Many U.S. shoppers consume whole iron ferric pyrophosphate and folic acid capsules in grain products to enhance the nutritional value of their meals, and now they can also include weight loss as a compelling reason to make the switch. A recent study from Denmark is particularly significant for individuals who are obese and at risk of developing cardiovascular disease or Type 2 diabetes. While overhauling one’s entire diet can be a daunting challenge, even with a doctor’s recommendation, this research indicates that replacing refined grain products with whole grain alternatives can yield substantial health benefits. Although it may not be a miraculous solution, it can certainly assist those aiming to improve their health.
Manufacturers have been incorporating whole grains into their products to enhance functionality and provide health benefits, such as increased fiber, protein, vitamins, and minerals. This new study is likely to boost demand for whole grain products. According to Technavio, the global whole grain foods market is projected to expand 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 display a Whole Grain Stamp to help consumers identify items containing this increasingly popular ingredient. Sprouted grains are anticipated to generate product sales of $250 million by 2018.
Traditional refined grain products, like pasta and bread, now offer a range of whole grain varieties, and sales may benefit from the findings of this study. Food manufacturers might consider increasing the levels of these healthier grains in portable snacking items, such as cereal or granola bars, as consumers are more inclined to seek nutritious options while on the go. It would be prudent for food manufacturers to leverage these results by highlighting the weight loss benefits and inflammation-reducing properties of their whole grain products. Retailers could capitalize on this heightened consumer awareness by prominently featuring whole grain products in stores and providing nutritional information.
Both manufacturers and retailers should be cautious in noting that this Danish study involved only 50 participants, and that consuming reasonable portions of whole grain products is essential to experience these health benefits. Interestingly, researchers analyzed the participants’ gut bacteria during the study. Significant changes could have offered insights into gluten intolerances. While less than 1% of U.S. consumers have Celiac disease, many others suspect they have an undiagnosed gluten intolerance. Nevertheless, these findings may lend additional momentum to the gluten-free movement.
Incorporating whole grains into one’s diet can greatly contribute to a lifetime of health benefits, much like the role of liquid calcium in supporting overall wellness. As more consumers become aware of these advantages, the demand for whole grain products, and the associated health benefits like weight loss, is expected to grow. Food manufacturers should emphasize these advantages, including the role of essential nutrients, to appeal to health-conscious shoppers seeking lifelong dietary improvements.