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Reportlinker Adds U.S. Market for Whole and Other Grains: Trends and Developments, The Report

September 22, 2009

NEW YORK, Sept. 22 /PRNewswire/ — Reportlinker.com announces that a new market research report is available in its catalogue.

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

http://www.reportlinker.com/p0116175/US-Market-for-Whole-and-Other-Grains-Trends-and-Developments-The.html

After years of falling consumption, grains are back on the menu, with per capita use rising. Wheat, rice, oats, barley and a host of specialty grains are regaining acceptance from consumers, dieticians and nutritionists. In turn, food manufacturers are developing new grain-based products and seeing new popularity for old standbys. But the focus is on grains in their healthiest forms – whole grains – rather than refined wheat and rice products that offer less in the way of fiber or nutrition. There is a marked increase in products using the food label “whole grain.”

This resurgence has been driven by health and nutrition professionals who recognize that whole grains can play an important role in a healthy diet without necessarily contributing to weight gain or sugar imbalance. In addition to great taste and versatility, complex carbohydrates, the family of foods that includes whole grains, have numerous nutritional benefits. The restrictive high-protein/low-carb diet, the diet du jour for many years, contributed to the decline of the market for grains and grain-based foods, but consumers today are showing preference for a wider variety of foods and the health advantages that they offer.

This report examines today’s market for grains, including core grain foods such as flour, dry rice and rice mixes, hot cereal, and packaged or bulk grains such as barley, millet, amaranth, and quinoa. Corn is included as cornmeal only, in the flour category. The report focuses on market trends and market drivers for consumers. In addition, The U.S. Market for Whole and Other Grains: Trends and Developments explores the role of grains, especially wheat, in the global commodity markets, and how new trends such as grain-based ethanol production affects the food industry. The report also takes an in-depth look at market trends for specialty grains, including organic grains and the so-called “ancient grains,” such as amaranth teff, spelt, and quinoa, which are rapidly gaining recognition and popularity among consumers. Some of these grains are gluten-free, making them of special interest as the market for those with food allergies and sensitivities grows.

Using current Product Launch Analytics’ (a Datamonitor service) data, the report looks closely at new product introductions, especially value-added products. Information Resources Inc. data indicate sales trends, and Simmons data help to provide a picture of demographic trends.

About the Author

Elaine Lipson is a writer, editor, researcher and communications consultant to the organic products and sustainable lifestyles industries. She specializes in textile art, craft and design and is exploring projects and partnerships integrating her concept of Slow Cloth. Elaine is also an expert in organic food, farming and industry issues and is the author of The Organic Foods Sourcebook. She contributes regularly to EcoSalon.com and has written for Yoga Journal, Ms., Surface Design Journal and many other trade, consumer and Internet publications. From 2005-2007, Elaine was the director of organic alliances and strategic initiatives at New Hope Natural Media, and previously was a senior editor for the original LOHAS Journal. Visit her blogs at lainie.typepad.com.

Chapter 1: Executive Summary

Scope and Methodology

Report Methodology

Market Scope and Definition

Market Size and Growth Forecast

U.S. Retail Sales for Core Grains in 2008 Reach $5 Billion

Table 1-1: U.S. Retail Dollar Sales of Core Grain Foods, All Outlets, 2008, by Category (in millions of dollars)

CAGR Reaches 5.1% for Years 2004-2008

Table 1-2: U.S. Retail Dollar Sales of Core Grain Foods, All Outlets, 2004-2008 (in millions of dollars)

U.S. Grains Sales Projected to Approach $6 Billion by 2013

Table 1-3: Projected U.S. Retail Dollar Sales of Core Grain Foods, All Outlets, 2009-2013 (in millions of dollars)

The Products

Wheat

Table 1-4: Top 10 Wheat Producers, by Country, 2005 (in millions of metric tons)

Hard and Soft Wheats

Table 1-5: Nutrient Comparison of Wheat Types (values per 100 grams)

U.S. Per Capita Wheat Flour Trends

Figure 1-1: U.S. Per Capita Wheat Flour Use, 1964-2006 (in pounds per person) Source: USDA, Economic Research Service

Rice

Table 1-6: Top 11 Rice Producers, by Country, 2007 (in thousands of tons)

Figure 1-2: U.S. Rice Consumption, 1990-2007

Oats

Russia Leads in Worldwide Oats Production

Rye and Barley

Rye Makes Nutritious and Flavorful Bread

Barley Used in Soups, Pilafs, Stuffings

Ancient and Alternative Grains

Whole Grain Labeling

FDA Guidance on Whole Grain Label Statements

Whole Grains Council Develops Voluntary Whole Grain Stamp

The Marketers

Mergers and Acquisitions

Freeze of Credit Markets in 2008 Slows M&A Activity

Sales and Distribution

The Commodities Market

Table 1-7: Wheat Prices, U.S., 2004/2005-2008/2009, Marketing Years June-May (dollars per metric ton)

Flour Sales Up for Consumers

Bulk Flours and Grains Show Marked Increase

The Middle Way: Private-Label Flours and Grains

Wal-Mart Sales of Flour and Grains Nears Supermarket Sales

Naturals Sell Alternative, Ancient, Gluten-Free and Organic Options

Figure 1-3: Retail Sales Outlet Distribution for Flour and Grains

Whole Foods Market is Top Naturals Seller

Trader Joe’s Offers Specialty Foods, Bargains

Wal-Mart Leads in Low-Cost Shopping

Supermarkets Use In-Store Bakeries for Rising Sales

Wegmans, a Top Privately-Owned Grocer, Features In-Store Bakeries

New Products

Worldwide, Number of New Wheat and Rice Products Grew in 2008

New Rice Products Grow by 170% Worldwide Over Five Years

U.S.A., Canada Embrace New Oats Product Introductions

Growth in Claims for Whole Grain, Multi-Grain in U.S.

Table 1-8: New Food Product Introductions Using Whole Grain, Multi-Grain, or Ancient Grain Tags, U.S.

New Products with Ancient Grain Ingredients Multiply in 2007, 2008

Marketing and Advertising News

Co-Branding, Marketing Efforts Build Brand Equity

Fiber Gets a Makeover in Advertising

General Mills, Kellogg Plan to Up Advertising in 2009

The Consumer

Demographics of Rice Users

Demographics of Flour Users

Demographics of Hot Cereal Users

Trends of Whole Grains, High Fiber Go Hand in Hand

Table 1-9: Agreement to Statement: “I try to include plenty of fiber in my diet” (percent)

Americans Upping Whole Grain Intake, Yet Need More

White, Whole Wheat Bread Switch Places in Five Years

Table 1-10: Percent of U.S. Households Eating White Bread v. Whole Wheat or Other Bread Most Often, 2004-2008

Gluten-Free Market Offers Alternatives

Trends, Opportunities and Challenges

Trend and Opportunity: Cooking at Home

Trend and Opportunity: Whole Grains

Gluten-Free Ancient Grains “Totally Hot”

Barley, Sorghum May Break Out in 2009

Trend: Organic Grains a Mainstay, Earning Research Funding

Challenge: Possibility of Genetically Modified Wheat, Rice

National Association of Wheat Growers Surveys Farmers on GMO Wheat

GMO Rice Will Enter Market in 2011, Group Says

Challenge: Predicting the Market Impact of Grain Ethanol

Chapter 2: Market Size and Growth

Chapter Highlights

Scope and Methodology

Report Methodology

Market Scope and Definition

Market Size and Growth Forecast

U.S. Retail Sales for Core Grains in 2008 Reach $5 Billion

Table 2-1: U.S. Retail Dollar Sales of Core Grain Foods, All Outlets, 2008, by Category (in millions of dollars)

CAGR Reaches 5.1% for Years 2004-2008

Table 2-2: U.S. Retail Dollar Sales of Core Grain Foods, All Outlets, 2004-2008 (in millions of dollars)

U.S. Grains Sales Projected to Approach $6 Billion by 2013

Table 2-3: Projected U.S. Retail Dollar Sales of Core Grain Foods, All Outlets, 2009-2013 (in millions of dollars)

Hot Cereal/Oatmeal

Hot Cereal/Oatmeal Volume Drops in 2008 in Food, Drug, Mass

Table 2-4: Retail Dollar Sales, Volume Sales and Price per Pound of Hot Cereal/Oatmeal in U.S. Food, Drug, and Mass Merchandiser Stores*, 52 Weeks Ending October 5, 2008 (in millions of dollars and millions of pounds)

Table 2-5: Retail Dollar Sales, Volume Sales and Price per Pound of Hot Cereal/Oatmeal in U.S. Food, Drug, and Mass Merchandiser Stores*, 2003-2007 (in millions of dollars and millions of pounds)

Quaker Leads Hot Oatmeal Category

Table 2-6: Leading Brand Sales of Hot Cereal/Oatmeal in U.S. Food, Drug, and Mass Merchandiser Stores*, 52 Weeks Ending October 5, 2008 (in millions of dollars)

Bob’s Red Mill a Top Natural Brand of Hot Cereal

Table 2-7: Dollar Sales of Selected Natural Brands of Hot Cereal/Oatmeal in U.S. Food, Drug, and Mass Merchandiser Stores*, 52 Weeks Ending October 5, 2008 (in millions of dollars)

Flour

Table 2-8: Retail Dollar Sales, Volume Sales and Price per Pound of Flour (All Types) in U.S. Food, Drug, and Mass Merchandiser Stores*, 52 Weeks Ending October 5, 2008 (in millions of dollars and millions of pounds)

Table 2-9: Retail Dollar Sales, Volume Sales and Price per Pound of Flour/Meal in U.S. Food, Drug, and Mass Merchandiser Stores*, 2003-2007 (in millions of dollars and millions of pounds)

Table 2-10: Leading Brand Sales of Flour in U.S. Food, Drug, and Mass Merchandiser Stores*, 52 Weeks Ending October 5, 2008 (in millions of dollars)

Table 2-11: Dollar Sales of Selected Natural Brands of Flour and Cornmeal/Baking Oat Bran in U.S. Food, Drug, and Mass Merchandiser Stores*, 52 Weeks Ending October 5, 2008 (in millions of dollars)

Rice

Rice Sales Grow in Dollar and Volume in 2008

Table 2-12: Retail Dollar Sales, Volume Sales and Price per Pound of Dry Rice, Dry Rice Mixes, and Ready-to-Serve Rice in U.S. Food, Drug, and Mass Merchandiser Stores*, 52 Weeks Ending October 5, 2008 (in millions of dollars and millions of pounds)

Table 2-13: Retail Dollar Sales, Volume Sales and Price per Pound of Dry Rice, Dry Rice Mixes, and Ready-to-Serve Rice in U.S. Food, Drug, and Mass Merchandiser Stores*, 2003-2007

Riviana Foods Group of Brands Leads in Dry Rice, But Private Label Exceeds Any One Brand

Table 2-14: Leading Brand Sales of Dry Rice in U.S. Food, Drug, and Mass Merchandiser Stores*, 52 Weeks Ending October 5, 2008 (in millions of dollars)

Rice-a-Roni Leads in Dry Rice Mix Sector

Table 2-15: Leading Brand Sales of Dry Rice Mixes in U.S. Food, Drug, and Mass Merchandiser Stores*, 52 Weeks Ending October 5, 2008 (in millions of dollars)

Lundberg is Leading Natural/Organic Rice Brand

Table 2-16: Dollar Sales of Selected Natural Brands of Dry Rice, Dry Rice Mixes, and Ready-to-Serve Rice in U.S. Food, Drug, and Mass Merchandiser Stores*, 52 Weeks Ending October 5, 2008 (in millions of dollars)

Dry Grains

Private Label Tops Dry Grain Sales in Food, Drug, Mass Retailers

Table 2-17: Leading Brand Sales of Dry Grains* in U.S. Food, Drug, and Mass Merchandiser Stores**, 52 Weeks Ending October 5, 2008 (in millions of dollars)

Arrowhead Mills is Leading Natural/Organic Brand of Dry Grains in Food, Drug and Mass Merchandise Stores

Table 2-18: Dollar Sales of Selected Natural Brands of Dry Grains* in U.S. Food, Drug, and Mass Merchandiser Stores**, 52 Weeks Ending October 5, 2008 (in millions of dollars)

Sales of Other Grain-Based Foods

Table 2-19: Retail Dollar Sales, Volume Sales and Price per Pound of Select Grain-Based Food Categories in U.S. Food, Drug, and Mass Merchandiser Stores*, 52 Weeks Ending October 5, 2008 (in millions of dollars and millions of pounds)

Market Dynamics

Whole Grain Foods are Gaining Ground

Grain-based Food Companies Abroad Saw 2008 Decline

Consumer Price Indices for Core Grain Foods Rise

Figure 2-1: U.S. Consumer Price Index, Flour and Prepared Flour Mixes, U.S. City Average, January 2004 – January 2009*

Source: Bureau of Labor Statistics * Seasonally adjusted

Figure 2-2: U.S. Consumer Price Index, Rice, U.S. City Average, January 2004 – January 2009

Figure 2-3: U.S. Consumer Price Index, Breakfast Cereal, U.S. City Average, January 2004 – January 2009

Table 2-20: Consumer Price Indices* for Grain Foods, U.S. City Average, January 2004 – January 2009

Producer Price Index Shows Early 2008 Peaks

Figure 2-4: U.S. Producer Price Index, Flour Milling, January 2004 – January 2009

Figure 2-5: U.S. Producer Price Index, Rice Milling, January 2004 – January 2009

Figure 2-6: U.S. Producer Price Index, Breakfast Cereal Manufacturing, January 2004 – January 2009

Table 2-21: Producer Price Indices* for Grain Foods, 2004-2009

Chapter 3: The Products

Chapter Highlights

Wheat

Table 3-1: Top 10 Wheat Producers, by Country, 2005 (production in millions of metric tons)

Hard and Soft Wheats

Table 3-2: Nutrient Comparison of Wheat Types (values per 100 grams)

Wheat Milling and Processing

White Wheat Added to U.S. Classification Scheme in 1990

Types of Flour Made From Wheat

Wheat as a Grain Food (Couscous, Bulgur, Cracked Wheat, Wheat Flakes)

Food Products Made with Wheat

U.S. Per Capita Wheat Flour Trends

Figure 3-1: U.S. Per Capita Wheat Flour Use, 1964-2006 (pounds per person)

Rice

Table 3-3: Top 11 Rice Producers, by Country, 2007 (production in thousands of tons)

Table 3-4: Consumption of Rice, by Country, 2007 (in thousands of tons)

Figure 3-2: U.S. Rice Consumption, 1990-2007

Varieties of Rice

Specialty Rice Options Grow

Wild Rice Related to Rice, Yet Different

Foods Made From Rice

U.S. Rice Consumption Projected to Increase

Table 3-5: U.S. Rice Use (million hundredweight/rough basis)

Oats

Russia Leads in Worldwide Oats Production

1997 FDA Ruling Allows Heart-Healthy Claim on Whole Oat Products

Types of Oat Products

Gluten-Free Oats Now Available

Rye and Barley

Rye Makes Nutritious and Flavorful Bread

Barley Used in Soups, Pilafs, Stuffings

FDA Allows Barley Foods Health Claim in 2005

Rye, Barley Food Consumption Minor in U.S., Greater Abroad

Ancient and Alternative Grains

Amaranth

Quinoa

Teff

Sorghum

Millet

Buckwheat (Kasha)

Kamut

Spelt (Farro)

Whole Grain Labeling

FDA Guidance on Whole Grain Label Statements

Whole Grains Council Develops Voluntary Whole Grain Stamp

Baking Management Mag Calls Stamp Innovative

Who Can Use the Stamp?

Overview of Existing Whole Grain Labeling Schemes

Table 3-6: Existing Standards for Whole Grain Labeling and Health Claims on Labels

Chapter 4: The Marketers

Chapter Highlights

Industry Overview

Seeds Are First Link in Grain Chain

No Commercial GMO Rice or Wheat – Yet

Record World Wheat Production Forecast for 2009

From Seed to Farm to Mill

Grains, Flour Go to Retailers, Manufacturers, Foodservice

Mergers and Acquisitions

Freeze of Credit Markets in 2008 Slows M&A Activity

Additional Companies of Note

Competitive Profile: Lundberg Family Farms, Richvale, CA

Storied Legacy of Family Farming

Product Innovations and Gluten-Free Customers Build Sales

5-Year Sales Comparisons for Lundberg Dry Rice

Table 4-1: Sales of Lundberg Dry Rice in Food, Drug and Mass Merchandiser Stores, 2003-2007 (in millions of dollars)

Competitive Profile: ConAgra Mills, Omaha, NE

Company Highlights Trademarked Grain Blends and Ancient Grains

ConAgra Mills Signs Supply Agreement with MGP Ingredients

ConAgra FY 2008 Sales Reach $11.6 Billion

Figure 4-1: Annual Net Revenues for ConAgra Foods, (NYSE:CAG) (in billions of dollars)

Competitive Profile: Arrowhead Mills, Hereford, TX

Arrowhead Key to Hain Celestial Gluten-Free Initiative

Convenience Foods Add to Arrowhead Portfolio

5-Year Sales Comparisons for Arrowhead Mills Flour

Table 4-2: Sales of Arrowhead Mills Flour in Food, Drug and Mass Merchandiser Stores, 2003-2007 (in millions of dollars)

Competitive Profile: King Arthur Flour Co., Norwich, VT

Trader Joe’s Moves On from King Arthur

5-Year Sales Comparisons for King Arthur Flour

Table 4-3: Sales of King Arthur Flour in Food, Drug and Mass Merchandiser Stores, 2003-2007 (in millions of dollars)

Competitive Profile: Horizon Milling LLC, Wayzata, MN

CHS and Cargill Both Global in Scope

Horizon Milling Formed in 2002; Canadian Arm Purchases Smuckers Businesses

Horizon Milling and Progressive Baker Fulfill Range of Flour Needs .94

Competitive Profile: Archer Daniels Midland (ADM), Decatur, IL

ADM Helps Found and Fund Alliance for Abundant Food & Energy

ADM Sells Malting Division to Malteurop

Figure 4-2: Archer Daniels Midland Revenues (NYSE:ADM), FY2004-FY2008 (in billions of dollars)

Competitive Profile: General Mills, Minneapolis, MN

Economic Downturn Helps General Mills as Consumers Stay Home .99

Figure 4-3: General Mills (NYSE:GIS), Net Revenues FY 2005-FY 2008 (in billions of dollars)

Ad Spending Raised

Social Responsibility Includes Cheerios Reading Program

5-Year Sales Comparisons for Gold Medal Flour

Table 4-4: Sales of General Mills Gold Medal Flour in Food, Drug and Mass Merchandiser Stores, 2003-2007 (in millions of dollars)

Competitive Profile: Charter Baking/Rudi’s Organic Bakery, Boulder, CO

Charter Baking Wins Capital Investment of the Year Award

2007 Sales Growth Leads to Jamaica

5-Year Sales Comparisons for Rudi’s Organic Breads

Table 4-5: Sales of Rudi’s Organic Breads in Food, Drug and Mass Merchandiser Stores, 2003-2007 (in millions of dollars)

Competitive Profile: Grupo Bimbo/Bimbo Bakeries USA

BBU Brand Portfolio Expands with Weston Acquisition

Competitive Profile: Kellogg Company, Battle Creek, MI. . .

Kashi: Seven Whole Grains on a Mission

Kellogg Performance Strong in 2008 Despite Economic Downturn . 106

Figure 4-4: Kellogg Co. (NYSE:K), Net Revenues 2004-2007 (in billions of dollars)

Competitive Profile: Uncle Ben’s

Ben Gets Promotion in Advertising Campaign

Whole Grain Uncle Ben’s Boil-in-Bag Arrives in March, 2009

5-Year Sales Comparisons for Uncle Ben’s Dry Rice Products

Table 4-6: Sales of Uncle Ben’s Dry Rice Products (Not Mixes) in Food, Drug and Mass Merchandiser Stores, 2003-2007 (in millions of dollars)

Competitive Profile: Quaker Oats, Chicago, IL

Figure 4-5: Pepsico (NYSE:PEP), Net Revenues, 2004-2007 (in billions of dollars)

Competitive Profile: Nature’s Path, Richmond, British Columbia, and Blain, WA

Envirokidz Cereals Make Healthy Eating Fun, Save the Planet

Oatmeal Partnership with Dr. Andrew Weil

5-Year Sales Comparisons for Nature’s Path Hot Cereals/Oatmeal . 113

Table 4-7: Sales of Nature’s Path Hot Cereals/Oatmeal in Food, Drug and Mass Merchandiser Stores, 2003-2007 (in millions of dollars)

Competitive Profile: Kamut International, Great Falls, MT

Longer Baking Time for Kamut

Kamut International President is Longtime Organic Leader

New CEO Announced in 2009

Competitive Profile: Sara Lee Company, Downer’s Grove, IL

Soft & Smooth Bread Products Boost Brand

New Nutrition Labeling for Bakery Products

Growth With Challenges

Figure 4-6: Sara Lee Co. (NYSE:SLE) Net Revenues FY 2004-FY 2008 (in billions of dollars)

Chapter 5: Sales and Distribution

Chapter Highlights

Introduction

Corn Ethanol Production Affects Wheat Prices in U.S.

Table 5-1: Wheat Prices, U.S., 2004/2005-2008/2009 (marketing years June-May) (dollars per metric ton)

Half of U.S. Production Exported

Table 5-2: U.S. Wheat Use, Domestic and Exports, 2004/2005-2008/2009 (marketing years June- May) (in millions of bushels)

U.S. Also Imports Wheat

2008 World Wheat Production Reaches New High

Table 5-3: World and U.S. Wheat Production, Exports, and Ending Stocks, 2000-2008 (in millions of bushels)

Wheat Prices, Rice Supply Affect Food Prices in 2008

What Goes Up Must Come Down . . .Or Not

Figure 5-1: Consumer Price Index, Average Price Data, U.S. City Average, 2004-2008 (Bread, white, pan, per lb.)

Figure 5-2: Consumer Price Index, Seasonally Adjusted U.S. City Average, Flour and Prepared Flour Mixes, 2004-2008

Figure 5-3: Consumer Price Index, U.S. City Average, Rice, 2004-2008

Flour Sales Up for Consumers

Bulk Flours and Grains Show Marked Increase

The Middle Way: Private-Label Flours and Grains

Table 5-4: Private-Label Sales vs. Overall Category Sales for Dry Rice, Flour, Hot Cereal/Oatmeal in Food, Drug, Mass Merchandise Stores Excluding Wal-Mart and Natural Foods Stores, 2002-2006 (in millions of dollars)

Foodservice Sales Include Restaurants, In-Store Bakeries

Some Millers Focus on Ingredient Supply to Manufacturers

Grocers are Main Source for Flour, Rice for Consumers

Wal-Mart Sales of Flour and Grains Nears Supermarket Sales

Naturals Sell Alternative, Ancient, Gluten-Free and Organic Options

Figure 5-4: Retail Sales Outlet Distribution for Flour and Grains (percent)

Whole Foods Market is Top Naturals Seller

Whole Foods Challenged by Competition, Tussle Over Acquisition

Trader Joe’s Offers Specialty Foods, Bargains

Wal-Mart Leads in Low-Cost Shopping

Supermarkets Use In-Store Bakeries for Rising Sales

Wegmans, a Top Privately Owned Grocer, Features In-Store Bakeries

Kroger, Safeway Leaders Among Supermarkets Operating ISBs

Alvarado Street Bakery is Regional Brand in Northern California

Chapter 6: New Products

Chapter Highlights

Introduction

Worldwide, Number of New Wheat and Rice Products Grew in 2008

Table 6-1: New Food Product Introductions Using Wheat, Worldwide, 2004-2008

High Fiber is Top Tag in Wheat Products, Followed by Natural

U.S. Had Less Consistent Growth in Wheat Products

Figure 6-1: U.S. Per Capita Wheat Flour Use (pounds/person)

Table 6-2: New Food Product Introductions Using Wheat, United States, 2004-2008

New Rice Products Grow by 170% Worldwide Over Five Years

Table 6-3: New Food Product Introductions Using Rice, Worldwide, 2004-2008

U.S.A., Canada Embrace New Oats Product Introductions

Table 6-4: New Food Product Introductions Using Oats, Worldwide, 2004-2008

Barley, Rye New Product Lines Increase

Growth in Claims for Whole Grain, Multi-Grain in U.S.

Table 6-5: New Food Product Introductions Using Whole Grain, Multi-Grain, Ancient Grain Tags, U.S.

New Products with Ancient Grain Ingredients Multiply in 2007, 2008

Table 6-6: New Food Product Introductions Using Amaranth, North America (U.S.A. and Canada), 2004-2008

Table 6-7: New Food Product Introductions Using Spelt, North America (U.S.A. and Canada), 2004-2008

Table 6-8: New Food Product Introductions Using Quinoa, North America (U.S.A. and Canada), 2004-2008

Table 6-9: New Food Product Introductions Using Teff, North America (U.S.A. and Canada), 2004-2008

Table 6-10: New Food Product Introductions Using Millet, North America (U.S.A. and Canada), 2004-2008

Table 6-11: New Food Product Introductions Using Kamut, North America (U.S.A. and Canada), 2004-2008

Table 6-12: New Food Product Introductions Using Buckwheat, North America (U.S.A. and Canada), 2004-2008

Select New Product Introductions, 2008

White Whole Grain Products Find Success in Bread Aisle

Rudi’s Blends Trends in Organic, Multigrain Wraps

Gluten-Free Grains Mix With Convenience

King Arthur Blends 12 Organic Grains, Offers Many Mixes

Making Rice Faster, Easier, and Portable

Snack Foods with Grain Focus Combine Taste, Health

Cereals, Bars Add Whole Grains to Boost Nutrition, Fiber

Multigrain May Appear Instead of Whole Grain Claim

Gluten-Free Products Improve in Texture, Flavor

Marketing and Advertising News

Co-Branding, Marketing Efforts Build Brand Equity

Barilla Introduces Whole Grain Pasta in Print Advertising

Fiber Gets a Makeover in Advertising

General Mills, Kellogg Plan to Up Advertising in 2009

Cheerios Top Media Spend Among Cereals

Chapter 7: The Consumer and Market Trends

Chapter Highlights

Introduction

Grain Foods and the Recession Economy

Back to the Kitchen and the Brown Bag Lunch

Trend Pre-Dates Economic Meltdown

Whole Grains and Fiber

Trends of Whole Grains, High Fiber Go Hand in Hand

Table 7-1: Agreement with Statement: “I try to include plenty of fiber in my diet” (percent)

Table 7-2: Demographic Profile of Agreement with Statement: “I try to include plenty of fiber in my diet”, 2004 v. 2008 (percent)

Fiber Can Be Ally in Weight Loss Battle

Consumers and Whole Grains

In U.S., FDA Offers Labeling Guidance; Final Rule Pending

Foods Must Be 51% Whole Grain, 11% Fiber to Use Health Claim

Whole Grains Council Offers Voluntary Stamp

Americans Upping Whole Grain Intake, Yet Need More

USDA Says Whole Grains Are Popular at Breakfast

40% of Americans Say Fiber, Whole Grains Very Important

White, Whole Wheat Bread Switch Places in Five Years

Table 7-3: Percent of U.S. Households Eating White Bread vs. Whole Wheat or Other Bread Most Often, 2004-2008

Brown Rice Gains in Popularity

Table 7-4: Percent of U.S. Households Eating Types of Rice Most Often, 2004-2008

Whole Wheat Flour Gains Slightly

Table 7-5: Percent of U.S. Households Using Types of Flour Most Often, 2004-2008

Demographics of Purchasers of Rice, Flour, Oats, and Cereals

Demographics of Rice Users

Table 7-6: Demographic Profile of Rice Users, Summer 2008 Survey

Demographics of Flour Users

Table 7-7: Demographic Profile of Flour Users, Summer 2008 Survey

Demographics of Hot Cereal Users

Table 7-8: Demographic Profile of Hot Cereal Users, Summer 2008 Survey

Cold Breakfast Cereals Used by More than 90% of Households

Table 7-9: Demographic Profile of Cold Cereal Users, Summer 2008 Survey

Household Usage of Other Grain-Based Foods

Table 7-10: Percentage of Households Using Other Grain-Based Foods and Brands Eaten Most Often, Summer 2008 Survey

Gluten-Free Grains and Grain Foods

Gluten-Free Market Offers Alternatives

Celiac Disease Crosses Demographic Lines

The Gluten-Free Foods Marketer

Grains and the Organic and Natural Market

Table 7-11: Demographic Profile of Agreement with Statement: “When I shop for food, I look for organic/natural”, Summer 2008

Chapter 8: Trends, Opportunities and Challenges

Chapter Highlights

Challenge: Raising Prices Without Alienating Shoppers

Trend and Opportunity: Cooking at Home

Trend and Opportunity: Whole Grains

Companies Seeking Whole Grain Credibility

Whole Grain Goodness Penetrates Even Uncle Ben’s Mainstream Brand

Gluten-Free Ancient Grains “Totally Hot”

Barley, Sorghum May Break Out in 2009

Trend: Locavores Look for Grains Close to Home

Trend: Organic Grains a Mainstay, Earning Research Funding

Challenge: Possibility of Genetically Modified Wheat, Rice

National Association of Wheat Growers Surveys Farmers on GMO Wheat

GMO Rice Will Enter Market in 2011, Group Says

Challenge: Predicting the Market Impact of Grain Ethanol

Appendix: Addresses of Selected Marketers

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