Pulse varieties—also known as healthy grain legumes—are growing in popularity among U.S. consumers.
The most popular examples include lentils and chickpeas. And they are growing as a go-to resource for alternative protein.
But as U.S. consumers begin to see the light, it’s up to marketers and retailers to better articulate the value proposition of the varieties to the uninitiated as pulse products now span most every section of the store—from the pasta aisle to indulgent desserts. Despite the decline in dollar sales of the overall legume category in the year ending May 28, 2016, certain pulses have been propping up category sales, according to Nielsen Homescan Consumer Moments.
Lentils and chickpeas dominate category growth, ringing up higher percentage dollar-sale growth, as lentil volume grew 11.1% and chickpeas grew 6.4% in the past year. They're also key ingredients in many new snack products on c-store shelves.
Here are 11 pulse products across multiple c-store categories growing in popularity.