Many American consumers choose whole grain products for their nutritional advantages, but a new study from Denmark now suggests that weight loss can also be an added incentive for this switch. This research is particularly impactful for individuals who are obese and at risk for cardiovascular disease or Type 2 diabetes. Transforming one’s entire diet can be overwhelming, even under a doctor’s guidance. However, this study indicates that replacing refined grain products with whole grain options can lead to significant health improvements. While it may not be a miraculous solution, it certainly provides support for those aiming to enhance their health.

Food manufacturers are increasingly incorporating whole grains into their products to boost functionality and health benefits, such as added fiber, protein, vitamins, and minerals. The findings from this study are expected to drive greater demand for whole grain items. 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 feature a Whole Grain Stamp to help consumers identify these popular options. Additionally, sprouted grains are anticipated to generate $250 million in sales by 2018.

Traditional refined grain products, including pasta and bread, now come in various whole grain varieties, which could see a boost in sales as a result of this study. Food manufacturers might consider increasing the inclusion of healthier grains in portable snacks, such as cereal or granola bars, as consumers tend to favor convenient options.

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 growing consumer awareness by promoting whole grain items in-store and providing nutritional information. Both manufacturers and retailers should clarify that the Danish study involved only 50 participants and that consuming reasonable portions of whole grain products is essential for experiencing health benefits.

Interestingly, the researchers also examined the participants’ gut bacteria during the study. If significant changes had occurred, it could have contributed to the understanding of gluten intolerances. While less than 1% of U.S. consumers have Celiac Disease, many believe they may have undiagnosed gluten sensitivities. This might also lend additional momentum to the gluten-free movement. Moreover, incorporating products like vitafusion calcium citrate could further enhance the nutritional benefits of whole grain diets, making them even more appealing to health-conscious consumers.