• Scope and Methodology
  • Scope of Report
  • Report Methodology
  
  
• Introduction
  • The Next Big Thing, Again
  • Definition of Terms
  • Whole Grain
  • High Fiber
  • 90% of Americans Don’t Get Fiber RDA
  • 3% of Calories Consumed in U.S. from Whole Grains
  
  
• The Market
  • Sales to Near $7.5 Billion in 2009
  • Market Share by Product Category
  • Figure 1-1: Share of U.S. Retail Sales of Whole Grain and High Fiber Foods by Product Category, 2000 vs. 2004 (percent)
  • Market Share by Retail Channel
  • Government, Major Marketers Commit to Whole Grains
  • Whole Grains in the Post-Low-Carb Landscape
  
  
• The Marketers
  • Conglomerates Dominate Market
  • Lesser-Known Players Also Compete
  • Leading Players by Market Share
  • George Weston Is Top Sales Gainer
  • Key Considerations: Supply and Formulation Issues
  • Line Extensions and Brand Leverage
  
  
• Marketing and New Product Trends
  • Preventive Health, Weight Loss Are Most Important Angles
  • Education Is Key to New Campaigns
  • Revamping Grain/Fiber Packaging, Tag Lines
  • Familiar Brands, New Formulations
  • Raw Ingredients Aiming to Improve Whole Grain Taste Profile
  
  
• The Consumer
  • 62% of Adults Are Fiber-Conscious
  • 49% Choose High Fiber Cold Cereals
  
  
• Looking Ahead
  • Trends & Opportunities

Chapter 2: Introduction

• Market Definition
  • Scope of Report
  • Seven Product Categories
  • Cereals
  • Snacks
  • Baked Goods
  • Grains & Beans
  • Beverages
  • Pasta
  • Flour
  
  
• The Science of Whole Grains and High Fiber
  • The Next Big Thing, Again
  • Definition of Terms
  • Whole Grain
  • High Fiber
  • Natural Sources vs. Supplements
  • Whole Grains and Fiber Prevent Variety of Illnesses
  
  
• Whole Grains, High Fiber, and the American Diet
  • 90% of Americans Don’t Get Fiber RDA
  • 3% of Calories Consumed in U.S. from Whole Grains
  • Obesity Among Leading Causes of Death in 2005
  • The Atkins Effect: Per Capita Flour Consumption in Decline
  • “Matriarch” Sets Household Health
  • Meals On the Run, Outside the Home Growing Trends
  
  
• Government, Industry, and Foodservice Responses
  • New Food Guidelines, Revised Pyramid in 2005
  • Possible Changes to Food Labeling
  • Whole Grains Council Seeks New Approach
  • Who’s Responsible for “Obesity Foods”?
  • “Healthy” Vending Machines and Advertising Changes
  • Restaurants, Incorporating More Whole Grain, Healthful Options

Chapter 3: The Market

• Market Size and Growth
  • Methodology for Estimates
  • U.S. Retail Sales Approach $4.8 Billion
  • Figure 3-1: U.S. Retail Sales of Whole Grain and High Fiber Foods, 2000-2004 (in millions of dollars)
  • Cereals Decline Along with Wider Market
  • Snacks on the Rise, Buoyed by Snack & Sports Bar Trends
  • Whole Grain Baked Goods Outpace Refined Market
  • Grains and Beans Are Slow But Steady Performers
  • Fiber-Boosted Beverages a Surprising Performer
  • Pasta Bounces Back from Downward Trend
  • Flour Manages Slight Growth in Weak Market
  • Market Share by Product Category
  • Figure 3-2: Share of U.S. Retail Sales of Whole Grain and High Fiber Foods by Product Category, 2000 vs. 2004 (percent)
  • Market Share by Retail Channel
  • Figure 3-3: Share of U.S. Whole Grain and High Fiber Food Sales by Retail Outlet Type, 2004 (percent)
  • Table 3-1: U.S. Retail Sales of Whole Grain and High Fiber Foods, 2000-2004 (in millions of dollars)
  • Table 3-2: U.S. Retail Sales of Whole Grain and High Fiber Cereal, 2000-2004 (in millions of dollars)
  • Table 3-3: U.S. Retail Sales of Whole Grain and High Fiber Snacks, 2000-2004 (in millions of dollars)
  • Table 3-4: U.S. Retail Sales of Whole Grain and High Fiber Baked Goods, 2000-2004 (in millions of dollars)
  • Table 3-5: U.S. Retail Sales of Whole Grain and High Fiber Grains and Beans, 2000-2004 (in millions of dollars)
  • Table 3-6: U.S. Retail Sales of Whole Grain and High Fiber Beverages, 2000-2004 (in millions of dollars)
  • Table 3-7: U.S. Retail Sales of Whole Grain and High Fiber Pasta, 2000-2004 (in millions of dollars)
  • Table 3-8: U.S. Retail Sales of Whole Grain and High Fiber Flour, 2000-2004 (in millions of dollars)
  
  
• Factors to Market Growth
  • Government, Major Marketers Commit to Whole Grains
  • Whole Grains in the Post-Low-Carb Landscape
  • Leading Low-Carb Plans Change Their Tune
  • Low-Carb Benefits Without the Low-Carb Label
  • Shift Away from “Obesity Foods” Driven by Bottom Line, Wall Street Anxiety
  • Mainstream America Wakes Up to Natural and Organic Foods
  • Whole Grains Add Value to Convenience Foods
  • More Demand for Value-Added Foods, High Quality Ingredients
  • High-Tech Ingredient Development Merges Taste and Good Health
  
  
• Projected Market Growth
  • Sales to Near $7.5 Billion in 2009
  • Table 3-9: U.S. Retail Sales of Whole Grain and High Fiber Foods, 2004-2009 (in millions of dollars)
  • Early Spike in Cereals from Whole Grain Conversion
  • Table 3-10: U.S. Retail Sales of Whole Grain and High Fiber Cereal, 2004-2009 (in millions of dollars)
  • Snacks Off to a Slower Start
  • Table 3-11: U.S. Retail Sales of Whole Grain and High Fiber Snacks, 2004-2009 (in millions of dollars)
  • Increasing Growth in Baked Goods
  • Table 3-12: U.S. Retail Sales of Whole Grain and High Fiber Baked Goods, 2004-2009 (in millions of dollars)
  • Brown Rice Sales to Drive Grains/Beans Category
  • Table 3-13: U.S. Retail Sales of Whole Grain and High Fiber Grains/Beans, 2004-2009 (in millions of dollars)
  • Slowing Growth in Beverages
  • Table 3-14: U.S. Retail Sales of Whole Grain and High Fiber Beverages, 2004-2009 (in millions of dollars)
  • Whole Grain/High Fiber Pasta a Hard Sell
  • Table 3-15: U.S. Retail Sales of Whole Grain and High Fiber Pasta, 2004-2009 (in millions of dollars)
  • Whole Grain a Bright Spot in Sagging Flour Market
  • Table 3-16: U.S. Retail Sales of Whole Grain and High Fiber Flour, 2004-2009 (in millions of dollars)

Chapter 4: The Marketers

• Overview
  • Conglomerates Dominate Market
  • Lesser-Known Players Also Compete
  • Table 4-1: U.S. Market for Whole Grain and High Fiber Foods: Selected Marketers and Leading Brands, 2004
  
  
• Marketer and Brand Shares
  • Methodology for Estimates
  • Leading Whole Grain Players by Market Share
  • Figure 4-1: Top Marketers of Whole Grain and High Fiber Foods, 2004 (percent)
  • George Weston Is Top Sales Gainer
  • Leading Marketers of Whole Grain and High Fiber Cereals
  • Leading Whole Grain and High Fiber Snack Marketers
  • Leading Marketers of Whole Grain and High Fiber Baked Goods
  • Top Marketers of Whole Grain Beans and Grains
  • Top Whole Grain and High Fiber Beverage Marketers
  • Market Leaders in Whole Grain and High Fiber Pasta
  • Leading Marketers of Whole Grain and High Fiber Flour
  • Table 4-2: Top Marketers of Whole Grain and High Fiber Foods by IRI-Tracked Sales and Market Share: 2000 vs. 2004 (in millions of dollars)
  • Table 4-3: Top Marketers of Whole Grain and High Fiber Foods by Net Sales Gains, 2000-2004 (in millions of dollars)
  • Table 4-4: Top Marketers and Brands of Whole Grain and High Fiber Cereal by IRI-Tracked Sales and Market Share: 2000 vs. 2004 (in millions of dollars)
  • Table 4-5: Top Marketers of Whole Grain and High Fiber Cereal by Compound Annual Growth Rate, 2000-2004 (percent)
  • Table 4-6: Top Marketers and Brands of Whole Grain and High Fiber Snacks by Market Share: 2000 vs. 2004 (in millions of dollars)
  • Table 4-7: Top Marketers and Brands of Whole Grain and High Fiber Baked Goods by IRI-Tracked Sales and Market Share: 2000 vs. 2004 (in millions of dollars)
  • Table 4-8: Top Marketers of Whole Grain and High Fiber Baked Goods by Compound Annual Growth Rate, 2000-2004 (percent)
  • Table 4-9: Top Marketers and Brands of Whole Grain and High Fiber Grains and Beans by Market Share: 2000 vs. 2004 (in millions of dollars)
  • Table 4-10: Top Marketers and Brands of High Fiber Beverages by Market Share: 2000 vs. 2004 (in millions of dollars)
  • Table 4-11: Top Marketers and Brands of Whole Grain and High Fiber Pasta by IRI-Tracked Sales and Market Share: 2000 vs. 2004 (in millions of dollars)
  • Table 4-12: Top Marketers of Whole Grain and High Fiber Pasta by Compound Annual Growth Rate, 2000-2004 (percent)
  • Table 4-13: IRI-Tracked Sales of New World Pasta’s Healthy Harvest Brands, 2001-2004 (in dollars)
  • Table 4-14: Top Marketers and Brands of Whole Grain and High Fiber Flour by Market Share: 2000 vs. 2004 (in millions of dollars)
  • Table 4-15: Top Marketers of Whole Grain and High Fiber Flour by Compound Annual Growth Rate, 2000-2004 (percent)
  
  
• The Competitive Situation
  • Key Considerations: Supply and Formulation Issues
  • Line Extensions and Brand Leverage
  • Alliances with Health and Diet Gurus
  • Consumer Perceptions of Market Giants vs. Specialists
  • Losing Out to Private Label

Chapter 5: Competitor Profiles

• Competitor Profile: General Mills, Inc.
  • Corporate Overview
  • Leader in Whole Grain and High Fiber Foods
  • Weight Loss and Whole Grains
  • Shortcomings and Challenges Ahead
  
  
• Competitor Profile: George Weston Bakeries, Inc.
  • Corporate Overview
  • Strong Growth in Brands with Whole Grain Options
  
  
• Competitor Profile: Hodgson Mill, Inc.
  • Corporate Overview
  • Wide Variety of Whole Grain/High Fiber Products
  • “David and Goliath”
  
  
• Competitor Profile: Kellogg Company
  • Corporate Overview
  • Number-One In Cereal, Trailing in Whole Grains
  • More “Healthy Beginnings”
  • More Surprises in Fortification to Come
  
  
• Competitor Profile: Kraft Foods North America
  • Corporate Overview
  • “Fat” Foods Under Fire
  • Limited Whole Grain/High Fiber Marketing
  • Opportunities and Limitations for Whole Grain Growth
  
  
• Competitor Profile: New World Pasta Company
  • Corporate Overview
  • Limited, But Innovative Whole Grain/High Fiber Products
  • Fighting Off American Italian Pasta Co.
  
  
• Competitor Profile: Quaker (PepsiCo Beverages & Foods)
  • Corporate Overview
  • Leader in Whole Grain Oats
  • More of the Same?
  
  
• Competitor Profile: Sara Lee Bakery Group
  • Corporate Overview
  • Riding Out Low-Carb, Embracing Whole Grain

Chapter 6: Marketing, New Product, and Retail Trends

• Marketing Trends
  • Preventive Health, Weight Loss Are Most Important Angles
  • Education Is Key to New Campaigns
  • Revamping Grain/Fiber Packaging, Tag Lines
  • Reaching Out to Parents
  
  
• New Product Trends
  • Familiar Brands, New Formulations
  • Raw Ingredients Aiming to Improve Whole Grain Taste Profile
  • In the Morning and On the Go
  • Fortified Foods: Bulking Up Whole Grain’s Benefits
  • Targeted Products
  • Other Food Categories Following Whole Grain
  • Figure 6-1: Number of New Foods and Beverages with “High Fiber” Package Tags, 1999-2004 (number)
  • Table 6-1: Marketers and Brands of Whole Grain and High Fiber Foods: Selected New Product Introductions, 2004-2005
  
  
• Advertising and Promotion
  • Consumer Advertising Overview
  • Whole Grain Advertising Positioning
  • Playing on Fiber/Grain Preconceptions
  • Potato Board Campaign a Model for Other “Low-Carb Casualties”
  
  
• Retail Trends
  • Whole Grain and High Fiber Retail Overview
  • Figure 6-2: Share of U.S. Whole Grain and High Fiber Food Sales by Retail Outlet Type, 2004 (percent)
  • In-Store Bakeries Gaining Market Share
  • Lessons Learned from Low-Carb
  • “Bulking Up” With Health and Natural Food Stores

Chapter 7: The Consumer

• Consumer Overview
  • Note on Simmons Market Research Bureau Consumer Data
  • 62% of Adults Are Fiber-Conscious
  • 49% Choose High Fiber Cold Cereals
  • Figure 7-1: Percent of Adults Who Most Often Use Selected Fiber Products by Type, 2004 (U.S. adults)
  • Fiber vs. Fun Cereals
  • Granola vs. Energy Bars
  • Brownberry and Earth Grains Have Strongest Fiber Draw
  • Upscale and Urban Skew for Grain Crackers
  • Distinct Demographics for Whole Wheat Flour
  • Blacks at Index of 132 for Brown Rice
  • Table 7-1: Demographics for Adults Who Agree with Statement: I Try To Get Plenty of Fiber in My Diet, 2004 (U.S. adults)
  • Table 7-2: Demographics for Adults Who Strongly Agree with Statement: I Try To Get Plenty of Fiber in My Diet, 2004 (U.S. adults)
  • Table 7-3: Demographics for Adults Who Most Often Use Fiber Products by Type: Cold Breakfast Cereal, 2004 (U.S. adults)
  • Table 7-4: Demographics for Adults Who Most Often Use Fiber Products by Type: Hot Breakfast Cereal, 2004 (U.S. adults)
  • Table 7-5: Usage Indices by Breakfast Cereal Brand Among Adults Who Strongly Agree with Statement: I Try To Get Plenty of Fiber in My Diet, 2004 (U.S. adults)
  • Table 7-6: Demographic Indexes by Type of Breakfast Cereal Used Most Often: Cold and Hot Fiber Cereal vs. Treat Cereal, 2004 (U.S. adults)
  • Table 7-7: Demographics for Adults Who Most Often Use Quaker Oats Fruit & Oatmeal or Nature Valley Granola Bars, 2004 (U.S. adults)
  • Table 7-8: Usage Indices by Granola Bar Brand Among Adults Who Strongly Agree with Statement: I Try To Get Plenty of Fiber in My Diet, 2004 (U.S. adults)
  • Table 7-9: Demographics for Adults Who Use Energy Bars, 2004 (U.S. adults)
  • Table 7-10: Usage Indices by Energy Bar Brand Among Adults Who Strongly Agree with Statement: I Try To Get Plenty of Fiber in My Diet, 2004 (U.S. adults)
  • Table 7-11: Demographics for Adults Who Most Often Use Fiber Products by Type: Grain Bread, 2004 (U.S. adults)
  • Table 7-12: Usage Indices Among Strongly Fiber-Conscious Consumers by Bread Brand and Preferred Product Type: Grain, Bran, Multi-Grain, Oat, and Whole Wheat, 2004 (U.S. adults)
  • Table 7-13: Demographic Indexes by Type of Bread Used Most Often: Grain vs. White, 2004 (U.S. adults)
  • Table 7-14: Demographics for Adults Who Most Often Use Fiber Products by Type: Grain Crackers, 2004 (U.S. adults)
  • Table 7-15: Demographic Indexes by Type of Snack Cracker Used Most Often: Grain vs. Butter-Flavored, 2004 (U.S. adults)
  • Table 7-16: Demographics for Adults Who Most Often Use Fiber Products by Type: Whole Wheat Flour, 2004 (U.S. adults)
  • Table 7-17: Demographic Indexes by Type of Flour Used Most Often: Whole Wheat vs. All-Purpose/White, 2004 (U.S. adults)
  • Table 7-18: Demographics for Adults Who Most Often Use Fiber Products by Type: Brown Rice, 2004 (U.S. adults)
  • Table 7-19: Demographic Indexes by Type of Rice Used Most Often: Brown vs. White, 2004 (U.S. adults)

Chapter 8: Looking Ahead

• Trends and Opportunities
  • New Labeling Standards Needed
  • Proprietary Symbols Headed for Trouble
  • Opportunities in Product Formulation
  • Honing In On Specific Health Benefits
  • Playing the Weight Card
  • More “Grab and Go” and Convenience Foods
  • Trends in Product Fortification
  • Snack Nuts and Baking Nuts to Reap New Benefits
  • Table 8-1: IRI-Tracked Sales of Snack Nuts and Baking Nuts, 2000-2004 (in millions of dollars)
  • Snack Nuts Get New Focus on Nutrition
  • Table 8-2: Top 10 Marketers of Snack Nuts by IRI-Tracked Net Sales Increase, 2000-2004 (in millions of dollars)
  • Table 8-3: Top 10 Marketers of Cooking/Baking Nuts by IRI-Tracked Net Sales Increase, 2000-2004 (in millions of dollars)
  • Branching Out in Additional Categories

Appendix: Addresses of Selected Marketers