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“Whole Grain” Are The Two Magic Words For Bread-Buying Consumers

September 17, 2010: 12:42 AM EST

Food products bearing the label “whole grain” have caught on in a big way among health-conscious American consumers, and the industry is taking full advantage of the trend. Researcher Mintel says 651 whole grain products have been launched so far this year, making 2010 a banner year for new whole grain product introductions. Fueling the trend is the fact that consumers trust the Whole  Grain Stamp from the Whole Grains Council. SPINS, which tracks retail food sales, says that combined channel sales of grocery products with the Stamp grew 16 percent for the 12-week period ending August 7, 2010, versus a year ago. Sales of bread with the Stamp rose 172 percent ($7.4 million). Mintel says whole grains are second only to price as the key factor in bread purchases.

"A host of whole grain products driving sector’s growth", Mintel, September 17, 2010, © Mintel International Group Ltd
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