The global market for whole grain and high fiber foods is forecast to reach $28 billion by the year 2017, according to a new report from Global Industry Analysts (GIA), San Jose, CA. Key factors driving market growth include introduction of new and innovative products with improved tastes and flavors; increasing attention toward health and growing consumer awareness; release of the new Dietary Guidelines for Americans, as well as the MyPyramid food guidance system; and increasing popularity of high-fiber diets. Additionally, the growing health concerns pertaining to conditions, such as childhood obesity, geriatric nutrition and diabetes in the U.S., are also expected to drive the demand for whole grains and high fiber foods. Although both whole grains and fibers are vital for ensuring optimal health benefits for human beings, whole grains are being promoted extensively as they are also abundant in fiber content. Besides, fiber consumption is being promoted through increased emphasis on its health benefits, particularly with respect to energy management and gut health.