CHICAGO — This year is set to be the biggest for launches of new products making whole grain claims, according research firm Mintel, based here, in partnership with SPINS. The past eight months have seen 651 such releases across all food categories.
The bread market may be seeing the greatest lift. SPINS noted that sales of "natural" loaves that contain the Whole Grains Council Stamp increased 172% over the past year. Consumers cite whole grains as the second most important factor in purchasing bread, trumped only by price, the report noted.
"Innovations in unexpected places, including beverages and dairy products, will also drive sales," said David Browne, senior analyst with Mintel, in a statement.
The momentum with whole grains has been building steadily over the past several years. In 2005, only 2.3% of all new products made whole grain claims. That percentage has more than doubled since then, to 5.6% this year.