While many U.S. consumers opt for whole grain products to enhance the nutritional value of their diets, they can now add weight loss to their motivations for making the switch. A recent study from Denmark is particularly relevant for obese individuals at risk of developing cardiovascular disease or Type 2 diabetes. Revamping one’s entire diet can be an overwhelming challenge, even when recommended by a healthcare provider. However, this new research indicates that replacing refined grain products with whole grain alternatives can yield significant health benefits. While it may not be a miraculous solution, it certainly aids those looking to improve their well-being.
Manufacturers have been incorporating whole grains into their products to enhance functionality and health benefits, such as increased fiber, protein, vitamins, and minerals. This study is likely to spur demand for more whole grain options. 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 carry a Whole Grain Stamp to help consumers identify items with this increasingly sought-after 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 various whole grain versions, and sales may benefit from the findings of this study. Food manufacturers might consider increasing the presence of these healthier grains in portable snacks, such as cereal or granola bars, as consumers increasingly seek convenient options. As people eat more on the go, they are likely to be drawn to these nutritious recipes.
It would be prudent for food manufacturers to leverage these findings by promoting the weight loss benefits and inflammation-reducing properties of their whole grain products. Retailers could capitalize on the rising consumer awareness by prominently displaying whole grain items in stores and providing nutritional information. 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 realizing these health benefits.
Interestingly, the researchers also examined the participants’ gut bacteria during the study. Significant changes in gut bacteria could contribute valuable insights into gluten intolerances. Although less than 1% of U.S. consumers have Celiac disease, many believe they suffer from undiagnosed gluten intolerances. This could lend additional momentum to the gluten-free movement.
Moreover, in the context of agricultural practices, the inclusion of calcium citrate for chickens as a supplement may further enhance the nutritional profile of whole grain products. By integrating nutrient-rich grains and calcium citrate, manufacturers could create offerings that not only support consumer health but also promote better animal welfare. This approach could resonate well with health-conscious consumers who are increasingly aware of the origins of their food.