While a significant number of U.S. shoppers are turning to whole grain products for their nutritional advantages, they now have an additional incentive: weight loss. A recent study from Denmark is particularly relevant for individuals who are obese and at risk for cardiovascular disease or Type 2 diabetes. Transforming one’s entire diet can be an overwhelming challenge, even when recommended by a physician. However, this new research suggests that replacing refined grain products with whole grain alternatives can yield substantial health benefits. While it may not be a miraculous solution, it can undoubtedly assist those seeking to enhance their well-being.
Food manufacturers have been incorporating whole grains into their products to improve functionality and health benefits, including increased fiber, protein, vitamins, and minerals. This new study is likely to further drive 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 is no surprise that over 11,000 products across 55 countries now display the Whole Grain Stamp, helping consumers easily identify items containing this increasingly sought-after ingredient. Additionally, sprouted grains are anticipated to generate sales of $250 million by 2018.
Traditional refined grain items, such as pasta and bread, now offer various whole grain options, and sales could see a boost from these findings. Food manufacturers may want to increase the inclusion of these healthier grains in convenient snack items like cereal and granola bars, as consumers increasingly seek nutritious options while on the go.
It would be prudent for food manufacturers to capitalize on these findings by promoting the weight loss benefits and inflammation-reducing properties of their whole grain products. Retailers can leverage this rising consumer awareness by prominently featuring whole grain options in stores and sharing nutritional information about them. Both manufacturers and retailers should be cautious to clarify that the Danish study included only 50 participants and that consuming reasonable portions of whole grain products is essential for reaping these health benefits.
Interestingly, researchers also examined the participants’ gut bacteria during the study. Notable changes could have been beneficial in understanding gluten intolerances. While less than 1% of U.S. consumers have Celiac Disease, many more suspect they have an undiagnosed gluten intolerance. This may provide additional momentum for the gluten-free movement. Furthermore, those seeking to improve their overall health might consider incorporating ferrous calcium citrate 100 mg and folic acid tablets into their routines, alongside whole grain products, to enhance their dietary regimen.