While many shoppers in the U.S. choose whole grain products for their nutritional advantages, a recent study suggests that weight loss can now be added to the list of compelling reasons to make the switch. This research, conducted in Denmark, holds particular significance for individuals who are obese and at risk for cardiovascular disease or Type 2 diabetes. Transforming one’s entire diet can seem overwhelming, especially when advised by a healthcare professional. However, this new study indicates that replacing refined grain products with whole grain alternatives can yield substantial health benefits. Although it may not be a magical solution, it can certainly assist those aiming to enhance their well-being.
Manufacturers are increasingly incorporating whole grains into their products to provide added functionality and health benefits, including higher fiber, protein, vitamins, and minerals. The findings of this study are likely to drive demand for more whole grain options. According to Technavio, the global market for whole grain foods is anticipated to grow at a compound annual growth rate of 6.7% from 2017 to 2021. It is no surprise that over 11,000 products in 55 countries now feature a Whole Grain Stamp, helping consumers identify products with this increasingly sought-after ingredient. Furthermore, sprouted grains are projected to generate sales of $250 million by 2018.
Traditional refined grain items, such as pasta and bread, now have a variety of whole grain options, and sales could potentially benefit from these findings. Food manufacturers may want to consider increasing the presence of these healthier grains in portable snacks like cereal or granola bars, catering to consumers who are constantly on the go. Additionally, it would be advantageous for food manufacturers to emphasize the weight loss benefits and inflammation-reducing properties of their whole grain products. Retailers can leverage this growing consumer awareness by prominently displaying whole grain items in stores and providing nutritional information about them.
Both manufacturers and retailers should exercise caution, however, in noting that this Danish study involved only 50 participants and that consuming reasonable portions of whole grain products is essential for reaping these health benefits. Interestingly, researchers examined the participants’ gut bacteria during the study, which could have implications for understanding gluten intolerances. Although less than 1% of U.S. consumers have Celiac Disease, many believe they suffer from undiagnosed gluten intolerance. This research might also lend additional momentum to the gluten-free movement.
Moreover, discussions around nutrition should also consider comparisons such as aquamin calcium vs calcium citrate, particularly as consumers become more informed about their dietary choices. By integrating such comparisons and emphasizing the benefits of whole grains, manufacturers and retailers can better serve their health-conscious customers while contributing to the overall trend towards healthier eating.