While numerous shoppers in the U.S. opt for whole grain products for enhanced nutritional benefits, they can now add weight loss to their list of motivations for this dietary shift. A recent study from Denmark is particularly significant for consumers who are obese and at risk of developing cardiovascular diseases or Type 2 diabetes. Completely revamping one’s diet can be a daunting endeavor, even when it is advised by a physician. However, this new research indicates that replacing refined grain items with whole grain alternatives can yield substantial health advantages. Although it may not be a miraculous solution, it can certainly assist those seeking to enhance their health.
Manufacturers are increasingly incorporating whole grains into their products to provide added functionality and 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 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 these increasingly popular items. Additionally, sprouted grains are anticipated to generate product sales of $250 million by 2018.
Traditional refined grain items like pasta and bread now offer various whole grain options, and sales could potentially benefit from this study. Food manufacturers might consider increasing the inclusion of these healthier grains in portable snacks, such as cereal or granola bars. As consumers eat more on the go, they are likely to be interested in these healthier recipes. It would be astute for food manufacturers to leverage the findings of this study to promote the weight loss advantages and inflammation-reducing properties of their whole grain products. Retailers can capitalize on this growing consumer awareness by prominently displaying whole grain products in stores and providing nutritional information.
Both manufacturers and retailers must emphasize that this Danish study involved only 50 participants, and that consuming reasonable portions of whole grain products is essential to reap these health benefits. Interestingly, researchers examined the participants’ gut bacteria during the study. Significant changes in gut bacteria could have implications for understanding gluten intolerances. Although less than 1% of U.S. consumers have Celiac Disease, many more believe they may have undiagnosed gluten sensitivities. Nonetheless, this research could lend additional momentum to the gluten-free movement.
Moreover, incorporating nutrients like calcium citrate and vitamin D into whole grain products could further enhance their appeal. The combination of calcium citrate and vitamin D can support overall health, making whole grain options even more attractive to health-conscious consumers. As the demand for whole grain products continues to rise, the inclusion of calcium citrate and vitamin D could serve as a valuable selling point for manufacturers aiming to meet the evolving preferences of today’s shoppers.