World Grain - September 2011 - 98

FEATURE: WHOLE WHEAT FLOUR OUTPUT KEEPS CLIMBING

while the median change was a Harriman sees no shortage modest 5,664-cwt increase. of reasons to expect consumpWhole wheat share of Whole wheat ﬂour production tion of whole grains to climb U.S. flour production at eight of the 24 milling comfurther. While up sharply in repanies supplying data was a ﬁgcent years, whole grains intake 2010-11 5.0% ure equating to more than 5% of accounts for only a fraction of the company’s total wheat ﬂour grains intake overall. 4.6% 2009-10 production capacity (based on “The dietary guidelines say a six-day grind). Of the eight, make at least half your grains three had whole wheat ﬂour whole,” she said. “So we should 4.0% 2008-09 production that exceeded 10% get there eventually.” of the company’s milling capacIn addition to the 2010 edi2007-08 4.0% ity, with the top ﬁgure at 18.5%. tion of the Dietary Guidelines for Nine companies indicated whole Americans, which she said should wheat ﬂour production at less be helpful, Harriman said new Flour production change, whole than 3% of milling capacity. school meal guidelines, specifyFor a second straight year, whole ing inclusion of whole grains, will wheat and non-whole wheat wheat ﬂour production growth was boost demand as well. 1,000 cwts 12,000 even more impressive when semoShe also mentioned the federal Whole wheat lina and durum ﬂour were exclud- 10,000 government’s Interagency WorkNon-whole wheat ed. At 19,393,200 cwts, production 8,000 ing Group Proposal for marketTotal of non-durum whole wheat ﬂour 6,000 ing to children, which she said 4,000 was up 1,553,400 cwts, or 9%, 2,000 should be a positive impetus for from 17,839,800 cwts in 2009-10. whole grains. 0 The growth rate compared with -2,000 Expanding on the positives in 14% in 2009-10, 2.6% in 2008-09 -4,000 the dietary guidelines, Harriman -6,000 and 3% in 2007-08. said the 2010 edition better re2004 2005 2006 2007 2008 2009 2010 2011 Whole wheat ﬂour ex-semoﬂects marketplace realities. Crop year ended lina accounted for 5.1% of total “In 2005, all they said was: non-durum whole wheat ﬂour produc- with the Whole Grain Stamp outsell ‘You need to get three servings, and tion in 2010-11, up from 4.6% in 2009- products without the stamp. It’s a bit here’s what a serving is,’” she said. 10 and 4.1% in 2008-09. like the blind men and the elephant. You She said the 2010 guidelines offer Production of whole wheat durum need all the data to get the full picture various ways to achieve whole grains semolina totaled 1,180,000 cwts in of the market. These ﬁgures offer some targets, including consuming products 2010-11, down 10% from 1,315,400 real solid foundational data.” with a whole grain health claim or with cwts in 2009-10. Whole wheat semolina While heartened by the ﬁgures, Har- stamps saying products have at least 8 equated to 3.6% of total semolina pro- riman said she was not surprised by the grams of whole grains. duction, down from 4.2% in 2009-10, growth. The improvement was con“It supports the way most people are but up from 2.9% in 2008-09. sistent with a theme the Whole Grains eating their whole grains,” she said. Council has been emphasizing, which is “You aren’t a failure if you aren’t eating ‘HEARTENED’ BY SURVEY RESULTS that whole grains are no longer the ex- a food that is 100% whole grain. There Asked to comment on the data, Cyn- ception, something unusual, she said. are so many products that are made with, thia Harriman, director of food and nuShe cited a Kellogg Co. 2009 study in maybe half with whole grains. These trition strategies at the Whole Grains which 36% of consumers cited “I enjoy transition products help people move in Council, described the production the taste” as a reason to eat whole grains. the right direction, and they weren’t ingrowth ﬁgures as “heartening.” “In 2006 the ﬁgure was only 13%, and cluded in the 2005 guidelines.” “I ﬁnd it is difﬁcult to put your ﬁn- we thought that was pretty good,” she ger on exactly what is happening in the said. “At the time we thought, ‘Wow, Josh Sosland is editor of Milling & Baking News, sister publication of World Grain. He may be whole grains market,” she said. “There some people say they like the way whole reached at jsosland@sosland.com. is no one set of data that offers the grains taste.’ The two studies were difwhole picture. NPD ﬁgures show con- ferent surveys and groups, so they aren’t We want to hear from you — Send comments and sumption up 20% between 2005 and completely analogous, but this gives you inquiries to worldgrain@sosland.com. For reprints of 2008. We have data indicating products an idea of what is going on in the market.” WG articles, e-mail reprints@sosland.com.
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