Today's Conscious Consumer Craves Quinoa

For CPG brands, quinoa is a standout ingredient that’s capturing the hearts (and wallets) of today’s “conscious consumer.”¹  For simplicity, we’ll loosely define a conscious consumer as seeking out purchases that are “better for them” and/or “better for the environment.” When we look to the future, we think quinoa will remain a key ingredient for manufacturers looking to attract (and build loyalty) with this audience as it checks both the aforementioned “better-for-you” and better-for-the-environment boxes, which we’ll unpack more in a bit.

The numbers back us up: 85% of US consumers say they are aware of quinoa,²  and the U.S. quinoa market has grown an average of 19.2% per year since 2008.³   

Because consumer awareness is high, quinoa typically requires minimal consumer education. Furthermore, quinoa helps brands tap into the latest trends driving conscious consumer purchasing decisions, such as the desire to add  ingredients to their diet that are perceived to be nutritious, historically significant, sustainable and ethically sourced.⁴ 

Let’s look a little deeper at how this tiny “supergrain”⁵  is transforming CPG and giving manufacturers that embrace quinoa-inclusive products a leg up with today’s consumer.

A Nutritional Powerhouse

Today’s consumers are less about restricting ingredients and more about “adding with intent.”⁶  The incredible nutritional profile of quinoa  makes it an excellent addition for health-conscious consumers who want to incorporate more plant-based foods and nutrient-dense ingredients.

Why are consumers gravitating toward quinoa? For starters, it has nine grams of fiber in every cooked serving (140g)⁷  at a time when most Americans are not getting enough of this crucial nutrient.⁸  Quinoa is also an inherently gluten-free, plant-based protein source that contains all nine essential amino acids⁹    – a particularly noteworthy trait given that humans can’t produce amino acids and therefore must obtain them through dietary intake.

Of consumers familiar with quinoa, 67% claim it positively impacts a finished product’s nutritionals,¹⁰  and 75% of consumers agree grains are “good for my body.”¹¹

Enduring Historical and Cultural Significance 

Our recent Trend to Table™ report revealed that U.S. consumers are eager to explore heritage ingredients that celebrate cultural traditions or expose them to new experiences.¹²  More than half of those surveyed who like trying new foods also look for foods with grains, which is 17% higher than the national average.¹³  

Quinoa is one of these heritage ingredients favored by shoppers and diners. An ancient grain indigenous to the Andean region of South America, it was a staple food praised by the Incas as the “mother of all grains.”¹⁴  In fact, it has been cultivated for around 5,000 years across Bolivia, Ecuador, Chile and Peru.¹⁵ 

Ethical Sourcing and Traceability

Another important purchase driver for conscious consumers is knowing where ingredients come from, that they are sustainable for the environment and that they are ethically sourced.¹⁶  Ardent Mills has a transparent quinoa supply chain that makes it easy for manufacturers to trace our ingredients and how they impact the environment and the communities where they are farmed. 

Our team is proud to report that we offer one of the world’s broadest portfolios of quinoa varieties, formats and pack options, directly sourced from both North and South America.¹⁷  In North America, we have an exclusive partnership with Colorado  farmers to produce U.S.-grown quinoa, and in South America, we work with a network of over 132 sustainable organic family farms in the Bolivian Andes. That means you can count on us for consistent quality, reliable supply and long-term pricing. 

Plus, we offer South American quinoa that is USDA Certified Organic , Non-GMO and Fair Trade Certified.¹⁸ 

And how does quinoa fare when it comes to environmental sustainability? You might be surprised to learn that quinoa promotes water conservation and supports sustainable growing practices.¹⁹  For example, for every 1,000 acres in a crop rotation with potatoes, barley and alfalfa, North American quinoa can save as much as 300 million gallons of water. That’s 300 gallons of water saved in crop rotation practices per pound of quinoa harvested!²⁰

Versatile and Innovative Culinary Applications

We’ve talked about how quinoa appeals to the conscious consumer, but let’s take a look at how it can go to work for manufacturers. More specifically: How might quinoa support manufacturers looking for easy-to-incorporate ingredients and innovative applications?

First, quinoa’s versatility lends itself to a wide variety of food applications. It’s used in prepared foods in both whole grain and flour form and can be processed by extrusion, crisped or flaked.²¹  Since it’s gluten-free, it can also be eaten by most consumers.

CPG manufacturers commonly use quinoa as a base ingredient in ready-to-eat meals, side dishes or in snacks and bakery items.²²  Of course, our team of innovation experts is here to help manufacturers continue to experiment so they can keep winning with consumers. 

Here are a few innovative products using quinoa today:

• Salt & Vinegar Quinoa Chips by Texas-based brand Simply 7²³
• Fruity Quinoa Drinkable Snacks by NUQI, made with organic quinoa flour²⁴
• Dark chocolate-covered Quinoa Pops by H-E-B Organics²⁵ 

Versatile as it may be, we understand that adding quinoa into your existing formulations (and operations) often requires support. So, we’ve built our Ardent Mills Innovation Centers (AMICs) around helping to ensure that your products win with consumers at shelf and that you have the support you need with integrating quinoa operationally. How can we help, specifically? Some examples include:

1.    Our innovation team can assist with flavor-masking techniques and textural enhancements to help ensure your products are a success.
2.    We’re here to provide technical support for optimization of processing methods and equipment settings, helping to ensure a smoother integration of quinoa into your existing production lines.
3.    Our AMICs can help your team navigate the complex regulatory landscape, supporting efforts to ensure your formulations meet certifier requirements.  

Leveraging our extensive network, we can play a critical role in ensuring a reliable supply of the highest-quality quinoa, alleviating some of the risks associated with supply chain disruptions.

A Powerful Way to Align Products with Consumer Preferences

As you can see, quinoa is uniquely positioned to grab the attention of today’s conscious consumer – and shows no signs of slowing down. We encourage you to explore incorporating quinoa into your product portfolio to capture a larger share of wallet with this ever-expanding cohort of shoppers. 

The Ardent Mills team is here to help you develop innovative products. Our investment in quinoa helps ensure consistent quality and a reliable year-round supply so you can focus on continuing to wow your customers. That’s Purpose-Powered Innovationᵀᴹ with Ardent Mills.

Let's Continue the Conversation

[1] “Organic Quinoa Seeds Market Report by Type (White Quinoa Seeds, Black Quinoa Seeds, Red Quinoa Seeds, and Others), Distribution Channel (Hypermarkets and Supermarkets, Departmental Stores, Online Retail Stores, and Others), and Region 2024-2032,” Imarc, https://www.imarcgroup.com/organic-quinoa-seeds-market 

[2] Ardent Mills, Trend to Table™, consumers 18+, US only; 1- includes: Very familiar/ know specifics + Somewhat familiar/ know some basics + Have only heard of it, but don’t know anything else; 2- includes: Very familiar/ know specifics + Somewhat familiar/ know some basics

[3] “Quinoa: Plant-based Protein Advantages & Innovation,” Ardent Mills, 2022, https://www.ardentmills.com/media/2631/quinoa-whitepaper.pdf 

[4] “Trend to Table™: The food trends driving today’s consumer purchases and their impact on grains, pulses and flours,” Ardent Mills Consumer Study, 2024, https://www.ardentmills.com/trend-to-table/

[5] “Organic Quinoa Flour & Seeds,” Ardent Mills, accessed July 11, 2024, https://www.ardentmills.com/products/gluten-free-ancient-grains/organic-quinoa/ 

 [6] “Trend to Table™: The food trends driving today’s consumer purchases and their impact on grains, pulses and flours,” Ardent Mills Consumer Study, 2024, https://www.ardentmills.com/trend-to-table/

[7] Based on USDA nutritional data; quinoa is an excellent source of folate, good source of fiber, thiamine, riboflavin, and iron (per 45g uncooked grain RACC)

[8] “2020-2025 Dietary Guidelines for Americans,” Ninth Edition, USDA, December 2020, https://www.dietaryguidelines.gov/

[9] “Quinoa,” The Nutrition Source, Harvard T.H. Chan School of Public Health, accessed July 11, 2024, https://nutritionsource.hsph.harvard.edu/food-features/quinoa/

[10] Ardent Mills, Trend to Table™, consumers 18+, US only; 1- includes: Very familiar/ know specifics + Somewhat familiar/ know some basics of the respective grain

[11] “Trend to Table™: The food trends driving today’s consumer purchases and their impact on grains, pulses and flours,” Ardent Mills Consumer Study, 2024, https://www.ardentmills.com/trend-to-table/  

[12] “Trend to Table™: The food trends driving today’s consumer purchases and their impact on grains, pulses and flours,” Ardent Mills Consumer Study, 2024, https://www.ardentmills.com/trend-to-table/

[13] “Trend to Table™: The food trends driving today’s consumer purchases and their impact on grains, pulses and flours,” Ardent Mills Consumer Study, 2024, https://www.ardentmills.com/trend-to-table/

[14] “Ancient & Heirloom Grains,” Ardent Mills, 2017, https://www.ardentmills.com/media/1088/ancient-heriloom-grains_information-sheet.pdf

[15] “Quinoa,” The Nutrition Source, Harvard T.H. Chan School of Public Health, accessed July 11, 2024, https://nutritionsource.hsph.harvard.edu/food-features/quinoa/

[16] “Trend to Table™: The food trends driving today’s consumer purchases and their impact on grains, pulses and flours,” Ardent Mills Consumer Study, 2024, https://www.ardentmills.com/trend-to-table/

[17] “Quinoa Hub,” Ardent Mills, accessed July 11, 2024, https://www.ardentmills.com/quinoa-hub/ 

[18] “Organic South American Quinoa,” Ardent Mills, accessed July 11, 2024,  https://www.ardentmills.com/quinoa-hub/styles/types/organic-south-american-quinoa/

[19] “The Annex Stories,” Ardent Mills, 2019,  https://www.ardentmills.com/media/1725/colorado-quinoa-sustainability-story.pdf

[20] “The Annex Stories,” Ardent Mills, 2019,  https://www.ardentmills.com/media/1725/colorado-quinoa-sustainability-story.pdf

[21] “Organic Quinoa Flour & Seeds,” Ardent Mills, accessed July 11, 2024,  https://www.ardentmills.com/products/gluten-free-ancient-grains/organic-quinoa/

[22] “Quinoa: Plant-based Protein Advantages & Innovation,” Ardent Mills, 2022, https://www.ardentmills.com/media/2631/quinoa-whitepaper.pdf

[23] Any reference to third-party brands does not imply an affiliation with Ardent Mills.

[24] Any reference to third-party brands does not imply an affiliation with Ardent Mills.

[25] Any reference to third-party brands does not imply an affiliation with Ardent Mills.