Whole-Grain Products on the Rise

According to Innova Market Insights, the number of food and drink launches marketed on a whole-grain platform rose nearly 7% in the 12-month period to the end of March 2010, equivalent to about 3% of total launches recorded over that timeframe. Bakery and cereal products accounted for two-thirds of total whole-grain launches recorded, with the next largest categories being ready meals & meal components and then snacks.

The Innova Database recorded over 1,500 food and drinks launches in the U.S. with a whole-grains positioning over the April 2009 to March 2010 period, up 7% over a 12-month period and more than four times the number recorded five years previously.

Bakery and cereal products accounted for 60% of the whole-grain launches, with breakfast cereals leading, just ahead of bread products, then biscuits and cereal bars. In the bread and bakery market, the use of whole-grains is also now fairly widespread, but while initial activity driving the market forward in the mid 2000s focused fairly strongly on heart health, more recently there has been a move to a more general health positioning and the use of whole-grains has become much more widespread, with products tending to be marketed more on a high-fiber or general health and well-being platform, although some whole-grain breads still use heart healthy messages on pack, particularly the rising number now also containing oats or other ingredients such as omega-3 fatty acids.

According to Innova Market Insights Head of Research LuAnn Williams, The whole-grains concept appears to be continuing to go from strength to strength in the U.S. and indeed interest appears to be spreading internationally following on from this lead. Outside the U.S., the whole-grain message appears to be focused more on a general health and wellbeing platform, while in the U.S. there is still a strong focus on heart health, particularly in the cereals sector.