Cultured Wheat Sales Soar as More Consumers Prefer Clean Label & Natural Products Amid COVID-19 Pandemic, Finds a New FMI Study

The cultured wheat accessible in the market is GMO-free, organic, all-natural, and Kosher certified. Gradually consumers are getting more cognizant of the food ingredients as well as prefer clean labels, chemical-free, and natural products. This is driving the sales of the cultured wheat market.

The various functionalities of cultured wheat are reduced consumption of yeast, easily spread out in a food matrix, clean flavor, environmentally friendly, and manageable. The benefit offered by cultured wheat is bringing forth its increased consumption in the food sector. The natural food preservatives are witnessing high demand, which creates a huge prospect for market growth.

New Developments & Product Innovations

FDA regulation says that Pr. freudenreichii along with other bacterias discovered in cultured wheat are generally regarded as safe (GRAS) microorganisms. Moreover, the EFSA (European Food Safety Authority) has incorporated them in the Qualified presumption of safety (QPS) list. The regulations moreover provide extended prospects to the market to develop its product portfolio with cultured wheat.

A rise in the sustainability trend is shifting market players to the manufacturing of animal-free and eco-friendly products. It is the best alternative for present industrial petrochemical-based calcium propionate preservative shielding the environment against toxic chemicals. In this way market players get prospects to fortify their production of food preservatives by providing consumers organic, natural, and sustainable cultured wheat.

For instance, Mezzoni Foods offers one of the most recognized cultured wheat products called Inhibit 1900CW which is extensively used as a shelf-life extender in salad dressing, cheeses, baked goods, and other products that fight against mold and gram-negative bacteria.

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COVID-19 Impact Analysis

Manufacturers are gearing up to adopt the new normal by evolving as the customer’s trends and need. Manufacturers are capturing growth prospects across all distribution channels, comprising e-commerce. COVID-19 outbreak has influenced companies to expand their product range available for customers buying online. Nestle Malaysia has conveyed strong confidence in its post-COVID-19 recovery amid e-commerce push.

Regional Insights

The increasing demand for bakery products particularly in the Asia-Pacific market as a result of westernization of food culture and growing disposable income is in addition boosting the market growth of the cultured wheat. Europe is anticipated to dominate the cultured wheat market as a result of the existence of a huge number of confectioners and bakers. 

Competitive Landscape

Some of the major market participants in the global cultured wheat market are J&K Ingredients, Mezzoni Foods, BroliteProducts, DuPont Nutrition & Biosciences, Lima grain Ingredients along with others.

Limagrain Cereales Ingredients has presented Cereclean, a cultured wheat flour that offers an extended shelf life of the baked products. Bakers could list their products as clean label products by substituting this wheat with the chemicals they employ.

Cain has presented an advanced solution to a natural mold inhibitor called AlphaFresh. It is utilized to restore calcium propionate without adding up vinegar that is usually added in cultured wheat to prepare food preservative chemical-free.

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