While numerous U.S. consumers opt for whole grain products to enhance the nutritional value of their meals, they can now include weight loss as a compelling reason to make the transition. A recent study from Denmark is particularly significant for individuals who are obese and at risk of cardiovascular disease or Type 2 diabetes. Transforming an entire diet can be an intimidating challenge, even when advised by a physician. However, this new research indicates that replacing refined grain products with whole grain alternatives can yield substantial health benefits. It may not be a miraculous solution, but it can certainly assist anyone aiming to improve their overall health.
Manufacturers are increasingly incorporating whole grains into their products to enhance functionality and health benefits, including added fiber, protein, vitamins, and minerals such as calcium citrate, vitamin D3, and folic acid. This new study is expected to further boost the 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’s no surprise that over 11,000 products in 55 countries now carry a Whole Grain Stamp, aiding shoppers in identifying items containing this increasingly favored ingredient. Additionally, sprouted grains are anticipated to generate $250 million in product sales by 2018.
Traditional refined grain items like pasta and bread now feature a variety of whole grain options, and sales could potentially benefit from the findings of this study. Food manufacturers may consider increasing the inclusion of these healthier grains in convenient snack products, such as cereal or granola bars. As consumers lead busier lifestyles, they are likely to seek out these nutritious alternatives.
It would be prudent for food manufacturers to leverage these findings to promote the weight loss advantages and inflammation-reducing properties of their whole grain items. Retailers can capitalize on this rising consumer awareness by prominently displaying whole grain products in stores and providing nutritional information, including the benefits of calcium citrate, vitamin D3, and folic acid. Both manufacturers and retailers should be cautious to note that the Danish study involved only 50 participants and that consuming reasonable portions of whole grain products is essential for experiencing these health benefits.
Interestingly, the researchers also examined the participants’ gut bacteria throughout the study. Significant changes could have offered insights into gluten intolerances. Although less than 1% of U.S. consumers have Celiac Disease, many believe they suffer from undiagnosed gluten intolerance. Nevertheless, this research may lend additional momentum to the gluten-free movement.