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.

Report Methodology
The information in The U.S. Market for Whole Grain and High Fiber Foods is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food industry and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Consumer information was derived from Simmons Market Research Bureau, fall 2004 National Consumer Survey.

What You’ll Get in this Report
The U.S. Market for Whole Grain and High Fiber Foods makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Whole Grain and High Fiber Foods offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Retail and Internet Strategies
• The Consumer (who’s buying what, and where)
• The Products
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the whole grain food market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for whole grain and high fiber foods, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for whole grain and high fiber foods based on Simmons data.

This report will help:

Marketing Managers identify market opportunities and develop targeted promotion plans for whole grain and high fiber foods.
• Research and development professionals stay on top of competitor initiatives and explore demand for whole grain and high fiber foods.
• Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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