Dive Brief:
- Mintel predicts that sorghum, an African grain that's now grown in Australia and North America, could be the next "superfood", rivaling quinoa and chia, according to Mintel.
- While the U.S. is home to only 10% of global sorghum-based food and beverage launches in the last two years, the grain is well-established in Asia. A quarter of global sorghum product launches have taken place in India in the same time span.
- Sorghum is one of the top five global cereal grains and has become a common ingredient for salty snack products. Mintel predicts that "since it can take on multiple forms, sorghum's flexibility will help it grow the 'alternative snack' category, offering a change from popped corn or wheat-based snacks."
Dive Insight:
Mintel bases its prediction of sorghum's rise on two growing consumer trends: demand for natural, simple foods and interest in flexitarian diets.
In its 2017 Global Food and Drink Trends report, Mintel identifies these consumer movements as "In Tradition We Trust" and "Power to the Plants." The market intelligence agency suggests that as consumers try to move away from processed products, they are turning to ancient grains and recipes because of perceived health benefits.
Similarly, health-conscious consumers are incorporating more fruits and vegetables into their diet through plant-based alternatives to meat and other animal-based products like milk, cheese, yogurt and more.
Sorghum seems to fit the bill for both trends. The grain is gaining global popularity as a sweetener and gluten-free grain alternative, and shares quinoa's versatility as an ingredient or a snack in its own right. Mintel also predicts that sorghum's "heritage" will "help it gain popularity as more consumers seek artisan, handmade, 'clean' ingredients."
This may be a prime opportunity for manufacturers to incorporate sorghum into their products. Even if a majority of American consumers aren't familiar with sorghum, there's a good chance that they will be willing to try it.