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Ancient Grains: Bakery and Beyond

Ancient Grains: Bakery and Beyond

  • July 2015
  • 50 pages
  • ID: 3351310
In this report:
According to Canadean Consumer's 2015 Q## Global Survey, an overwhelming majority (##%) of consumers find a food/ drink product that is naturally high in nutrients appealing.
According to Canadean Consumer's global survey, ##% of consumers find products that come in the format of a drinkable snack appealing.

Summary

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Brief

"Ancient grains" refers to grains that were highly prevalent before modernized hybrids came about and are considered to be a richer source of nutrients than modern grains. This research determines consumer perceptions of ancient grains in terms of how healthy they are and highlights possibilities for bread, bakery, and other FMCG categories to capitalize on the health benefits of ancient grains.

Abstract

- Access singular consumer insight to understand how consumers perceive ancient grains as an ingredient, in terms of health impact.

- Understand who the main target consumer groups for ancient-grain-based innovation are, and explore suggested marketing platforms to target them.

- Explore best-in-class examples of innovation from across food, drinks, and personal care in categories including bakery, cereals, snacks, and dairy.

- Identify which of Canadean Consumer's TrendSights sub-trends the ancient grains trend aligns most closely to.

- Gain insight into additional imminent categories to focus ancient-grain-related NPD on.

Great reasons to purchase

- What are the benefits combined with ancient grains?

- How healthy do consumers perceive ancient grains including quinoa and spelt to be?

- Who are the top target consumer groups for ancient-grain-based innovation and how can their needs be met?

- How can bakery and cereal manufacturers capitalize on the health benefits linked with ancient grains?

- What alternatives does the ancient grain trend present for manufacturers beyond bakery and cereals?

Key Findings

Globally, 81.0 percent of consumers are familiar with ancient grains as ingredients. Furthermore, well over half (54.0 percent) believe them to have a positive impact on health.

Weight-conscious women are among the recommended main targets for ancient grains. They are more highly attentive to the ingredients used in food and drink than average, and have a positive view of the impact ancient grains have on health, perhaps linked to the role such grains are claimed to play in supporting weight loss.

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