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Trends in whole grains and market development
C. W. HARRIMAN (1). (1) Oldways / The Whole Grains Council, Boston, MA, U.S.A.
Three major consumer trends are important to understanding continuing momentum in the market for whole grain products. The first is consumers’ growing appreciation of the nuttier, fuller taste of whole grains; increasingly taste is being cited as a motivation for choosing whole grains, rather than as a barrier. This is leading to increased levels of whole grain in many products, moving us beyond the “starter” products of earlier years. The second trend, also related to taste, is a growing awareness that different grains offer different tastes and textures. “Whole grain” is not one monolithic taste. We understand intuitively that eating a wide range of vegetables is key to good health and enjoyment of our foods – but we are only now beginning to understand that the same is true with grains. Consumers are beginning to explore the many diverse and intriguing tastes of whole grains, and as they explore they want to know the backstory of each grain, to get familiar with its origins. For many, a vivid culture and history offer the assurance that these grains are part of traditional eating patterns, rather than something created through technology or processing. Health is the third trend and today, consumers’ health concerns about grains center largely on the issue of gluten. This concern is valid for many people, as increased incidence of gluten sensitivity has been scientifically established. It’s important, however, to remind consumers that gluten-free doesn’t mean grain and in fact most whole grains are gluten-free and should be part of a healthy diet for those with a gluten sensitivity. This presentation will detail the three trends above, and show how these trends are impacting opportunities for whole grains at retail and in foodservice.
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