Rising Health Awareness Has Increased Popularity of Allergen-Free Products

As discussed in the EU Sesame Seed: Demand and Quality Issues, the health concerns over potential pesticide contaminations and the rise in sesame-related allergies, have prompted EU buyers to explore alternative sources or substitutes. Furthermore, consumers are increasingly turning to healthier and allergy-free alternatives such as superfoods. The superfoods market, valued at approximately USD 162.6 billion in 2022, is projected to reach around USD 226.3 billion by 2028. Superfoods, known for their high nutrient content and health benefits, include chia seeds, flax seeds, watermelon seeds, pumpkin seeds, beetroot chips, kale chips, and spirulina.

Figure 1. Value of The Global Superfoods Market From 2022 to 2028

Source: Statista

The rising health-conscious trend among consumers and the appeal of superfoods have propelled the popularity of alternatives like chia seeds. Chia seeds have increasingly found their way into the baking and confectionery industry, offering a suitable alternative to consumers who want to avoid specific allergens. In recent times, chia seeds have been utilized in pastries, bread, yogurts, fruit jellies, and dressings. Gluten-free and versatile, chia seeds can serve as a replacement for dairy and soy protein. Although chia is mostly sold as a healthy ingredient, there is also growing adoption among conventional consumers. Chia is increasingly used in conventional products to enhance their image or add marketing value.

Latin American countries like Paraguay, Bolivia, Mexico, and Argentina, and African countries like Uganda are the main suppliers of chia seeds to the EU market. Paraguay, in particular, has seen substantial growth in chia seed exports to the EU, with a significant 61% YoY increase to 12,104 mt in 2022. Paraguay is currently the world’s largest producer and exporter of chia seeds. Paraguay’s chia seeds are produced as a commodity crop akin to soybeans and maize due to the advantage of large and cost-effective volumes.

Figure 2. Top Markets of EU Chia Seed Imports

Source: Eurostat

The EU sesame seed market has shown resilience amidst health concerns over potential pesticide contaminations and the rise in sesame-related allergies. EU's exploration of alternatives like chia seeds and other superfoods, which are gaining popularity due to their nutritional value and allergen-free nature, potentially prompted a sustained shift towards allergen-free alternatives. Heightened consumer awareness regarding the health impact of food underscores the crucial need to ensure quality and safety throughout the supply chain.