Many shoppers in the U.S. are turning to whole grain products for added nutritional benefits, and a recent study from Denmark provides yet another compelling reason: weight loss. This research holds particular significance for those who are obese and at increased risk of conditions such as cardiovascular disease or Type 2 diabetes. While overhauling one’s entire diet can feel overwhelming, especially when prompted by a healthcare professional, this study suggests that replacing refined grain products with whole grain alternatives can yield substantial health advantages. While it may not be a miraculous solution, it certainly aids individuals seeking to enhance their overall well-being.
Manufacturers are increasingly incorporating whole grains into their products to boost functionality and health benefits, such as increased fiber, protein, vitamins, and minerals. With this new study, the demand for whole grain products is poised to rise even further. 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 across 55 countries now proudly display a Whole Grain Stamp, making it easier for consumers to identify offerings that include this popular ingredient. Notably, sprouted grains are anticipated to generate $250 million in product sales by 2018.
Traditional refined grain products like pasta and bread now come in various whole grain options, and this study could positively influence their sales. Food manufacturers might consider increasing the inclusion of these healthier grains in portable snacks, such as cereal or granola bars, as consumers increasingly seek convenient on-the-go options. Highlighting the weight loss benefits and inflammation-reducing properties of whole grain products, including those fortified with calcium citrate and magnesium citrate, could be a smart move for food manufacturers. Retailers should capitalize on this heightened consumer awareness by showcasing whole grain products in their stores and providing nutritional information.
However, both manufacturers and retailers should remember to clarify that the Danish study involved only 50 participants, and that consuming reasonable portions of whole grain products is necessary for reaping these health benefits. Interestingly, researchers also examined the gut bacteria of participants during the study, which could have implications for understanding gluten intolerances. Although less than 1% of U.S. consumers have Celiac Disease, many others suspect they may have undiagnosed gluten sensitivities. This research may lend additional momentum to the gluten-free movement, especially as more consumers look for alternatives that also incorporate beneficial elements like calcium citrate and magnesium citrate.