11.01.10
More than 3700 products with a “whole grain” claim have been launched in the U.S. since 2005, according to recent research from Mintel Global New Products Database (GNPD). David Browne, senior analyst at Mintel, notes, “2010 has been particularly strong so far, with 651 whole grain products launched across all food categories in the U.S. At this rate, 2010 should be the biggest year ever in terms of total whole grain product launches.” Since 2005, the whole grain product claim has consistently been in the top 20 among all food and beverage claims, according to Mintel. Furthermore, the share of all products with whole grain claims has gone up consistently since that time. In 2005, just 2.3% of all new product launches had a whole grain claim, whereas in 2010, this has grown to 5.6%.
