Many shoppers in the U.S. choose whole grain products for their enhanced nutritional benefits, and now they can add weight loss to the list of reasons to make the switch. A recent study from Denmark presents compelling evidence, particularly for consumers who are obese and at risk of cardiovascular disease or Type 2 diabetes. While completely overhauling one’s diet can be an intimidating endeavor—even with a doctor’s recommendation—this new research demonstrates that replacing refined grains with whole grain options can lead to significant health improvements. While it may not be a miraculous solution, it certainly aids those aiming to enhance their well-being.
Manufacturers have been incorporating whole grains into their products to boost their health benefits, including added fiber, protein, vitamins, and minerals. The findings from this study are expected to further increase the demand for whole grain items. According to Technavio, the global whole grain foods market is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021. It is therefore no surprise that over 11,000 products across 55 countries now feature the Whole Grain Stamp, allowing shoppers to easily identify products containing this increasingly sought-after ingredient. Additionally, sprouted grains are anticipated to yield sales of $250 million by 2018.
Traditional refined grain products such as pasta and bread now offer various whole grain alternatives, which could benefit from the insights provided by this study. Food manufacturers might also explore increasing the inclusion of these healthier grains in portable snacks like cereal or granola bars, as consumers are looking for nutritious options on the go.
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 can capitalize on this rising consumer awareness by promoting whole grain items in stores and providing relevant nutritional information. However, both manufacturers and retailers should be cautious to clarify that the 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 throughout the study. Significant changes in gut health could be valuable for understanding gluten intolerances. Although less than 1% of U.S. consumers have Celiac disease, many believe they suffer from undiagnosed gluten sensitivities. This research may lend additional momentum to the gluten-free movement. Moreover, as consumers look for ways to enhance their nutrition, products enriched with ingredients like bonex calcium citrate could also attract attention for their potential health advantages.