Good-for-you breads rise in 2010

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The functional food market continues to grow with new whole grain products taking the lead, according to market research firm Mintel's findings published on September 17.

Since 2005, the Mintel Global New Products Database (GNPD) calculates that 3,700 products have been launched with a "whole grain" claim in the United States.

A senior analyst at Mintel David Browne added, "2010 has been particularly strong so far, with 651 whole grain products launched across all food categories in the US. At this rate, 2010 should be the biggest year ever in terms of total whole grain product launches."

The consumer appeal may be credited to the "Whole Grain Stamp" of the Whole Grains Council currently found on over 4,400 products in 21 countries worldwide.

The director of consumer insights at first natural foods data company SPINS, Mary Ellen Lynch, noted, "substantial sales growth is due primarily to performance of Whole Grains Council-certified natural bread and baked goods (up 221%); salty/savory snacks (up 133%) and energy bars (up 76%)" and "naturally positioned dry grocery products with the Stamp grew 16% for the 12 week period ending August 7, 2010, versus a year ago."

According to the MayoClinic.com, an online companion to the US-based renowned medical research center, whole grains are essential to one's diet because they are naturally low in fat and high in fiber, vitamins, minerals and other important nutrients like selenium, potassium and magnesium.

To look for products that carry the stamp including breads, soups, dairy, sweets, snacks and drinks, go to: http://www.wholegrainscouncil.org/find-whole-grains/stamped-products