In the past four years, there has been a 133% increase in new product launches with blue corn in Mexico, with snacks being the most popular food category, according to data from market research company Mintel.
Some brands blend blue corn with other native ingredients. Mexican organic-certified food firm Better Snack, for instance, uses blue corn and amaranth for its Totopos while Azucena blends different varieties of corn with organic nopal cactus or chia seeds.
Aesthetics is one factor fueling demand. “While once the taste of food was the first priority when it came to innovation, the rise of social media has spurred a rise in innovations that look striking too. As a result, colors, particularly natural colors, are receiving greater attention," said food and drink analyst Emma Schofield.
However, consumers also want authentic, healthy food and blue corn ticks both these boxes.
Mexico has around 700 traditional dishes made with corn and the color in blue maize derives from healthy anthocyanins and antioxidants.
Mexican company Maza Real, which sells criollo (landrace) varieties of nixtamalized blue, white and red corn, told us that demand for its products is driven by consumers’ desire to go “back to natural, back to their roots”.
Paying a premium
Consumer demand is currently booming. But does the trend have longevity and should farmers, millers, processors and farmer organizations invest in expanding blue corn production?For farmers, growing blue corn can incur additional costs.
It is softer than white or yellow varieties and so must be stored in a special way post-harvest in order to protect it against insects or damp. Knowing in advance if consumers are willing to pay a premium is therefore important.
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December 05, 2019 at 11:25PM
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Blue corn popularity in Mexico is booming and has a premium price tag - FoodNavigator-Latam
"corn" - Google News
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