The global market for whole grain and high fiber foods is projected to reach $29.5 billion by 2020, driven by growing consumer focus on health and well-being, and increasing awareness over the benefits of whole grain and fiber rich diet, according to a new report from Global Industry Analysts, Inc. titled “Whole Grain and High Fiber Foods: A Global Strategic Business Report.”

Whole grains and high fiber foods are vital for health maintenance. Whole grain foods consist of all essential nutrients such as phytochemicals, fiber, selenium, potassium and magnesium. With several studies corroborating the health risks posed by excessive consumption of processed foods, consumers are increasingly including higher quantities of whole grain and fiber into their regular diet. Growing awareness regarding health benefits offered by whole grains is also encouraging the shift toward these foods. Fiber foods are also gaining from research studies highlighting the effectiveness of these foods in preventing and curing certain gastrointestinal diseases and conditions.

With consumers actively seeking alternative foods that offer improved nutrition, taste and health benefits, the baked foods and snacks market is witnessing a pronounced shift toward healthier alternatives. To capitalize on the trend, snack manufacturers are reformulating products for ensuring conformity with existing health recommendations. The trend has further led to higher consumption of whole grain based cereals. Dietary fibers are gaining widespread acceptance in the functional foods sector. For instance, ready-to-drink beverages are being fortified with soluble dietary fibers.

Foods made from sprouted whole grains are growing in popularity, especially among people with a sensitive digestive system, as they are low in glycemic impact and also have lower calories and higher nutritional value. Another key trend is inclusion of ancient grains in modern diets. Rich in fiber, antioxidants and essential nutrients, ancient grains such as quinoa and amaranth are rapidly gaining in popularity. Consumption of blended flours is also increasing among consumers who wish to consume whole grains but are averse to the taste, flavor and texture of whole grain flour or products.

The U.S. represents the largest market worldwide while Asia-Pacific ranks as the fastest growing market with a projected CAGR of 9.2% over the analysis period. Rising disposable income, booming food retail sector, adoption of healthy lifestyles and increased spending on premium foods represent major growth drivers in the market.