks to further developments in
coming years. Historically, ancient grains have not really been a part of Brazilian culinary culture, and
compete directly with rice and beans, which are a significant part of Brazilian meals. Moreover, these grains
are usually imported, which make them expensive, given extremely high import taxes and sanitary
regulations.
 Nevertheless, grains such as quinoa and amaranth have indeed seen growing popularity in recent years, in
line with flourishing health trends in Brazil. They have reached enough popularity to start being distributed
in regular supermarkets and hypermarkets in tier-1 cities such as Sao Paulo. Heavy marketing of the
benefits from fitness enthusiasts and nutritionists has been key to rising demand.
 Chia seeds have also been particularly popular over the last few years and integrated in packaged foods
aimed at upper-class consumers. Margarine brand Qualy follows the trend, innovating with chia seeds
alongside quinoa, oats and other seeds in its “Multigrain” margarine. In order to advertise the exclusivity of
this pioneer product in the Brazilian market, a new marketing campaign was launched in January 2018.
 Big food companies are following suit. Kellogg recently jumped in the bandwagon, incorporating chia
seeds, quinoa and amaranth into its new line of whole grain crackers, that hit the market in June 2018.
Qualy Multigrain Margarine (Brazil) Kellogg’s Wholegrains Cracker (Brazil)
MODERN SUPERFOODS
The health halo brings opportunities to India
 In APAC, India is a key market. Ancient grains are widespread thanks to

their traditional consumption combined with blooming health trends, that
have resulted in expanding popularity in tier-1 cities.
 Millet has been traditionally consumed in India since ancient times and is
currently very popular in the southern states of the country. It is
a versatile grain and can be prepared like porridge, mashed or fluffed
like rice. It can also be ground into flour or used to make dough, dosa,
pancakes, muffins or bread. Its versatility brings opportunities to include
this grain in a wide range of packaged foods.
 Barley is also part of the tradition and has been grown on the Indian
subcontinent for millennia. The Green Snack Co – Quinoa
Puffed Snacks (India)
 Other non-Indian grains such as quinoa and spelt are nutritionally
advantageous, and increasingly accepted as an alternative carb by
Indians, bringing the greatest potential for innovation. In fact, quinoa,
together with chia seeds, entered the Indian farm sector a few years ago
through the Central Food and Technological Research Institute (India).
Seeds were given to the farmers for free, which has increased the
availability and affordability of these grains.
 Quinoa, for instance, has moved from only being consumed as a staple
in India to be included as an integral part of packaged foods such as
savoury snacks, porridge or ready meals, in the form of typical Indian
dhal or ven pongal, following consumer demand for healthy and
nutritious foods. Orillet Quinoa Kheer – ready to cook quinoa
with cashew nut, dry grapes (India)
MODERN SUPERFOODS
INTRODUCTION
GRAINS
APPLICATIONS
FOOD FOR THOUGHT
APPLICATIONS
From grains-based foods to plant-based dairy and meat
 Ancient grains‐based foodstuffs are a growing business, and their industrialisation is taking various
pathways, either as raw ingredients, presoaked/precooked, or as a functional ingredients integrated into
packaged foods.
 Manufacturers have launched new and innovative line extensions with ancient grains, with a clear evolution
of the formulations and types of products, looking at more sophisticated and premium offerings every day.
 Bread and breakfast cereals were the first foods into which ancient grains were incorporated, with pasta
and noodles following.
 Snacks foods were next. The increasing demand for healthy and convenient foods to be consumed on-the-
go, resulted in snack bars, sweet biscuits and savoury snacks capitalising on these trends.
 Nowadays, the evolution of the ancient grains trend has interestingly moved into non-grain-based foods
such as dairy and meat alternatives. Plant-based alternatives in milk and yoghurt as well as soy, pulses and
veggie-based meat substitutes are widespread in many countries, but the inclusion of ancient grains in
these categories is still niche, and offer the most promising opportunities for coming years.
MODERN SUPERFOODS
APPLICATIONS
Bread and breakfast cereals: the ancient story
 As ancient grains emerged in processed foods, moving away from solely consumption as a staple, bread
and breakfast cereals were the first obvious candidates.
 The integration of these grains in mass market brands such as Cheerios and Quaker breakfast cereals two
to three years ago is proof of the movement into mainstream. Breakfast cereals have recently suffered a
perception of unhealthiness, and the adoption of these ingredients has been a clear means of combating it.
These products have not only engaged with the health-conscious consumer, but also with food explorers
looking for new ingredients and food experiences.
 Alongside the rise of consumer demand for these ingredients, private label has jumped on the bandwagon
and developed health-intrinsic foods incorporating ancient grains in these categories.
Bimbo chia and quinoa bread loaf (Portugal)
Sainsbury’s ancient grains bread loaf (UK) Cheerios Ancient Grains (US) Quaker Supergrains (US)
MODERN SUPERFOODS
APPLICATIONS
Integrating ancient grains in premium snacks
 As consumers demand more premium and Global Unit Price versus Value
sophisticated offerings, the ancient grain wave continue Growth by Category 2017-2022
to surge in the snacks category. 6
 With mid-tier product segments under pressure, more

brands face a choice between commoditisation or
5 Yoghurt
premiumisation. The latter is as much about value
Forecast growth (CAGR % 2017–2022)

preservation as creation. Ancient grains not only create Meat
substitutes
a new offering targeting consumers looking to explore
new flavours and textures, but also targets those 4
seeking the next super grain, looking for added value
snacks that are healthy and nutritious. Ancient grains- Snack bars
based foods are notably more expensive than modern 3 Savoury
Milk snacks
grains, and should therefore be targeted towards a more alternatives
premium offering. Sweet
biscuits
 Snack bars is one of the food categories where 2 Pasta Ready
meals
premiumisation plays a key role. Estimated to grow at a
near 3% CAGR over the forecast period globally, it is Breakfast
Bread
one to watch out for innovation with ancient grains. 1 cereals
 Nonetheless, the addition of these ingredients is not

enough in this highly competitive segment, particularly in
the Western world. It is essential to combine them with 0
growth trends such as high-protein, energy-boosting 0 5 10 15 20
claims, natural ingredients, and ethical commitments. Unit price in 2017 (USD/Kg)
MODERN SUPERFOODS
APPLICATIONS
Mondelez combines ancient grains with ethical elements
 A clear example of these trends is Mondelez’ new

Grain & Seed range under its Enjoy Life brand,
launched in the US in November 2017. It combines
three forms of the ancient grain sorghum (crisped,
popped and flour), with certified gluten-free oats,
alongside a number of trendy claims such as plant-
based protein, all-natural ingredients, and non-GMO.
 Moreover, Enjoy Life has committed to eliminating
palm oil from its products, being the first food company
in the US to receive a Palm Oil Free Certification in
April 2018, awarded to its new Grain & Seed bars.
 Its plant-based Protein Bites will follow suit and are
currently being reformulated using eco-friendly
alternatives, set to launch in June 2018.
 In a nutshell, integrating ancient grains into packaged
foods, particularly in developed and saturated markets,
needs to be coupled with clearly displayed nutritional
and ethical claims, to distinctly communicate the added
value of the product, and taking the guesswork out of
the equation for shoppers who value sustainable
options and healthier ingredients.
MODERN SUPERFOODS
APPLICATIONS
Biggest potential lies in plant-based dairy and meat
 To make a real splash, the

fastest-growing categories
should be tackled, namely plant-
based milk alternatives and
meat substitutes.
 This is particularly true in the
Western world, where these
categories will continue to
attract a large number of
consumers looking for plant-
based products that are
nutritious and sustainable, and
where the vegan/vegetarian
movements are in vogue.
 The rest of the world is following
in the footsteps, and plant-
based meat alternatives have
proven successful in Latin
America, notably in Argentina,
where manufactures are making
efforts to innovate in this space
with new products and flavours.
MODERN SUPERFOODS
APPLICATIONS
Spain one to watch out for in milk alternatives
 With retail value sales seeing an 8.4% CAGR over

the historic period, Spain enters the top 10 largest
markets for milk alternatives globally, and is set to
become one of the most attractive markets for
these products.
 Vive Soy (Grupo Leche Pascual SAU), the second-
largest milk alternative brand in the country, offers
a wide range (almond, soy, oat, rice) but ancient
grains have taken priority for its latest offerings. Its
new spelt-based milk was launched in December
2017, with a new mixture of quinoa and rice hitting
shelves in April 2018.
 Grupo Leche Pascual is
seeking to lead innovation
in the milk alternatives
category to meet consumer
demand for new
experiences and adapt to
all tastes and needs.
 Ancient grains should also
be in the spotlight in other
fast-growing countries
such as France, Canada Note: Size of the bubble indicates market size of milk alternatives in
and the UK. 2017 (Retail Value RSP, USD million)
MODERN SUPERFOODS
APPLICATIONS
Meat substitutes: France, Australia and Argentina are the key markets
 Meat substitutes are seeing increased consumer interest and

capital investment. The US and the UK are the largest and
most innovative markets globally. However, trends are moving
into other countries, with France, Australia and Argentina
offering the most promising potential over coming years.
 In France and Australia meat substitutes are becoming
increasingly accepted as part of a mainstream flexitarian
lifestyle, in which consumers choose these alternatives as a
means to reduce their overall meat intake.
 In Argentina these alternatives are considered extremely
healthy but still niche, with most products made of soy or rice.
This represents a massive opportunity for other alternatives.
 In terms of ingredients, ancient grains are increasingly
integrated in this category. Amy’s Kitchen ventured into
quinoa territory a while ago, whilst other smaller companies
are innovating with other lesser-known grains. Biona is a good
example, with the launch of its sweet potato and buckwheat
burger in the UK in January 2018.
 Over the coming year the market is set to be filled with new Note: Size of the bubble indicates market size of milk
exciting products, and spelt and amaranth should be in the alternatives in 2017 ( Retail Value RSP, USD million)
spotlight as they are the ancient grains with higher protein

content, alongside quinoa and buckwheat.
MODERN SUPERFOODS
INTRODUCTION
GRAINS
APPLICATIONS
FOOD FOR THOUGHT
FOOD FOR THOUGHT
Highlighting nutritional value is key: protein and fibre is the standard
 Advertising the added nutritional value of ancient grains is pivotal to standing out. Fibre and protein are the
most widespread claims and the most sought-after by consumers, so highlighting them is essential.
 The combination of high fibre and protein is gaining ground every day so it should be watched out.
High fibre High protein High fibre + protein

Nestlé´s multigrain Ryvita protein (UK) is a Ancient Harvest’s lentil and
breakfast cereals (UK). It fantastic example of a high- quinoa pasta (US) features
boasts high fibre due to its protein claim coming from both macronutrients – 16g
barley and spelt content. quinoa and sesame. of protein and 7g of fibre
per serving.
MODERN SUPERFOODS
FOOD FOR THOUGHT
Advertising different nutrients: healthy fats and micronutrients
 Along these lines, manufacturers are peddling protein and fibre in anything edible, so it is important to
highlight the nutritional content that differentiates a particular ancient grain.
 They can be used as a marketing tool to spell out less popular health attributes such as omega 3, vitamins,
zinc, or iron, as less obvious health benefits are increasingly associated with ancient grains.
 Ancient grains can be even be used almost as a brand/sub-brand name in order to engage with
consumers. In some cases the font size of the ancient grain is bigger than the brand name itself, e.g.
Recheis.
High omega-3 High minerals High minerals + vitamins

Udi’s ancient grains offering Recheis (Austria) claims to Bimbo multigrain bar with
is clearly positioned towards be a good source of calcium chia seeds (Spain) claims to
its high omega-3 content. and magnesium, coupled be a good source of iron
Kind pressed bars with fruit with “100% natural” together with zinc and
and chia, also features positioning. vitamin A.
omega-3.
MODERN SUPERFOODS
FOOD FOR THOUGHT
Ancient grains to be advertised as gluten-free
 The gluten-free health halo effect has been

prominent over the last few years, moving from the Amaranth
gluten intolerants and allergic to a mainstream
public. It grew at 18% CAGR over the review Chia seeds Quinoa
period reaching retail value sales of USD5.9 billion
globally in 2017.
 Many ancient grains have the potential to play in Gluten Free
this space as they are naturally free from gluten, so Ancient
advertising this feature brings huge opportunities to Flaxseeds/ Grains/Seeds Buckwheat
Linseeds
engage with a growing consumer base looking for
these alternatives.
 The US is the largest market, but Italy, the UK and
France are set to see the most promising potential Teff Millet
over coming years.
Free from Gluten: Retail Sales 2017 (USD million) and % CAGR 2017-2022
MODERN SUPERFOODS
FOOD FOR THOUGHT
Ancient grains coupled with philanthropic elements
 As previously introduced, in saturated markets fashionable Preferred Food Attributes

ingredients such as ancient grains are not enough. Mission- Is all natural
based products and highlighting the added value is crucial.
Consumers increasingly want to know where the ingredients *
come from, looking for all natural ingredients, organic
certifications and non-GMO labelling.
Is organic
 Key player Unilever is well aware of this on its latest
savoury snack. Growing Roots was launched in March 2018
in the US and is Unilever’s first foray into organic snacks; *
the range is based on coconut or corn coupled with quinoa,
flax, sesame and chia seeds, and it ticks the box for on-
trend attributes such as free from gluten and vegan. It also Does not contain GMO*
supports the growth and development of urban farming as

part of its building healthy communities initiative, which
engages with the ethical consumer.
Does not contain gluten
Note: *There is no survey data available for 2016
Growing Roots – Unilever (US)
MODERN SUPERFOODS
FOOD FOR THOUGHT
Teff has yet to reach a global footprint
 With consumers demanding greater innovation and the increasing use of traditional ingredients from
ancestral cultures, there is potential for a large number of grains and seeds, whose availability is currently
restricted to their area of origin but hold a great nutritional profile, to potentially expand and reach the
Western world.
 Teff is not well known in the majority of the countries analysed, but is the
most culturally important foodstuff in Ethiopia. It is the main ingredient in
injera, the country’s most important packaged food product, a fermented
flatbread that is served in all meals and which plays an important
symbolic role in Ethiopia’s food culture, as it is used to scoop up food
from shared platters.
 Teff is one of the most sounded names as the next quinoa and it seeks
to expand globally. It is gluten-free and holds a strong nutritional profile,
especially in micronutrient content, with high levels of calcium and iron –
two minerals that are often deficient in our diets. In particular, teff is the
largest source of iron compared to any other ancient grain, and this
Mama Fresh – Teff Injera (Ethiopia) could be a great positioning, mainly targeted to females whose
recommended dietary iron intake is greater than that of men, and is
difficult to achieve.
 A good example of teff expansion is Mama Fresh, an Ethiopian company that has been baking injera since
2003. It exports to various parts of the world, delivering thousands of pieces every day. They are available
in Ethiopia, the US, Sweden, Norway, Germany, Hong Kong, Kuwait and Nigeria.
 Teff is currently emerging, but with promising potential mainly in North America and Western Europe,
based on the desire for whole grains with a high nutritional profile, gluten-free, and the appetite for
traditional products and world flavours.
MODERN SUPERFOODS
FOOD FOR THOUGHT
Kaniwa and fonio: the next ancient grains?
Kaniwa Fonio
• Also known as baby quinoa, kaniwa • Fonio is a kind of millet with a nutty
has been cultivated in South America flavour, cultivated in West Africa for
for millennia. thousands of years.
• It is as high in protein but higher in • It is particularly rich in methionine
iron and with a crunchier texture. and cysteine, two amino acids that
• The main difference with quinoa is are deficient in most other
the saponin content, which is a mainstream grains (barley, rice or
compound that gives quinoa a soapy, wheat).
bitter flavour if not rinsed well. • Pierre Thiam, an American chef from
Kaniwa, on the other hand, lacks Senegal, sees the potential of fonio
saponin, which makes it easier and as the next big supergrain, and it is
quicker to prepare. looking to bring fonio to the West
• The potential to expand to the through its brand Yolélé.
Western world is clear in line with the • It is emerging now in the US, with
success of quinoa. Western Europe set to follow.
MODERN SUPERFOODS
FOOD FOR THOUGHT
Everything is not bright: challenges of ancient grains
Affordability Production Legislation

• Ancient grains are notably • Ancient grains can be • Ancient grains have great
more expensive than modern challenging for bakers since nutritional profiles but food
grains, specially in countries special enzymes are needed regulation is tough in many
where they are not produced to avoid low volume markets, specially in the EU,
and high import taxes are production. so holding nutritional claims is
applied. • Ancient grain bread also tends only feasible when they reach
• In addition, strong worldwide to get stale and hard faster certain levels.
demand could potentially lead than white bread. • In addition, the inclusion of
to a shortage of particular • Moreover, ancient grains can negligible amounts of an
ancient grains, which could impact flavour, texture and ingredient, in this case ancient
result in sudden price spikes. mouthfeel so it is important to grains, highlighting its content
This was already seen with get the process parameters on the front pack could
the recent quinoa craze. right to succeed. potentially be regulated as it is
misleading for consumers.
MODERN SUPERFOODS
FOOD FOR THOUGHT
Key recommendations
Tap into premium offerings in snacks and fast-growing categories such as

plant-based dairy and meat.
Highlight the nutritional value of ancient grains. Claims around protein and
fibre are the standard so advertising other differential nutrients such as
healthy fats and micronutrients is crucial to standing out.
In line with the free-from craze, ancient grains that are naturally gluten-
free should advertise such a feature.
The inclusion of ancient grains needs to be coupled with clean, short and
simple ingredient labels as well as philanthropic elements.
MODERN SUPERFOODS
FOR FURTHER INSIGHT PLEASE CONTACT
María Mascaraque
Consultant – Food and Nutrition
maria.mascaraque@euromonitor.com
@MascaraqueMaria
https://uk.linkedin.com/in/mariamascaraque
RELATED ANALYSIS
From Almond to Pea: The Growing Appetite for Plant-based Milk (May 2017)
Plant-based Protein: Assessing Demand for Sustainable Alternatives (March 2017)
“Nutritious” and “Convenient” are Key to Success in Breakfast Foods (Part I)
(September 2016)
Nutritious” and “Convenient” are Key to Success in Breakfast Foods (Part II)
(September 2016)
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MODERN SUPERFOODS

Reinventing Ancient Grains: From Traditional Staple Food To Modern Superfoods

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Reinventing Ancient Grains: From Traditional Staple Food To Modern Superfoods

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REINVENTING ANCIENT GRAINS: FROM TRADITIONAL

STAPLE FOOD TO MODERN SUPERFOODS

Ancient grains speak to

Health is driving the ancient grains trend

What are the Major Drivers of Demand for Ancient Grains?

Vegans/vegetarians and millennials between health and fashion

stick to them as part of their regular diet. In the same

Ancient grains are nutritional powerhouses

Macronutrients (Grams) per 100 Grams of Ancient Grain/Seed Type

Source: USDA National Nutrient Database for Standard Reference

A suitable grain to highlight each macronutrient

 For those seeking high levels of plant- Protein > Fibre

Differentiation through micronutrient content

Source: USDA National Nutrient Database for Standard Reference

Ancient grains pack a vitamin punch

Selected Vitamins per 100 Grams of Ancient Grain/Seed Type

International Units (IU)

Minerals and vitamins

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Frequent consumption of ancient grains is geographically widespread

How Frequently are Ancient Grains Consumed?

(less than once a month)

 Different types of ancient grains are consumed very often in

Ancient grains speak to cultural heritage in some geographies

Ecuador and Peru Ukraine

South Korea: on the fence of tradition and health trends

In Western Europe health trends are in full swing

Plant-based and convenient foods remain decisive for growth

 Ancient grains are versatile and can

Country snapshot: assessing demand for ancient grains

Ancient grains evolving from the US to Western Europe

Spelt and millet are the new quinoa in Spain

 Health-conscious consumers are also driving the ancient

farmers. It is also surrounded by a very resistant bran that

Lithuania and Russia: tradition paired with health credentials

 In Eastern Europe, Lithuania is one of the countries making

 Focusing on the Middle East – the greatest

Amaranth and chia seeds: bright stars in Mexico

 Looking at Latin America, quinoa and amaranth are native

Brazil is slowly following in the footsteps

Qualy Multigrain Margarine (Brazil) Kellogg’s Wholegrains Cracker (Brazil)

The health halo brings opportunities to India

 In APAC, India is a key market. Ancient grains are widespread thanks to

From grains-based foods to plant-based dairy and meat

Bread and breakfast cereals: the ancient story

Bimbo chia and quinoa bread loaf (Portugal)

Integrating ancient grains in premium snacks

 With mid-tier product segments under pressure, more

Forecast growth (CAGR % 2017–2022)

 Nonetheless, the addition of these ingredients is not

Mondelez combines ancient grains with ethical elements

 A clear example of these trends is Mondelez’ new

Biggest potential lies in plant-based dairy and meat

 To make a real splash, the

Spain one to watch out for in milk alternatives

 With retail value sales seeing an 8.4% CAGR over

 Meat substitutes are seeing increased consumer interest and

spotlight as they are the ancient grains with higher protein

Highlighting nutritional value is key: protein and fibre is the standard

High fibre High protein High fibre + protein

Advertising different nutrients: healthy fats and micronutrients

High omega-3 High minerals High minerals + vitamins

Ancient grains to be advertised as gluten-free