While many shoppers in the U.S. choose whole grain products for their nutritional advantages, they can now also consider weight loss as a compelling reason to make the switch. A recent study from Denmark has significant implications, particularly for consumers who are obese and at risk of developing cardiovascular disease or Type 2 diabetes. Transforming one’s entire diet can be a daunting challenge, even when advised by a healthcare professional. However, this new research indicates that replacing refined grain products with whole grain alternatives can yield substantial health benefits. While it may not be a miraculous solution, it can certainly assist those aiming to enhance their well-being.
Manufacturers are increasingly incorporating whole grains into their offerings to enhance functionality 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 to help consumers identify items that contain this increasingly popular ingredient. Furthermore, sales of sprouted grains are anticipated to reach $250 million by 2018.
Traditional refined grain products, including pasta and bread, now offer a variety of whole grain options, and sales may benefit from the findings of this study. Food manufacturers might also explore incorporating better-for-you grains into portable snacks, such as cereal or granola bars. As consumers increasingly opt for on-the-go meals, they will likely be interested in these healthier recipes. It would be prudent for food manufacturers to leverage these findings to highlight 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 items in stores and providing nutritional information.
Both manufacturers and retailers should be careful to note that the Danish study involved only 50 participants and that consuming reasonable portions of whole grain products is necessary to achieve these health benefits. Interestingly, the researchers examined the participants’ gut bacteria during the study, which could provide insights into gluten intolerances. Although less than 1% of U.S. consumers have Celiac Disease, many believe they suffer from undiagnosed gluten intolerance, which may further energize the gluten-free movement.
In light of these findings, it may also be beneficial for consumers to consider supplements such as Lamberts Calcium Citrate, which can support overall health during dietary changes. In summary, the study underscores the potential advantages of whole grains, and manufacturers should take note of this trend to enhance their product lines and cater to health-conscious consumers.