Seed Trends EN

Why consumers love seeds

While few things beat a lasting balanced diet, there are an elite group of so-called superfoods that can add a boost to your nutritional wellbeing. While in the last years chia seeds have well deserved and earned position in the consumers diet, now we are seeing an increase in seeds including sunflower, pumpkin and flaxseeds. Seeds in general contain a significant amount of nutrients including calcium, protein, iron, omega-3 and 6. 

Today more and more consumers understand the benefits of seeds and seek convenient opportunities on the shelves of supermarkets ultimately creating huge opportunities for marketing new products. Another plus is that seeds fall within the guidelines of most dietary restrictions including gluten free, dairy free, paleo and vegan. Also choosing seeds is a safer option to avoid allergic reactions like the ones many people have developed to nuts. These reasons are increasingly encouraging brands in a wide variety of categories to use them in their new products. Conveniently this trend also goes well with the consumers increasing interest in breakfast – the most important meal of the day.The number of global food & drink products containing seeds grew by a healthy 109% between 2012 and 2014 with continued growth in 2015. Most products can be found in the bakery and snacking aisles, but more and more are being developed for the dairy sections.

The number of global yogurt launches containing seeds increased by more than 200% between 2012 and 2015. Most innovations have been in the US and UK, though both Germany and New Zealand have recorded a spike in activity. (Source: Report Mintel, July 2015).When we have a closer look at the growing interest in seeds, including pumpkin seeds, sunflower seeds and flaxseeds we can also monitor an increase among different product categories but the rise in dairy is especially high. According to Mintel the number of new product launches, including either one or a combination of these seeds, has doubled between 2013 and 2015. 

Increase in Pumpkin, Flax and Sunflower seeds

It’s also important to mention the nutritional value found in flaxseeds, pumpkin seeds and sunflower seeds including healthy fats, protein and fiber - a nutritional trinity. But recently seeds have also been discovered in the indulgent product segment of yogurts – due to their crunchiness and texture. Consumers also love seeds in dairy due to feeling of satiety – it gives the sensation of something to chew on. Seeds in combination with dairy products offer consumers an attractive combination of nutrition, flavor and texture. They also help to support a brand’s positioning eg. on health – including gut health and and there is the added trend of indulgence – specifically related to flavor combination and texture.