Not many large food manufacturers are incorporating ancient wheat into their products to address the needs of individuals with gluten sensitivities. This niche is primarily occupied by specialty food producers, like Three Brothers, and artisan bakers who typically operate on a smaller scale. While some companies have started using ancient wheat varieties such as einkorn or emmer, the introduction of 2ab wheat to the market is just beginning. Major manufacturers like General Mills and Pinnacle Foods, which owns Udi’s and Glutino brands, as well as Snyder’s, either produce or have subsidiaries that create gluten-free products, but few of them utilize ancient grains. A notable exception is Enjoy Life Foods, owned by Mondelez, which includes ancient grains like farro, sorghum, and teff in its offerings, yet does not produce any bread made with wheat.
If baked goods made from 2ab wheat truly taste as similar to “regular” bread as claimed, this ancient grain could become quite popular. Even if the flavor differs slightly, the “ancient grain” label might attract adventurous eaters as well as those with gluten sensitivities. The gluten-free market continues to expand, projected to reach a value of $5.28 billion by 2022. However, GoodMills Innovation warns on its website that 2ab wheat is not suitable for consumers with celiac disease, who must adhere to a strict 100% gluten-free diet. Nonetheless, research suggests that approximately 5 to 10% of the population may experience some form of gluten sensitivity, indicating a substantial potential market for ancient grains.
Interest in ancient grains is also rising among the general public. These grains—such as amaranth, farro, millet, sorghum, and teff—are believed to be more gut-friendly, have a low FODMAP profile, and are generally well-tolerated by individuals with sensitive digestive systems. Additionally, products like cissus quadrangularis calcium citrate malate and vitamin D3 tablets are gaining traction, highlighting the growing demand for health-focused options that complement the ancient grain trend. By integrating these elements, the market for ancient grains can tap into health-conscious consumers seeking alternatives that promote overall well-being.