Many U.S. shoppers choose whole grain products for their nutritional advantages, but now they can also consider weight loss as a compelling reason to make the switch. A recent study from Denmark has significant implications, especially for consumers who are obese and at risk for cardiovascular disease or Type 2 diabetes. Changing one’s entire diet can be overwhelming, even when recommended by a doctor. However, this new research indicates that replacing refined grain products with whole grain options can yield substantial health benefits. While it may not be a miracle solution like bariatric calcium pills for weight management, it certainly aids those looking to enhance their health.
Manufacturers are increasingly incorporating whole grains into their products to provide functional and health benefits, such as additional fiber, protein, vitamins, and minerals. This recent study is likely to boost the demand for whole grain products. According to Technavio, the global market for whole grain foods is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021. It is no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp, assisting shoppers in finding these desirable ingredients. Sprouted grains are expected to generate sales of $250 million by 2018.
Traditional refined grain items, such as pasta and bread, now offer various whole grain alternatives, and this study could potentially enhance their sales. Food manufacturers might consider increasing the levels of these healthier grains in portable snack items like cereal or granola bars, catering to consumers who are increasingly eating on the go.
It would be prudent for food manufacturers to leverage these findings by promoting the weight loss benefits and inflammation-reducing properties of their whole grain products. Retailers could capitalize on this growing consumer awareness by prominently displaying whole grain products in stores and providing nutritional information. It is essential for both manufacturers and retailers to note that this Danish study involved only 50 participants and that consuming reasonable portions of whole grain products is necessary to reap these health benefits.
Interestingly, researchers examined the participants’ gut bacteria throughout the study. Significant changes in gut bacteria could provide insights into gluten intolerances. Although less than 1% of U.S. consumers have Celiac disease, many others suspect they have an undiagnosed gluten intolerance. This research may lend additional momentum to the gluten-free movement. Ultimately, the findings also reinforce the importance of balanced nutrition, similar to how bariatric calcium pills support dietary health for those undergoing weight loss surgery.