LONDON — The whole grain and high fiber food market in the US is expected to grow at a CAGR of close to 7% during the period 2017-2021, according to a new market research study by Technavio.
The report categorizes the whole grain and high fiber food market in the US by product (cereals, bakery products, and snacks) and by distribution channel (hypermarkets and supermarkets, convenience stores, online retailers, and independent retailers).
Market driver: health benefits of whole grain and high fiber foods
Urbanization has induced extensive changes in the ways of life and dietary habits of people across the globe. Obesity is a major concern in developed nations such as the US, where a significant portion of the population has the condition. People have started adopting healthy lifestyles to decrease the rising occurrences of such diseases. Consumers in the US are becoming more conscious about their health and fitness and paying more attention to the nutritional content of the foods they consume. The health-conscious population base demands foods that have the optimal combination of essential nutrients. The demand for whole grain foods is increasing due to their high fiber content.
According to Manjunath Reddy, a lead analyst at Technavio for food research, “Whole grain and high fiber foods have many nutritional benefits. Whole grains have nutrients such as vitamins, minerals, and omega-3 fatty acids. Due to their high fiber content, whole grains are helpful in maintaining blood cholesterol levels and keeping the heart healthy. High-fiber foods also have many health benefits as they help the liver to function properly, and remove toxins and sugar from the body. The intake of high fiber foods slows down digestion. This ensures that all nutrients are released into the bloodstream evenly.”
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Market trend: growing popularity of food made from sprouted whole grains
One of the significant trends emerging in the market is the popularity of foods made from sprouted whole grains. The process of sprouting activates the enzymes in grains, adds a sweet texture, and enhances the color of bakery products. Sprouted flours are used in bakery products to provide them a different flavor. This trend is gradually gaining popularity with the increasing use of sprouted whole grains in products such as muffins, crackers, cupcakes, and biscuits. The popularity of bread that is made using sprouted grains is increasing because of the many benefits that it offers. This type of bread is beneficial for people who are mildly sensitive to gluten and for those who face difficulty in digesting regular bread.
Market challenge: fluctuations in food prices
Players are currently trying to resolve the challenge of food price fluctuations by entering into purchase contracts with manufacturers and suppliers of such foods so that the prices are fixed in advance as on the execution date. Over the last few years, on an average, food prices have increased almost 2.7% annually. Whole grain and high fiber food products are healthy alternatives to regular meals, but their high price is a major challenge for consumers.
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Key vendors in the market
- Cargill
- Flowers Foods
- Hodgson Mill
- Kellogg
- Mondel?z International
The whole grain and high fiber food market in the US has increased from being a small segment of the global whole grain and high fiber food market to one with an enormous potential. The market is further estimated to witness tremendous growth during the forecast period due to factors such as the rise in disposable income, demand for convenience foods, and hectic and busy lifestyles. With increasing health-consciousness among consumers, manufacturers have started focusing on including healthy ingredients in their products such as whole grains and other high fiber ingredients.
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Source: Technavio