Dive Brief:
- The Economic Research Service of the U.S. Department of Agriculture reported that grain-based foods held their position as the top food group in the American diet between 2000 and 2010, according to Baking Business.
- The report, “A Look at Calorie Sources in the American Diet,” written by USDA agriculture economist Sarah Rehkamp, showed that grains totaled 581 calories in 2010, a decrease of 2.5% from 596 calories a day in 2000.
- Following grains, the second largest source of calories in the diet was added plant-based fats, coming in at 518 per day, an increase of 8% from 480 calories in 2000.
Dive Insight:
The global market for whole grain and high-fiber foods is expected to reach $27.6 billion by 2017, according to the Whole Grains Council.
It’s no wonder the average American diet is still dominated by grains, despite the rise of consumer avoidance of gluten. With the latest USDA food pyramid, grains are recommended at 6-11 servings a day, and a growing number of nutritionists are championing them. Ancient grains like quinoa and millet are also becoming trendy among shoppers because of real and perceived health benefits; ancient grains are more nutritious than modern grains, according to the Whole Grains Council.
Food manufacturers are following this trend closely, and many are introducing innovative products in terms of taste, flavor and variety, as they look to expand the market for these foods. Many products are now promoting their grain content right on the label and in marketing materials.