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The healthy grains revolution

 

The health and wellness trend is directing a major shift in the market for grain-based foods. Consumers are snubbing standard refined wheat flour products in favour of healthier and ever more exotic “supergrain” alternatives. Euromonitor International examines the key drivers behind this development and asks what manufacturers can do to capitalise on this sea change.

Highly-refined wheat flour products no longer a smart choice

Although the Atkins diet fad has finally fizzled out, it has left a lasting legacy: consumers are now much more aware that their staple carbohydrate products, such as white bread and pasta made from highly-refined wheat flour, have had much of their nutritional value stripped out, providing little more than empty calories. The scientifically better substantiated concept of the low glycaemic index (GI) diet, which is hugely popular in Australia, is further reinforcing the message that ditching heavily-refined flour products in favour of more lightly processed grains keeps blood sugar levels stable and hunger pangs at bay. Alternative grains are rising fast to “superfood” status, as well as being promoted as the dieter's best friend.

Consumers are taking note, and although industrial white bread is still the major type of bread sold in many countries, Euromonitor International's market research figures are flagging up this changing trend. For example, in the US, industrial white bread amounted to value sales of US$4.2 billion in 2007, with its market share in decline, having dropped nearly two percentage points between 2004 and 2007 to 32% of value sales. In the UK, the share of industrial white bread fell by 12 percentage points over the same period, while brown bread and wholemeal bread saw their shares grow by five and four percentage points respectively.

Consumers turn to “exotic” grains

It is not just wholegrain wheat and brown bread which are taking the place of white, but also more adventurous multigrain products. For example, the popular South Beach Diet, which has usurped the Atkins Diet in the US, places great emphasis on high-quality carbohydrates. It promotes the Santa Fe Tortilla Company's multigrain wraps, which contain wholegrain oat, barley, spelt, buckwheat and rye flour.

Nutritionists, in their capacity as the new mass-media darlings, are doing their bit to promote the health benefits of previously neglected grain types. Gillian McKeith, one of the UK's most popular nutrition gurus and star of the “You Are What You Eat” hit television show, lists amaranth, barley, buckwheat, kamut, millet, oats, quinoa, rye and spelt among “the top 100 foods to eat in your everyday life”. Thus inspired, consumers are more willing than ever to experiment with this newfound variety, especially if it means that they will not have to change their eating habits completely. Retailers were quick to provide convenient solutions. The UK retailer Waitrose, for example, offers freshly baked spelt bread, spelt penne pasta, buckwheat fusilli pasta and multigrain spaghetti.

Breakfast cereal manufacturers turning to “supergrains”

The novel grains trend is most prominent in breakfast cereals. Kellogg's launched Multi-grain Cornflakes in August 2007 in the UK, delivering “the added extra goodness of multi-grain, combining corn, wholegrain rice and wheat”. Large manufacturers are following the lead of smaller innovators, such as Nature's Path, a family-owned US company producing a wide range of organic cereals, sold in 30 countries, including the UK. Products include Millet Rice Oatbran Cereal, Spelt Flakes, Heritage Heirloom Whole Grains multigrain cereal, Kamut Puffs and Millet Puffs.

Highly-innovative products made from exotic grain mixes can be found in premium mueslis. UK company Dorset Cereals launched Tasty Toasted Spelt, Barley & Oat Flakes in 2007, packaged in its trademark sophisticatedly understated brown paper box. A relative newcomer, Rude Health, listed in Sainsbury's, offers an exciting range of premium mueslis, including Essential Muesli, which contains oat, rye and barley flakes. Retailing at £3.35 for a 500g pack compared to the UK's leading staple muesli brand Alpen (owned by Weetabix), which costs around £2.30 for 750g, the product clearly enjoys a super-premium positioning.

Many consumers love these new “supergrain” offerings and are willing to pay a premium price, especially if they are also organic. Such innovation has led to a revival of this previously stagnant category. During the first half of the review period, between 2002 and 2004, value sales languished around the £201 million mark, while between 2005 and 2007, they increased from £203 to £209 million.

Fear of allergens boosts wheat-free sales

Another important driver rooted in the health and wellness trend which is boosting sales of alternative grain products is the rising number of consumers who suffer (or believe themselves to be suffering) from food allergies and intolerances. This trend has had a big impact on the global gluten-free packaged foods market. In the US, the world's leading growth market for gluten-free products, value sales grew by another 15% in 2007 to US$351 million, maintaining the previous year's momentum. In 2008, value sales are expected to reach US$404 million. In the UK, the 2007 growth rate was a respectable 7%.

Avoiding gluten and wheat has suddenly become fashionable, and celebrity nutritionists like the UK's Patrick Holford and aforementioned Gillian McKeith have done much to propagate the idea that a whole plethora of symptoms, such as fatigue, bloating and other digestive problems, weight gain, headaches and skin rashes could be down to wheat intolerance, which cannot be diagnosed with conventional medical allergy tests. And because wheat is incredibly difficult to avoid due to its presence in a myriad of processed foods, consumers are easily persuaded that, if their symptoms persist, it is because they did not try hard enough to eliminate the offending substance. This is good news for the free-from market, and especially alternative grain-based products.

Any grain can be a “supergrain”

Despite the increasing number of multi- and exotic-grain product launches, the industry has barely started to exploit this market, with one notable exception - the humble oat was the first to be elevated to “supergrain” status. Imbued with the additional health benefit of lowering cholesterol levels, the UK has witnessed its hot (oat-based) cereals sector almost double its value sales from £66 million in 2002 to £147 million in 2007, led by PepsiCo-owned Quaker Trading's Oatso Simple brand, which now has a 25% market share.

The many kinds of novel grains which are now entering the market have numerous health benefits not yet known to the wider public. Here are some examples:

·         Buckwheat: This gluten-free staple grain of Eastern Europe is a rich source of the bioflavonoid rutin, which is said to strengthen the capillaries (small blood vessels) and could be promoted for cardiovascular health, and also the prevention of varicose veins and haemorrhoids. Buckwheat products could be targeted at the over 55s as well as pregnant women.

·         Millet: Also gluten-free, this grain is a good source of silica compounds, useful for strengthening bones, hair and nails. Women are the obvious target – younger age groups will be particularly attracted to its “beauty-enhancing” properties, whilst post-menopausal women could also be interested in its bone-strengthening aspects.

·         Quinoa and amaranth: These South American grains are remarkable in that they have a very high protein content (up to 18%) and include all the essential amino acids necessary for human nutrition. Although commercial availability is still somewhat limited, supermarkets have started to stock them, and the potential for the vegetarian and vegan market is excellent. They are also gluten-free.

While some of these exotic grains may be less suitable as the sole or chief ingredient in baked goods, they can easily be integrated into multigrain offerings. For the premium segment, they should be organic and/or wheat free.

Also Read Brain Health And The Emergence Of Food For Improved Cognitive Function.Contact Expert PhD Dissertations Writers at Mahasagar Publications.