North America Millets Market Size (2024-2030)

The North American millets market was valued at USD 2.73 billion and is projected to reach a market size of USD 3.79 billion by the end of 2030. Over the forecast period of 2024–2030, the market is projected to grow at a CAGR of 4.8%. 

A class of cereal grains known as millets is a member of the Poaceae family, sometimes referred to as the grass family. They are utilized for grazing and as a primary source of food in arid and semiarid areas. When it comes to weather conditions, millets are more dependable than most other grain crops since they can withstand drought and other adverse events. In the past, this market had a very limited scope in North America due to a lack of awareness and production. Presently, the market has seen notable growth due to product innovations and import-export trade activities. In the future, with a focus on better cultivation and health & wellness trends, this market is predicted to witness considerable development.

Key Market Insights:

The United States produced over 213.26 thousand metric tonnes of millet in 2022.

In 2024, the market for cereals is expected to have import values of US$9.9 billion. An 8.64% increase per year is anticipated (CAGR 2024–2028).

In 2024, the market for cereals is expected to have an export value of US$42.7 billion. A 9.45% yearly increase is anticipated (CAGR 2024–2028).

In this market, more than 60% of the millet farmers in the area are small-scale operators, which leads to inefficiencies in supply chain management and distribution. To increase production, collaboration, and networking are being prioritized. Additionally, governmental initiatives can help the market through funds and schemes.

North America Millets Market Drivers:

Increasing health consciousness has been accelerating the growth rate.

There has been an increased prevalence of chronic conditions like diabetes, high blood pressure, cancer, and other heart diseases from a young age. Changing lifestyles and environmental factors are responsible for this. As such, a lot of people have become mindful of what they consume. Healthful, clean food is being emphasized. Millets fit in well in this category as they are nutritious and are associated with a lot of health benefits. It has been discovered that millet can help lower blood pressure, BMI, and weight. They have a lot of protein, fiber, vitamins, and minerals, including calcium, magnesium, and iron. For those with type 2 diabetes, foxtail millet may also help lower insulin, cholesterol, and fasting glucose levels and enhance glycemic control. The heart, liver, kidney, and digestive systems can all benefit from Kodo millet. Sorghum millet has anti-cancer and digestive health benefits. The whole ragi is a gluten-free millet that is rich in vital amino acids, fiber, and protein. To include all the essentials as a part of their diet, a lot of consumers are opting for millet-based options.

The ease of cultivation has been fueling the elevation.

Millets are renowned for their capacity to flourish in a variety of conditions with little assistance from fertilizer or water. Millets can withstand flooding, drought, and heat. Both dry regions and rain-fed areas with mediocre soil fertility and moisture content support millets. In comparison to other important cereal crops like rice and wheat, they are more drought-resistant due to their deep root systems, which enable them to obtain moisture from deeper soil layers. Crops with a lower environmental impact and fewer resource requirements are becoming more popular as worries about climate change and environmental sustainability grow. This makes millets appealing to people who care about the environment, which fuels their rising demand in North America. Furthermore, millets may be grown to support biodiversity conservation and soil health, which is further in line with sustainability objectives.

North America Millets Market Restraints and Challenges:

Limited availability, knowledge, & diversity, intense competition, and price volatility are the main issues that the market is currently facing.

The market for millets is still developing in North America. This cereal is mainly consumed in the Asian and African regions. This can lead to limited growth. A lot of farmers can choose other crops that are relevant in North America. Additionally, consumer awareness plays a crucial role in the success of any market. A lot of people in this region might be unaware of this crop, which can hinder the market. Secondly, this crop has limited subtypes in this area. Consumers are on the lookout for different options for better taste configuration. This lack of product diversity can cause losses for the market. Thirdly, grains like corn, rice, and wheat are more prevalent. This strong presence of other crops can limit the expansion of millets, as most of the distribution channels have other crops. Furthermore, traditional crops can have lower costs when compared to millets. Cost-conscious customers, therefore, go for other options that can create barriers.

North America Millets Market Opportunities:

Approximately 6% of Americans, according to research, are gluten intolerant, whereas 1% have celiac disease. If people who have these allergies or are diagnosed with celiac disease consume gluten, it can affect their small intestines and cause body rashes, itching, digestive issues, headaches, mood swings, gut inflammation, and body pain. The new population is becoming allergic to gluten at a higher incidence. As such, manufacturers are focusing on gluten-free alternatives. Millets have no gluten in them. They can be used as a substitute in cereals, snacks, soups, noodles, protein bars, and other such food items. This factor is extremely beneficial for the market, helping to increase revenue. Secondly, companies can focus on innovating the existing varieties to gather a broader consumer base. There are many categories of millet, but not all of them are available in North America. By facilitating the accessibility of these types, profits can be attained in this industry. Apart from this, governmental initiatives and collaborations can provide many possibilities. Research and developmental grants, agricultural technologies, land, and funds can be provided by these agencies for market development. 

NORTH AMERICA MILLETS MARKET REPORT COVERAGE:

North America Millets Market Segmentation:

North America Millets Market Segmentation: By Product:

• Pearl Millet
• Finger Millet
• Proso Millet
• Foxtail Millet
• Others

Pearl millet is both the largest and fastest-growing product. Green millet, or bajra, is another name for pearl millet. This entire grain has been farmed for over 10,000 years and is free of gluten. Micronutrients, including iron and zinc, as well as dietary energy, may be found in pearl millet. It is a nutritious choice that, when taken daily, may help lower cholesterol, keep blood sugar levels steady, and lessen acidity and ulcer issues. Pearl millet offers nutritional stability and is a significant source of energy in the diet. The demand for wholesome food items has increased in these countries due to customers' changing dietary patterns and growing income levels.

North America Millets Market Segmentation: By Application:

• Ready to Eat Food
• Infant Food
• Bakery Food
• Breakfast Food
• Beverages
• Fodder
• Others

Among the different application sectors in the global millet market, the ready segment has become the largest segment holding the maximum market share. For customers looking for quick and easy meals, the ready-to-eat millet products offer a practical and healthy choice. Millet-based baked items, snacks, and cereals are included in this. Usually precooked and ready to eat right away, these foods require little to no preparation. The need for quick and wholesome food choices, including ready-to-eat millet products, has increased in these countries because of rising urbanization and changing consumer lives. Hectic schedules have made people lean towards convenient options, driving the expansion. The breakfast segment is the fastest-growing.  As people look for wholesome and practical breakfast alternatives, millets are being utilized more and more in cereals, granolas, porridges, and pancake mixes. Morning meals made from millet are popular among health-conscious customers who are searching for whole grains, high in fiber, and high in protein substitutes for processed foods and typical morning cereals. The breakfast food market is expected to develop significantly as customer demand for convenient breakfast options increases and knowledge of health advantages improves.

North America Millets Market Segmentation: By Distribution Channel:

• Supermarkets & Hypermarkets
• Specialty Stores
• Online Retail
• Others

The largest distribution channel in this market is supermarkets & hypermarkets. Their availability is the primary reason for this. These shops may be found in every community. Additionally, the goods are visible to the customer, allowing them to visually inspect them. The store owner answers any questions right away. It is also feasible to bargain via this channel. This channel is often chosen by many older folks who are not familiar with utilizing the Internet. Online retail is the distribution method in this industry that is expanding the fastest. This is mostly justified by practicality. Customers may make purchases whenever it's convenient for them at home. Additionally, they will have more access to a wider range of flavors, both native and international. Online channels provide customers with additional benefits, including free delivery, subscription boxes, promotions, and discounts. The increasing trend of digitalization has led to the expansion of this category.

North America Millets Market Segmentation: Regional Analysis:

• USA
• Canada
• Mexico

The largest millet market in North America is the United States (USA). Because of its larger population, the USA offers a wider market for millet goods. The growth of the millet market is further influenced by the USA's robust food sector, wide-ranging distribution systems, and consumer demand for gluten-free and health-conscious goods. Canada is the fastest-growing market. The demand for wholesome, gluten-free food alternatives is rising in Canada. The country's population is becoming more health-conscious. In addition, the farming industry in Canada is renowned for emphasizing organic farming methods and sustainability, both of which are beneficial to millets. The market for millets is expanding as public knowledge of their health advantages and the need for alternate grains both rise.

COVID-19 Impact Analysis on the North American Millets Market:

The outbreak of the virus had a mixed impact on the market. The new norms included social isolation, movement restrictions, and lockdowns. This has an impact on the supply chain, logistics, and transportation. Import-export activities suffered as a result. All of the eateries were ordered to close to contain the infection. This resulted in the suspension of production and other activities. In several industries, layoffs were common due to the economy's volatility. A large number of people lost their jobs. Most of the money was spent on essentials and low-cost utilities. However, on the other hand, the need to maintain physical and mental well-being was well recognized. According to a Nutrisystem and OnePoll survey, following the COVID outbreak, more than 70% of Americans are more aware of their physical health. People began eating foods that promoted immunity and were healthful. Home-cooked foods that included basic cereals became more popular. Millets were an ideal option as they could be stored for longer periods. This led to an upsurge in the demand for these cereals. Online retail helped the market with availability. Post-pandemic, the market is growing due to product innovations and changes in consumer preference.  

Latest Trends/ Developments:

International and ethnic cuisines can have an impact on the appeal of millets. Millets are being added to recipes influenced by Asian, African, and Latin American cuisines, exposing diners to new tastes and culinary adventures as multiculturalism continues to influence North American eating choices.

Key Players:

1. Bob's Red Mill Natural Foods
2. Ancient Harvest
3. Arrowhead Mills
4. Nature's Path Organic Foods
5. NuLife Market
6. Purely Elizabeth
7. Lotus Foods
8. Lundberg Family Farms
9. Shiloh Farms
10. To Your Health, Sprouted Flour Co.

In January 2024, together, India and the US launched an initiative to promote increased awareness of and support for the growing production and consumption of nutrient-rich millets. The partnership, known as the Indo-US Millets Initiative, unites significant participants in the millets market, such as the University of Nebraska's Daugherty Water for Food Global Institute, the nonprofit organizations Sorghum United and the North American Millets Alliance (NAMA), and India's national India Millet Initiative.