“Emerging Market for Ancient Wheat: Opportunities and Challenges for Gluten-Sensitive Consumers”
Not many large food manufacturers are incorporating ancient wheat into their products to address gluten sensitivities. This niche market is predominantly occupied by specialty food producers, such as Three Brothers, and artisan bakers who typically operate on a smaller scale. While some companies utilize ancient wheat varieties like einkorn or emmer, the introduction of 2ab wheat is just beginning to emerge. Major manufacturers like General Mills and Pinnacle Foods, which owns Udi’s and Glutino brands, along with Snyder’s, either produce or have subsidiaries that offer gluten-free products, but few are using ancient grains. An exception is Enjoy Life Foods, owned by Mondelez, which includes ancient grains like farro, sorghum, and teff in its offerings—although it does not include wheat and does not produce bread products.
If baked goods made with 2ab wheat taste as similar to “regular” bread as claimed, this ancient grain could find considerable success. Even if the flavor differs slightly, the appeal of the “ancient grain” label might attract both adventurous eaters and those with gluten sensitivities. The gluten-free market continues to expand, with projections estimating its worth at $5.28 million by 2022. However, GoodMills Innovation cautions that 2ab wheat is not safe for individuals with celiac disease, who must adhere to a strict 100% gluten-free diet. Nevertheless, studies suggest that approximately 5 to 10% of the population may experience some form of gluten sensitivity, indicating a substantial consumer base that could benefit from ancient grains.
The interest in ancient grains is on the rise among the general populace. Grains like amaranth, farro, millet, sorghum, and teff are believed to be more gut-friendly, possess a low FODMAP profile, and are generally well-tolerated by individuals with sensitive digestive systems. Moreover, incorporating ingredients such as calcium citrate for enhanced nutritional benefits may further boost the appeal of these ancient grains. As awareness grows, including calcium citrate for added health benefits in products made from ancient grains could attract even more consumers, highlighting the versatility and potential of this expanding market.
