Whole grain sales set to rise on ‘sound nutritional science’

The report, entitled The US Market for Whole and Other Grains: Trends and Developments, estimated that retail sales of whole grains reached $5bn in 2008, an increase of 17 percent on the previous year. While soaring grain costs during 2008 did have a role in this increased sales value, the market researcher said that it expects prices to stabilize in 2009 and beyond. Despite this, it still expects sales to reach $6bn by 2013.

“As sales of products containing added fiber or high in fiber rise, advertisers are promoting fiber content, although they still put taste first,”​ the report said. “In other words, advertising is not centered on bowel regularity or digestive health for many of these products, yet fiber is still noted, allowing consumers to connect the dots themselves.”​

Scientifically supported​

And research shows that consumers are indeed making the connection, with the researcher calling the move toward whole grains a “major trend rooted in sound nutritional science.”​

At a time when consumers have become increasingly skeptical about food manufacturers’ label claims, whole grains do not seem to suffer from this problem, with consumers still seeking out whole grain claims at the grocery store. Part of the reason for this could be that the FDA offers guidance on whole grain labeling, and use of the nonprofit Whole Grains Council’s stamp on food packaging. As of September 2008, more than 2,100 products use the stamp. According to Datamonitor figures, high fiber was the most-used claim among wheat-based products worldwide, at 4.6 percent in 2008. This was followed by natural, with 4.5 percent.

Gluten free grains​

Parallel to consumers becoming generally more aware of the nutritional benefits of whole grains, less traditional grains have also increased in popularity driven by the growing trend toward gluten-free foods.

Ancient grains such as amaranth, quinoa and teff some of these grains, although Packaged Facts adds that more education is needed to boost awareness of how to properly cook them. It said that these grains “are probably here to stay, and have much to offer modern diets…In the last several years, new product introductions using these ingredients have risen sharply.”​

New grain products​

In terms of new products in grains, it pinpoints convenience, prepared mixes, single-serve packaging and high fiber with label claims for heart health, gluten-free and naturalness as main focal points, and adds that although there was a slight decline in new grain products in 2008 compared to 2007, “it’s reasonable to assume that the economic recession and high ingredient costs and transportation costs are factors.”​

In terms of the impact of biofuels on prices in the future, the report said it was still too difficult to predict what their effect would be on grain commodity prices due to the “fluid and untested”​ nature of the market.