Demand for speciality foods on the increase

A few years ago, if you mentioned Camargue red rice, Quinoa or Wheatberries to the average supermarket shopper you would have been met with a look of confusion. However 2012 sales figures released by Leathams, suggest that the demand for speciality foods is significantly on the rise. Recording 135% YOY increase in sales of their Camargue Red rice and 104% growth amongst their Merchant Gourmet® ready to eat cereals and grains range, Clive Moxham, Sales and Marketing Director suggests some of the reason for their rising popularity.

“We strongly believe that the popularity of grains and pulses will continue to develop throughout 2013 and beyond. Since launching the first pack of Merchant Gourmet® ready to eat Puy lentils pouches into supermarkets in 2005, we have introduced 13 other lines in this category. Most of these are already listed in the majority of the major supermarkets who themselves have started launching some innovative ready to eat grains under their own label. We believe that wheatberries, black barley, black rice and freekah are set to become more prevalent in 2013.”

2012 saw a lot of media attention surrounding the health benefits associated with grains and pulses which are often highlighted as a healthier alternative to rice and pasta. Noting the diversification of the customer base since the launch of their ready to eat pouches, Moxham outlined some of the reasons behind this shift.

“Traditionally Quinoa and other grains have been seen as specialist products, and can often come across as a bit scary to some. By making them more convenient and easier to use, we have found that they have attracted a new younger customer base, a customer who may not have the time or knowledge to prepare a meal with the dried grains. If we look at what occurred within the rice category, with the move from dried to microwaveable pouches, we can see some similarities with grains. There is definitely an acknowledgement of the opportunity that exists within this category hence the additional space that supermarkets are dedicating to these products on their shelves. “

Suggesting that these alternatives are rapidly on their way to becoming mainstream Moxham said: “Part of the popularity of pulses and grains is that they are now considered an all year round staple product. When we first launched we thought that there would be some seasonal popularity for the products, with more sales being seen in spring and summer salads, and also after the over indulgence of the Christmas period. However this has not been the case, we have seen a consistent growth in sales throughout the year, as people are discovering the versatility of the grains and adding them to casseroles, soups and other winter dishes.”