Marketing Microgreens

Referred to as functional foods, studies show that microgreens often contain higher concentrations of vitamins than mature vegetables. For example, red cabbage microgreens contain 40 times the Vitamin E and six times the Vitamin C of mature red cabbage. Consuming microgreens may support gut health and help manage or prevent health conditions such as Type 2 diabetes and heart disease. A notable study found that a salad containing amaranth microgreens, carrots, and lettuce provided bioactive compounds, including ascorbic acid, alpha-tocopherol, and beta-carotene, which can help in preventing cardiovascular diseases and improve eyesight.  Additionally, microgreens are "low-calorie, nutrient-dense […they…] can enhance satiety […] aid in controlling appetite […] supporting a balanced weight management regimen." A 2016 study (Huang et al., 2016) with mice showed that "[b]oth forms of red cabbage (mature and microgreen) helped the mice gain less weight from their high-fat diets" than those who were not fed microgreen or mature red cabbage. Microgreens such as pea, sunflower, and radish are also recognized for their higher protein content, making them a valuable addition to diets as a protein-boosting supplement.

Consumer Experience and Preferences

Research indicates that many consumers have some experience with microgreens.  Of those who participated in an online survey conducted in 2021 (n = 660), 94% had purchased microgreens, and 34% had also grown microgreens themselves. Regarding purchasing frequency, 56% of respondents bought microgreens weekly and often sought certified organic options, highlighting the importance of clear labeling for organic certification.

Most of the microgreen purchasers (89%) looked for a "use by/best by date," which could impact their purchasing decisions if they are unsure how to store or handle them properly. Over half of the respondents washed microgreens before storage, which can increase microbial growth — a point worth emphasizing on packaging. Hence, labeling should indicate that consumers should wash the microgreens just before use. Providing samples in retail outlets can demonstrate the product's freshness and versatility, boosting sales.

Sustainability Trends

Sustainability remains a key consideration for consumers, and microgreens align well with current trends in this space. Many consumers prefer products grown locally, knowing who grows their food, and understanding a grower's production methods. Likewise, if producers are promoting microgreens based on eco-friendly production practices, the packaging materials they use should also be "sustainable." Hence, microgreen producers should consider plant-based, biodegradable, and recyclable options, which, according to outcomes from a Food Industry Executive survey conducted on LinkedIn in November 2024, will become increasingly important over the next five years.

Diets, Home Cooking & Food Trends

Many consumers enjoy cooking at home, with 57% of Gen Z and 63% of Millennials indicating that they "prefer to cook at home because it's healthier." Social media platforms like Pinterest and Instagram play a central role in learning about food trends and inspiring home cooks to incorporate microgreens into recipes beyond basic salad toppings and garnishes. Some ways to introduce consumers to microgreens include creating recipes to enhance flavor (e.g., using rock chive microgreens to add a garlic flavor), posting short Instagram reels or stories that demonstrates their use in various ethnic cuisines (e.g., using fenugreek microgreens in Indian curries) and illustrate their versatility and flavor profiles (e.g., spicy microgreen options, what to pair with grilled fish).

Sensory Evaluation

Sensory studies have been conducted to determine which microgreens appeal to consumers based on characteristics such as color, aroma, and flavor. In one study, 80 consumers rated different varieties on appearance, flavor, and acceptability:

• Bull's Blood Beet received an "excellent" rating for flavor, texture, appearance, and overall eating quality, indicating a high level of consumer preference.
• Other microgreens received "low" ratings for select characteristics. For example, Peppercress was rated “low” for flavor and overall eating quality, and Opal basil was rated "low" for texture.
• Microgreens, such as China rose, Dijon mustard, and red amaranth, received "good" or "excellent" ratings in all four categories: flavor, texture, appearance, and overall eating quality.

Visual Appeal of Microgreens

Researchers have also investigated how the color of a microgreen can affect consumer appeal. An online survey conducted in 2022 with primary grocery shoppers residing in Tennessee asked participants to rate photographs of kale and radish. Based on photographs displayed on their computer monitors, consumers were willing to pay 66 cents more for green microgreens than light purple microgreens. When two types of purple microgreens were compared, consumers preferred the light purple microgreens over the dark purple ones.

Another study, conducted in person with consumers with "no aversion to leafy green vegetables," asked participants to evaluate red and green microgreens. Red colored species (bull's blood beet, red cabbage, and red garnet amaranth) had "highest appearance acceptability," while broccoli and arugula were rated as "acceptable," and tendril pea as "moderately acceptable." 

Engaging Chefs and Culinary Professionals

Chefs are always seeking innovative, "Instagrammable" ingredients. Microgreens, with their visual appeal, can serve as that "wow factor." Working with independent restaurants rather than chains is often more flexible, as chefs can customize recipes and presentation. Providing small samples, detailed storage and handling instructions, and recipe ideas fosters the relationship and encourages chefs to incorporate microgreens into their menus.

Marketing Strategies:

• Promote the Nutritional Value: Highlight specific nutrients and benefits on product packaging. For example, labeling microgreens with detailed nutritional information and daily value percentages can encourage purchases, especially as consumers may be willing to pay a premium for health-enhancing foods.
• Survey Your Customers: Use informal tools like social media polls, email surveys, loyalty program questionnaires, or in-person feedback at farmers' markets to gauge consumer preferences, cooking habits, and willingness to try new varieties.
• Innovative Marketing: Leverage social media platforms like Instagram and Pinterest, emphasizing vibrant visual content, recipes, and chef collaborations. Sharing recipes, tasting tips, and usage ideas can boost consumer engagement.
• Build Relationships with Chefs: Provide small sample sizes, detailed storage and handling instructions, and recipe ideas tailored to current culinary trends. Collaborating with local restaurants and offering farm tours can foster loyalty and promote microgreens as a gourmet ingredient.
• Focus on Packaging and Sustainability: Promote eco-friendly packaging options, such as biodegradable or glass containers, and sustainable practices in marketing efforts.
• Consumer Education: Develop signage and educational materials to inform consumers about flavor profiles, best uses, and nutritional benefits, helping them incorporate microgreens into their everyday meals.

This material is based upon work supported by USDA/NIFA under Award Number 2023-70027-40447