The U.S. Market for Whole and Other Grains: Trends, Statistics and Analysis

Additional Information

Market Insights: A Selection From The Report

Whole Grain Foods are Gaining Ground

While we know that whole grain foods are gaining in the market - new products tagged with whole grain are on the rise, and consumers say they are seeking more whole grain foods - it’s more difficult to ascertain what percentage of the entire grain market is made up of whole-grain foods. In part, this is due to a lack of regulation and definition of what constitutes a whole grain food.

The Whole Grain Council says that, in 2008, more than 815 million products were on the shelves bearing its voluntary Basic Whole Grain Stamp or 100% Whole Grain Stamp. Of those, 24.1% were breads, rolls or bagels, followed by hot cereal (19.6%) and cold cereal (11.0%).

Packaged Facts estimates that about 40% of the core grain market is whole grains; however, this percentage varies greatly in the subcategories. One hundred percent of oatmeal is whole grain product, while about 17% of rice is brown rice, 10% of flour is whole wheat flour, and about half of dry grains are whole grains.

Grain-based Food Companies Abroad Saw 2008 Decline

High commodity prices and economic gloom aren’t limited to the United States. These are global circumstances right now, affecting the food industry and every industry worldwide. According to Milling & Baking News, manufacturers and marketers of grain-based foods headquartered in Europe and other regions are experiencing a downturn in profits. “Most publicly-owned grain-based foods companies outside of North America not only sustained declines [in 2008], but many experienced double-digit losses,” said the trade publication, published January 13, 2009. “Only a few scattered gains could be found among the companies tracked by Milling & Baking News.”

After Years of Absence, Grains Make Resurgence as Part of Healthy Diet

New York, March 31, 2009 - For years, restrictive high-protein/low-carb diets were the bane of the United States’ declining market for grains and grain-based foods. However, the low-carb fad is fading as health-minded eaters, who prefer a wider variety of foods and the health advantages these foods offer, re-integrate grains into their diet and inadvertently resuscitate the market. According to market research publisher Packaged Facts in the brand-new report, The U.S. Market for Whole and Other Grains: Trends and Developments, estimated retail sales in the U.S. for core grain foods that included rice, flour, oatmeal, and dry grains reached just over $5 billion in 2008 for a whopping 17% increase over the previous year.

Decades of refined grain use are now giving way to a new appreciation for the nutritional value of whole grains in the U.S. and other Western countries. Grains as they appear in their healthiest forms (i.e. whole grains) are garnering acclaim from health and nutrition professionals for their ability to play an important role in a healthy diet without necessarily contributing to weight gain or sugar imbalance. Refined grains are still widely used, but are now recognized as less desirable for optimal nutrition and weight control.

Unsurprisingly, manufacturers are scrambling to accommodate the recent popularity of grains with the development of new grain-based products and a recommitment to old standbys. There has also been a noticeable increase in products using the “whole grain” food label and touting heart-healthy benefits.

“New product introductions in grains in 2007, 2008 and early 2009 reflect a focus on whole grains, high fiber with its attendant claims for heart health, convenience in the form of prepared mixes and single-serve packaging, natural products, and gluten-free products,” says Tatjana Meerman, publisher of Packaged Facts.

The U.S. Market for Whole and Other Grains: Trends and Developments examines today’s market for grains, including core grain foods such as wheat and other flour, dry rice and rice mixes, hot cereal, and packaged or bulk grains such as barley, millet, amaranth, and quinoa. In addition, the report focuses on market trends and market drivers for consumers, explores the role of grains in the global commodity markets, analyzes how new grain-based trends affect the food industry, and provides an in-depth look at market trends for specialty grains.

About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer industries, including consumer goods and retailing, foods and beverages, demographics, pet, and financial products. Packaged Facts also offers a full range of custom research services.