Executive Summary: U.S. Market for Whole Grain and High Fiber Foods

Containing a snapshot of the overall market analysis, each Executive Summary provides a description of the scope and methodology used in the report; chapter overviews complete with statistical data; a sampling of charts and graphs when applicable; a brief look at the trends shaping the market; and projected future growth or demise of each market sector with relevant sales figures.

The report from which this Executive Summary is compiled is U.S. Market for Whole Grain and High Fiber Foods, and the full study abstract is as follows:

This report focuses primarily on packaged foods that contain a significant amount of fiber derived from whole grains; to a lesser extent, it also examines foods that are not properly considered “whole grain” but that do contain added fiber, usually in the form of bran. As a corollary to the whole grains trend, this report also analyzes trends in the sale and marketing of high fiber beverages, and surveys other trends in naturally high fiber foods (mostly fruits and vegetables) and miscellaneous high fiber or fiber-fortified packaged foods. Most of the products are positioned on health claims approved by the FDA or other medical associations, with the overwhelming majority targeted to adults. Packaged Facts classifies whole grain and high fiber foods into seven categories: cereals; snacks; baked goods; grains & beans; beverages; pasta; and flour.

Although fiber by itself is an essential dietary nutrient, a growing body of research indicates that fiber’s health benefits are maximized when consumed in the form of whole grains and other whole, fiber-rich natural foods. For that reason, this report does not cover fiber supplements or laxatives (e.g., Metamucil), and coverage of products that contain fiber primarily as a bulking agent—-including many low-carb and diet foods and beverages—is also limited. Because high sodium content usually precludes their being able to make FDAallowed health claims, snack nuts are not formally covered in this report, although they are covered (along with baking nuts) from a trend perspective. (Snack nuts are formally covered in Packaged Facts’ June 2004 report, The U.S. Snack Market: Good vs. Good-For-You, while baking nuts are covered in our January 2005 report, The New U.S. “Phood” Market: Functional, Fortified, and Inherently Healthy Foods and Beverages.)