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

 
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Published Apr 1, 2009 | 187 Pages | Pub ID: LA1914576

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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.

Read an excerpt from this report below.

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 J une-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