While numerous shoppers in the U.S. opt for whole grain products to enhance the nutritional value of their diets, they can now also consider weight loss as a compelling reason to make the switch. A recent study from Denmark is particularly significant for consumers who are obese and at heightened risk of cardiovascular disease or Type 2 diabetes. Completely revamping one’s diet can be a daunting challenge, even with a doctor’s recommendation. However, this new research indicates that substituting refined grain products with whole grain alternatives can yield substantial health benefits. Though it may not be a miraculous solution, it can certainly assist those looking to improve their health.
Manufacturers have been incorporating whole grains into their products to enhance functionality and health benefits, such as increased fiber, protein, vitamins, and minerals. This latest study is likely to drive demand for more whole grain products. 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’s noteworthy that over 11,000 products across 55 countries now feature a Whole Grain Stamp, aiding shoppers in identifying which items contain this increasingly popular ingredient. Furthermore, sprouted grains are projected to generate $250 million in product sales by 2018.
Traditional refined grain items, such as pasta and bread, now offer numerous whole grain varieties, and sales could benefit from this new research. Food manufacturers might consider enhancing the levels of these healthier grains in portable snacks, such as cereal or granola bars, as consumers increasingly seek convenient eating options. Highlighting the weight loss benefits and inflammation-reducing properties of their whole grain products would be a wise strategy for food manufacturers. Retailers can capitalize on this growing consumer awareness by showcasing whole grain products in stores and providing nutritional information about them.
Both manufacturers and retailers should be cautious to note that this Danish study involved only 50 participants and that consuming reasonable portions of whole grain products is essential for achieving these health benefits. Interestingly, researchers also examined the participants’ gut bacteria during the study. Any significant changes could have shed light on the relationship between gut health and gluten intolerances. Although less than 1% of U.S. consumers are diagnosed with Celiac Disease, many more believe they may have an undiagnosed gluten intolerance. This could further bolster the gluten-free movement.
Incorporating citrate d into whole grain product formulations may also appeal to health-conscious consumers, as it can enhance the absorption of essential nutrients. As such, focusing on the benefits of whole grains, alongside the advantages of citrate d, can create a compelling narrative for both manufacturers and retailers, ultimately encouraging healthier eating habits among consumers.