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MarketLooks: The U.S. Market for Whole Grain and High Fiber Foods

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Title: The U.S. Market for Whole Grain and High Fiber Foods
Published: April 2005


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The following is the abstract from the full report:
The Centers for Disease Control and Prevention have warned in recent years that obesity will soon become the leading cause of death in the United States, and millions of Americans have responded by rushing to embrace a variety of diet trends, including Atkins and other low-carb plans. Yet growth in the market for products serving these dieters appears to have peaked, as consumers begin to seek out products that actually add healthy ingredients, rather than merely reducing the “bad carb” content. In early 2005, the U.S. government plans to release a new food pyramid that stresses higher consumption of whole grains and high fiber foods, which have been shown to confer a wide range of health benefits—from lowering blood pressure and cholesterol to preventing heart disease, diabetes, cancer, and of course, obesity. Lawsuits against leading restaurant chains and food manufacturers have also led to changes throughout the industry, as Wall Street grows wary of companies that purvey what are perceived to be “obesity foods.” Cereal giants General Mills and Kellogg have already made a market-altering commitment to reformulate dozens of major brands to contain more whole grains, and marketers of all sizes are rushing to follow suit. In 2004, as many as 90% of Americans didn’t consume the recommended daily allowance of whole grains—but the coming flood of new and reformulated products high in whole grain and fiber content should change that figure dramatically.

This all-new Packaged Facts report delves into the state of the American diet, the history and science of whole grain and high fiber foods, and government and industry approaches to this growing market. The report analyzes sales and growth potential for food products marketed as containing whole grains or high fiber, with a focus on cereals, baked goods, pasta, flour, grains and beans, snack foods, and beverages (not including fiber-based supplements or laxatives). The report also surveys trends in sales of natural fiber sources such as fruit and vegetables, as well as frozen entrees and other categories where whole grains and added fiber may begin to make a surprising appearance. In addition, it examines in detail the trends affecting market size and growth and offers sales projections through 2009. Marketing, retail, and new product trends are covered in each segment and major competitors are profiled, including cereal giants General Mills and Kellogg, baked goods specialist Pepperidge Farm, flour leader Hodgson Mill, and many others.


  1. Market Size and Growth
  2. Market Composition
  3. Factors to Market Growth
  4. Projected Market Growth
  5. The Market Leaders
  6. The Competitive Situation
  7. Marketing and New Product Trends
  8. The Consumer
  9. Looking Ahead
  10. Competitor Profiles

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