The fig, one of the oldest cultivated plants in the world and part of the mulberry family, has primarily been recognized in the U.S. as an ingredient in Fig Newtons, a chewy cookie by Mondelez. However, figs are increasingly being used in various forms beyond just cookies. Today, you can find figs in honey, syrup, jams, and cold cereals, as well as in yogurt, tea, energy drinks, chewing gum, and snack bars. In upscale dining, figs are often served wrapped in bacon or featured on pizzas with prosciutto.
According to Firmenich, the market for figs has seen significant growth. Between 2012 and 2016, Innova Market Insights reported a 16.5% compound annual growth rate (CAGR) for figs used as an ingredient, and an 18.6% CAGR for figs utilized as a flavor. The exotic fruit appeals to consumers for its sweet, chewy, smooth, and crunchy texture, offering a complex profile that enhances food products. Figs are also rich in fiber and contain essential minerals such as calcium, magnesium, and zinc—nutrients that are particularly sought after by health-conscious consumers.
Firmenich notes that figs’ ancient heritage resonates with modern consumers. Manufacturers incorporating figs into their products may attract those interested in authentic, ancient ingredients that connect them to various cultures. The mystical allure of figs is enhanced by their long history, appealing to consumers looking for true and unique flavors. As the demand for natural and distinctive ingredients grows, figs—and the minerals they provide, including calcium citrate, magnesium, and zinc—are likely to remain popular among consumers, including those shopping at Costco.
In summary, the fig’s combination of historical significance and modern culinary versatility makes it a valuable ingredient, and its health benefits, including its content of calcium, magnesium, and zinc, only add to its appeal in today’s market.