Heritage grains are ancient varieties of wheat and other grains that were used extensively in the past, and have been seeing resurgence recently. Heritage grains are nearer to their wild state, produced before growers started to use commercial ways of cropping to increase yield and be more resistant to weeds. The heritage grains are not gluten-free, but anecdotally, consumers find it easier to digest and easier on their bodies than commercialized and overly processed grains. Heritage grains have proved to be more digestible for many people who suffer from gluten intolerance. Technically, all grains contain wheat, but many heritage varieties can still be enjoyed on a gluten-free diet. It’s not so much that they are healthier, in fact, considering protein and fiber content, heritage grains have a similar nutritional composition to non-heritage. However, it seems that many people are finding that enjoying foods closer to their original natural state is desirable and the consumer taste demands may uplift the heritage grains in forecast period.
Heritage Grain: Segmentation:
Global heritage grains can be segmented on the basis of product type, end use, nature, distribution channel, and geography.
On the basis of product type, heritage grains can be segmented into quinoa, millet, spelt, emmer, einkorn, kamut, amaranth, buckwheat, sorghum, chia, and other. Among them, buckwheat holds major segment among the all product type.
On the basis of end use, heritage grains is segmented into HoReCa, household and food industry. The household and food industry have more share comparison to HoReCa.
On the basis of nature, heritage grain can be segmented into organic and conventional. The consumption of organic grain is increasing among the health-conscious population because it helps to maintain their healthy lifestyle.
Heritage grains is further segmented on the basis of distribution channel into direct and indirect channels. Indirect channel is further segmented into modern trade, specialty stores, convenience stores, commercial, hotels/restaurants/bars, online retailers, and other retailing formats.
Heritage Grain: Market Dynamics
There's a strong demand for low- or no-gluten grains among the consumers which will drive the heritage market. Demand for protein globally is driven by socio-economic changes such as rising incomes, increased urbanization, and aging populations whereby the contribution of protein to healthy aging is increasingly recognized and recognition of the role of protein in a healthy diet. Gluten free trends have widely picked up, and have been on an exponential growth, with more and more consumers demanding gluten free food and the use of gluten free grains by manufacturers of beverages and baby food. A positive market growth for heritage flours, including wheat flour, is highly likely. A non-GMO trend is also evident in certain parts of the world, as the concerns for food safety have risen. Consumers want food to be fresh and natural, and also the products made to serve on the same lines. By fresh and natural, most consumers indicate free from chemicals and grown completely in a naturalistic way. This opens many opportunistic doors for both, the manufacturers and buyers of heritage grain to expand in this white space.
Heritage Grain: Regional Outlook
Depending on the geographic regions global Heritage Grain is segmented into five key regions: North America, Latin America, Europe, APAC and MEA.
Europe is the leading consumer of the heritage grain and exports mostly to North America where it is used in the raw form for direct consumption, or is minimally processed and used in a variety of food processing applications.
Asia Pacific heritage grain market is expected to grow moderately during the forecast period because of fast-paced lifestyles of consumers leading to demand for health food, the influence of social media, and increasing trend of gluten free products are driving the market.
The recent trend due to increasing urbanization and a growing middle-class population with higher disposable incomes is expected to drive market growth.
Heritage Grain: Key Players
Key global market players producing heritage grain include Bluebird Grain Farms, Anson Mills, Heritage Grain Company, Rogers Grain, Prairie Heritage Seeds Organics Inc., Pederson Heritage Farms and Other.
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