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The farro market size is projected to increase by USD 149.91 million, at a CAGR of 10.47% between 2023 and 2028
Major contributors to the farro market in Europe include the UK, Germany, France, Spain, Italy, and the Russian Federation, with notable companies such as Waitrose and Poggio operating in the region. Growing consumer demand for ancient grains like farro, spelled, Kamut, and oats is evident, driven by their associated health benefits. These grains, particularly farro, are increasingly utilized in food product innovations within the European food and beverages industry, offering enhanced nutritional value compared to alternatives. This surge in demand has led to increased farro imports into Europe for both direct consumption and incorporation into various food and beverage applications. Agribosco SRL is a key player, offering organic pearled emmer (farro perlato bio), emphasizing 100% organic content that can be stored in a cool, dry place away from heat sources. Such factors are expected to drive the regional market growth during the forecast period.
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Increased use of farro as an ingredient in muesli is notably driving the market development. Farro is a healthier alternative to white rice and other refined grains due to its high nutritional value. It has a rich nutritional profile of protein, fiber, magnesium, zinc, and B vitamins and, therefore, witnesses significant demand as a nutritional ingredient in breakfast food options, especially in muesli. Muesli is a mixture of oats, cereals, grains, nuts, and dry fruits, and its consumption is high globally. The premiumization of packaged breakfast cereals, due to their high-quality ingredients, is expected to propel the market trends and analysis of the muesli market globally.
As a result, several vendors operating in the global muesli market offer muesli products with farro as a nutritional ingredient. For instance, Poggio del Farro srl offers ORGANIC biscuits with flakes, in which whole-grain farro flour and flakes are used as sources of protein and fiber. Similarly, the company also offers organic farro crunchy with chestnut flour, which contains farro flakes as a nutritional ingredient. Hence, the increasing use of farro as a nutritional ingredient in muesli is expected to propel the growth of the market during the forecast period.
The increasing influence of blogs and digital media on farro consumption is an emerging trend shaping the market growth. The adoption of farro as a necessary ingredient has been favorably affected by blogs about its advantages. Bloggers promote the qualities of cereal grains, such as farro, by sharing their expertise and experience with farro consumption. Consumers prefer products that are devoid of chemicals and preservatives. Besides, farro is used in the food and beverages industry and by end consumers as a healthy ingredient in meals. Furthermore, the increased global adoption of cell phones and the internet has contributed to people's reliance on digital media for product information.
Consumers consult blogs on food ingredients and recipes available online to understand the nutritional qualities of farro-based meals. In addition, many blogging web portals promote the consumption and recipes of meals. Therefore, the availability of blogs and information through digital media is expected to increase the consumption of farro, either directly or through food and beverage products, which in turn may fuel the growth of the market during the forecast period.
The availability of substitutes for farro is a significant challenge impeding the market development. The availability of numerous substitutes for farro is likely to pose a severe challenge to the growth of the market in focus during the forecast period. The substitutes in the market are available in both conventional and organic forms, offering similar types of nutritional value. These substitutes include teff, quinoa, barley, wheat, Kamut flour, and amaranth flour. These substitutes are witnessing a huge demand in the food and beverages industry for use as ingredients in breakfast food products.
Moreover, the major substitutes for farro are wheat and barley, which have high market shares due to their easy availability and lower price compared to farro. Several food and beverage vendors offer food products where substitutes are used as ingredients. Therefore, the growing consumption of farro substitutes in the food and beverages industry is expected to hamper the growth of the market during the forecast period.
Farro is mostly sold through offline distribution channels, which include retail formats such as specialty stores; hypermarkets, supermarkets, and convenience stores; and warehouse clubs or local grain vendors. These retail formats help generate most of the revenue in the global market and account for the major portion of the total market. The major part of the revenue stems from retail formats such as hypermarkets, supermarkets, convenience stores, and warehouse clubs. In addition, consumers find it beneficial to shop from such retail stores owing to the attractive discount offers and schemes. Some key retailers that operate hypermarkets, supermarkets, convenience stores, and warehouse clubs are the following: Walmart Stores Carrefour Target Tesco These developments and factors are expected to augment the demand for the offline distribution channel segment globally and, therefore, are expected to drive the growth of the market during the forecast period.
The market share growth by the organic farro segment will be significant during the forecast period. Farro is often perceived as a nutritious whole grain, rich in fiber, protein, vitamins, and minerals. The increasing awareness of the health benefits associated with whole grains can drive demand among consumers seeking healthier dietary choices. The low price of conventional farro, when compared with organic farro, is one of the major factors that will drive the growth of the segment.
The organic farro was the largest and was valued at USD 91.48 million in 2018
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The demand for conventional farro is expected to increase during the forecast period due to the rising awareness among consumers about its various health benefits. Farro is rich in antioxidants, fiber, and various vitamins and minerals. The use of conventional farro as an essential ingredient in many food and beverages will also propel the growth of the segment. Roland Foods LLC (Roland Foods) and Nature Earthly Choice are some of the prominent vendors that offer conventional products. Also, several private label brands offer conventional farro to the food and beverages industry and end-consumers. Thus, the health benefits of conventional farro and its applications in the food and beverages industry will drive the growth of the segment during the forecast period.
Europe is estimated to contribute 55% to the growth of the global market during the forecast period
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Technavio's analysts have provided extensive insight into the market forecasting, detailing the regional trends and drivers influencing the market's trajectory throughout the forecast period. Further, farro crops can be grown in hilly and mountainous regions due to their ability to grow in poor-quality soil and resistance to fungal diseases. Therefore, farro production in the mountainous regions of European countries, such as Switzerland, Italy, and Turkey, will likely increase during the forecast period. In Central Italy, farro is grown as a geographical indication (GI) product and requires no insecticides to control crop diseases.
Additionally, the growing consumer interest in traditional food grains with high nutritional values and increasing adoption of agrobiodiversity conservation for cropping systems among farmers have been fueling the production of organic farro in the mountainous regions of Europe. Therefore, the above factors are likely to increase the production and consumption of farro in the region during the forecast period.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market forecasting growth and analysis.
The market growth and forecasting report also includes detailed analyses of the competitive landscape of the market and information about 10 market companies, including Agribosco SRL, Anson Mills, Bluebird Grain Farms, Bobs Red Mill Natural Foods Inc., Flourist, Hayden Flour Mill, Hive Brands, Hodmedod Ltd., Italco Food Products Inc., Janies Mill, Molino Bertolo., Molino Peila SpA, Natures Earthly Choice, Poggio del Farro srl, PROMETEO SRL, Roland Foods LLC, SHILOH FARMS, Timeless Seeds Inc., Vigo Importing Co., and Woodland Foods Ltd.
The market analysis and report of qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The global farro market is expanding, particularly the whole grain farro segment, amidst growing consumer demand for convenience food products. Farro, known for its nutrient-rich profile, is becoming a staple in organically sourced wholesome grains, catering to on-the-go and plant-based meal trends. Its culinary versatility enhances taste experiences in high-quality sustainable diets, contrasting with unhealthy options. Improved yields and efficient harvesting methods support culinary applications across diverse cuisines. Consumer spending preferences lean towards non-GMO and pesticide-free grown products, prompting supermarkets and hypermarkets to increase visibility and assortment of plant-based products, with clear labels for informed choices. Both offline segments like supermarket chains and online platforms, including brand websites, contribute to the accessibility and popularity of farro worldwide.
The research report forecasts market research and growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2018 to 2028.
Farro Market Scope |
|
Report Coverage |
Details |
Page number |
155 |
Base year |
2023 |
Historic period |
2018-2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 10.47% |
Market Growth 2024-2028 |
USD 149.91 million |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
10.33 |
Regional analysis |
Europe, North America, Middle East and Africa, APAC, and South America |
Performing market contribution |
Europe at 55% |
Key countries |
US, Italy, France, Germany, and Switzerland |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Agribosco SRL, Anson Mills, Bluebird Grain Farms, Bobs Red Mill Natural Foods Inc., Flourist, Hayden Flour Mill, Hive Brands, Hodmedod Ltd., Italco Food Products Inc., Janies Mill, Molino Bertolo., Molino Peila SpA, Natures Earthly Choice, Poggio del Farro srl, PROMETEO SRL, Roland Foods LLC, SHILOH FARMS, Timeless Seeds Inc., Vigo Importing Co., and Woodland Foods Ltd. |
Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period. |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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