TAIYUAN, Oct. 17 (Xinhua) — Quinoa meal bars, buckwheat tea and millet cakes — all made from coarse grains — are emerging as new favorites in China’s food consumer market.
Once considered humble supplements to staple foods, coarse grains are now being reinvented into innovative end products, marking a comeback.
Coarse grains refer to food grains other than wheat and rice. In China, these grains primarily include millet, sorghum and barley, among other types of cereals.
Although production of these grains is relatively low, they are valued for their diversity and nutritional richness. According to a market analysis by Market Monitor, a Chinese consulting firm, the global whole grain food market, defined similarly to coarse grains, is projected to reach 464.7 billion yuan (approximately 65.6 billion U.S. dollars) in value by 2027, while the market in China is expected to exceed 230 billion yuan.
“I always keep a stash of quinoa meal bars on my desk,” said 25-year-old office worker Liu Yan, who is based in Taiyuan, north China’s Shanxi Province — a major production area for coarse grains. “They keep me full and help me control my sugar intake,” Liu added.
For a long period, as living standards improved, refined grains and processed foods largely replaced coarse cereals in the diets of many Chinese people. However, such dietary habits lead to an inadequate intake of dietary fiber, vitamins and minerals — which increases the risk of chronic diseases.
A research finding published in 2020 in the international journal Nutrition Reviews showed that, from 1982 to 2015, the average daily grain intake for adults in China had declined from 498 grams to 281.1 grams. The most significant decline was seen in coarse grains such as corn, millet and sorghum — with average daily intake plummeting from 92 grams to 14.8 grams, a drop of 84 percent.
“When we were young, we only had coarse cereals for meals when food was scarce,” recalled 62-year-old retiree Yan Tiemei. She also reflected on how these grains have shifted from being an undesirable reminder of poverty to a symbol of a trendy lifestyle today. “Now, as life improves, people are more focused on nutritionally balanced diets. Our family often buys coarse grains to cook at home,” Yan said.
As public awareness of healthy eating increases in China, low-sugar and nutrient-rich foods are becoming increasingly popular choices.
On the Chinese social media platform Weibo, the topic of “coarse grains” has garnered over 6.2 million views. On major e-commerce platforms, stores selling coarse-grain products are thriving — with many items exceeding 100,000 units sold.
Notably, Chinese Dietary Guidelines (2022) emphasize that whole grains are a vital part of the daily diet, suggesting a daily intake of 50 to 150 grams.
“Most Chinese people today eat more but move less, leading to excessive calorie intake,” said Chen Shujun, professor at the School of Life Science, Shanxi University. “The dietary fiber in coarse grains helps regulate digestion and metabolism, reduce blood lipid levels — and the antioxidants they contain can delay aging, all of which make coarse-grain foods increasingly popular.”
The rising demand for coarse grains is being fueled not only by heightened health awareness but also by advanced processing techniques and innovative product development.
Since 2022, Xingxian County in Shanxi has deepened cooperation with the Chinese Academy of Agricultural Sciences to jointly build a national center for coarse grain production, experimentation and seed cultivation, thereby accelerating industrial transformation.
The two parties have established R&D and demonstration centers for new varieties of millet, buckwheat, beans and sorghum — yielding significant outcomes over the past three years.
On the sales front, innovative and ready-to-eat coarse-grain products are gaining popularity among consumers. “In our supermarket, quinoa meal bars, brown rice onigiri and instant millet porridge are the most popular items,” said Zhang Li, a supermarket saleswoman in Taiyuan.
This market is expected to grow. In 2024, China released the National Whole Grain Action Plan (2024-2035), which aims to develop a variety of whole grain ingredients and food products that cater to Chinese dietary preferences.
Experts believe that the future of coarse-grain products in China lies in convenience and specialization.
“With fast-paced lifestyles and advancements in cold-chain technology, ready-to-eat coarse-grain food products are becoming more sophisticated,” said Chen. “Modern lifestyles, such as staying up late and engaging in fitness training, are also spurring demand for niche products like grain powders and quinoa protein bars.”
