According to a 2014 General Mills survey, US people eat 48% more whole grains now than in 2009. It is an impressive rise to compare with the less than 1% growth shown between 2000 and 2004. A whole grain stamp has been created and is appended on nearly 10,000 products. The whole grains movement is driving demand for ancient grains such as amaranth, buckwheat, quinoa, couscous, sorghum, teff or brown rice.
First innovation products were composed of quinoa grains. According to Innova Market Insight, global launches of new products made with quinoa rose 50% last year and among them, 38% promoted their gluten-free properties.
Bakery, breakfast cereals and snacks now account for the largest number of new product introductions composed of whole grains, with side dishes and meals gaining quickly.