Whole Grain Statistics
Whole grains are growing at a remarkable rate – proving in market after market that consumers worldwide are beginning to understand the importance of enjoying more whole grains. To help those of you in the media paint the complete picture, we've collected industry figures, and reports from our members on this page, to document the whole grain surge.
Success & Awareness of the Whole Grain Stamp
As of July 2010, the Whole Grain Stamp is now on
• over 4,000 different products
• in 21 countries: the United States, Canada, the UK, Ireland, New Zealand, Mexico, the Dominican Republic, China, Guatemala, Honduras, El Salvador, Nicaragua, Brazil, Panama, Venezuela, Chile, Argentina, Peru, Uruguay, Colombia, and Costa Rica.
Consumers saw the Stamp on grocery shelves more than a billion times during 2009. Click here to learn more about the success of the Whole Grain Stamp.
U.S. Whole Grain Consumption Up 20% from 2005 to 2008
NPD Group, a global provider of consumer and retail market research information,
has provided the Whole Grains Council with proprietary data showing whole grain consumption in the decade from 1998 to 2008.
First the good news. According to NPD Group:
Consumption overall rose 20% from 2005 to 2008, after remaining steady from 1998 to 2005.
18 to 34 year olds, as a group, increased the most, with consumption rising 38% from 2005 to 2008.
60% of Americans consumed at least one whole grain product during a typical two-week period in 2008, up from 35% in 2006.
Whole Grain Growth Worldwide, 2000-2009 
New product launches of foods making a "whole grain" claim have grown sharply since 2000. In fact, according to the Mintel Global New Products Database, in 2009 more than 18 times as many new whole grain products were introduced worldwide as in the year 2000. (Data for 2010 are for Jan 1 through June 30.)
| whole grain launches | increase over year 2000 | increase over previous year | |
| 2000 | 164 | -- | -- |
| 2001 | 264 | 61% | 61% |
| 2002 | 321 | 96% | 22% |
| 2003 | 417 | 154% | 30% |
| 2004 | 674 | 311% | 62% |
| 2005 | 855 | 421% | 27% |
| 2006 | 1601 | 876% | 87% |
| 2007 | 2262 | 1279% | 41% |
| 2008 | 2883 | 1658% | 27% |
| 2009 | 3006 | 1733% | 4% |
| 2010 | 1628 | N/A | N/A |
WG New Product Launches by Category
Again according to Mintel, bakery, breakfast cereals and snacks now account for the largest number of new product introductions, with side dishes and meals gaining quickly. (Data for 2010 are for Jan 1 through June 30. This table got too wide so we eliminated alternate years – email us if you want the "odd" years.)
| Category | 2000 | 2002 | 2004 | 2006 | 2008 | 2009 | 2010 |
| Baby food | 3 | 7 | 8 | 29 | 55 | 77 | 29 |
| Bakery | 84 | 158 | 337 | 639 | 1092 | 1206 | 644 |
| Breakfast Cereals | 37 | 74 | 175 | 414 | 824 | 828 | 453 |
| Meals & Entrees | 7 | 11 | 25 | 71 | 127 | 95 | 46 |
| Side Dishes | 18 | 47 | 49 | 127 | 250 | 283 | 153 |
| Snacks | 2 | 17 | 57 | 286 | 435 | 359 | 230 |
| Other | 13 | 7 | 23 | 35 | 100 | 158 | 73 |
| Total | 164 | 321 | 674 | 1601 | 2883 | 3006 | 1628 |
Surveys: Consumers seek out whole grains
Whole Grains Up, Refined Carbs Down more every year
When consumers were asked to “Please indicate whether you are trying to consume more or less of the following,” they said they were seeking out whole grains:
| 2006 | 2007 | 2008 | 2009 | |
| "I'm trying to consume more whole grains" | 68% | 71% | 78% | 81% |
| "I'm trying to consume less refined grains" | 56% | 61% | 65% | 67% |
IFIC Food and Health Surveys 2006-2009: Consumer Attitudes toward Food, Nutrition & Health
performed annually by the International Food Information Council.
Whole Grains among top Functional Foods
83% of consumers named "whole grains and reduced risk of heart disease" when asked about their awareness of various foods and their health benefits. Two years ago, in 2007, only 72% were aware of the whole grain/heart link. Only Calcium/bone health and Vitamin D/bone health scored higher. In the same leading national survey, consumers named fiber (37%), whole grain (34%) and protein (28%) as the three food components they were most likely to choose to improve their own health – and calcium (39%, Citamin C (31%) and whole grain (26%) as the three they'd seek out most often for their kids' health.
2009 IFIC Functional Foods / Foods for Health Consumer Trending Survey, August 2009, performed every 2-3 years by the International Food Information Council.
Americans Believe Whole Grains are Healthiest Foods
Whole grains topped the list when consumers were asked to pick the healthiest foods from a list of 70 foods and beverages generally considered good for you – and garnered fourth place, too, with oatmeal. Whole grains scored 59.5%, followed by broccoli (57.6%), bananas (56.9%), oatmeal (56.1%), green tea (55.1%), garlic (54.6%), spinach (54.6%) and carrots (52.4%).
Decision Analyst, February 2008
Consumers are Boosting their Intake
"Whole grains are of mounting interest to the US shopper. Sixty-one percent of shoppers report boosting their intake of whole grains in the past two years. This represents a spke of 17 points since the previous report in 2005 and a 27-point jump since the 1998 report."
The 2007 HealthFocus Trend Report, A National Study of Public Attitudes and Actions Toward Shopping and Eating
Whole Grains and Fiber Take 3 of Top 6 Spots
When consumers were asked, unaided, to name a specific food or component with health benefits, these were the top six foods named. Compared to a similar survey two years earlier, awareness of whole grains grew 25% from 2005 to 2007.
1. Fruits and vegetables
2. Fish, fish oil, seafood
3. Milk
4. Whole Grains
5. Fiber
6. Oats, oat bran, oatmeal
When asked about the specific benefits of the top functional foods, 72% of these consumers (again unaided) associated whole grains with benefits related to cardiovascular disease, and 86% associated both fiber and whole grains with intestinal health.
2007 Consumer Attitudes toward Functional Foods / Foods for Health. IFIC, October 2007
Taste Becomes One of Many Motivators
While it is commonly believed that many consumers eat whole grains despite their stronger taste, we are learning that some consumers have come to prefer the fuller, nuttier taste of whole grains – and only ten percent of those survey reported never eating whole grains.
“What is your primary reason for choosing to eat whole grain products?”
Nutritional value ...32%
Increased fiber ...31%
Better taste ...13%
Reduced calories ...4%
Change of pace ...4%
Less refined grains ...3%
Other ...5%
None – I don’t eat them ...10%
Harris Interactive Survey of 1,040 adults, conducted January 2006, titled “Healthy Eating: Impact on the Consumer Packaged Goods Industry”
Whole Grains are Hot Trend for Restaurants in 2008, 2009
All signs point to strong growth in whole grains in the restaurant sector.
Whole Grains and Health among Top Trends for 2009
Two surveys from the National Restaurant Association name whole grains as a hot trend for 2009. In the NRA's annual Chef Survey, 1600 kitchen maestros named quinoa the top trend in side dishes, while ancient grains garnered third place in "other food items/ingredients." In the category of "Culinary Themes," nutrition and health took first place.
In a separate survey, NRA members were asked "What trend do you see accelerating the most in 2009?" Taking first place - even over "productivity enhancements to offset rising costs" was "Increasing attention to health/nutrition." The bottom line: whole grains will continue to accelerate in 2009, and the WGC will be there to help consumers and manufacturers benefit.
National Restaurant Association, December 2008
Whole Grain a Top Menu Trend for 2008
Mintel Menu Insights, by tracking restaurant menus across the country, identified 8 top restaurant trends for 2008 and "Grain Goodness" was Number 4. "With the health benefits of whole grains becoming more widely know," stated Mintel, "certain nutritious grains will grow on the American restaurant menu. Kamut, quinoa, barley and millet pack a worldly punch along with healthy, esssential nutrients. These grains are the ideal backdrop for tomorrow's innovative ethnic flavor and health trends."
Wheat Bread Tops Sandwich Choices
A 2007 report from the International Dairy, Deli and Bakery Association (IDDBA) ranked the top 10 favorite breads for luncheon sandwiches. Wheat was number one, followed by Submarine/French (2), Multigrain (3), Sourdough (4), Croissant (5), Rye (6), Tortilla (7), White (8), Flatbread (9) and Pita (10).
Chefs Vote for Whole Grain Bread
In October 2007, the National Restaurant Association asked 1282 chefs to rate 194 different culinary trends as "hot," "passé," or "perennial favorite." 28% rated whole grain bread as a perennial favorite, with another 56% rating it "hot."
Whole Grain Flour Production up 26% in 1 Year
“The 26% growth in whole wheat flour production [in] 2005-06 represented an extra-ordinary pace of increase for an industry as mature as grain-based foods.”
World-Grain.com / Milling & Baking News, May 2007
| Year ending... | hundredweights (cwts) of whole grain flour | increase over previous year |
| May 31, 2003 | 7,133,000 | --- |
| May 31, 2004 | 8,559,600 | 20% |
| May 31, 2005 | 9,844,000 | 15% |
| May 31, 2006 | 12,386,000 | 26% |
| May 31, 2007 (projected) | 15,482,500 | 25% |
Market growth Q1 2005 vs Q4 2004
According to market research AC Neilsen, the whole grain market grew rapidly at the beginning of 2005:
| category | increase |
| Frozen whole grain prepared foods | 168% |
| Whole grain pasta | 27.4% |
| Whole grain cereal | 8.3% |
| Whole grain bread & baked foods | 7.4% |
More Growth, Year Ending June 18, 2005
| category | increase | sales now |
| WG cookies | 1364% | |
| WG muffins | 287% | $23.4m |
| WG buns (fresh) | 23% | $22m |
| WG bread & baked goods | 18.3% | $1.1b |
| WG crackers | 10.2% | $330m |
| WG cereal | 0.8% |
This growth compares to less than one percent growth in the whole grain market overall between 2000 and 2004.