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The growing awareness of healthy foods among consumers has led to the exploration and incorporation of nutritious ingredients from natural sources in food production. The global wheat bran market is witnessing promising growth attributed to the growing demand for high fibre breakfast products. Wheat bran is the outer hard layer of the wheat grain which is removed while wheat processing. It is rich in minerals, fibre, B vitamins and bioactive compounds which are known to possess health-promoting properties. The use of wheat bran for human consumption has increased gradually over the years as the demand for breakfast cereals increased.
Wheat bran is also extensively used for the other applications in the food industry. Utilization of modified wheat bran can add several properties to the final food product and can impart functional properties to it. Milled wheat bran with the reduced particle size can enhance firmness and the mouthfeel of the bakery product. Wheat bran can be used as an additive in beverages to increase the amount of dietary fibre. Beverage enriched with wheat bran increased the satiety and feelings of fullness. The rising awareness of the benefits of prebiotic foods for the improvement of digestive health is fuelling the growth of the wheat bran market.
The increasing demand for healthy breakfast products across the globe is primarily driving the growth of the wheat bran market. The modern day hectic lifestyle and constantly evolving dietary patterns is driving the demand for ready-to-eat and on-the-go healthy meals. Consumers are becoming more aware of the health benefits associated with the consumption of foods with high fibre content. The rising demand for prebiotic foods for to improve digestive health is driving the demand for wheat bran-based breakfast cereals. The emerging trend of consuming organic products is fuelling the demand for organic wheat bran-based products.
Key Market Driver -
Rising Demand for Healthy Breakfast Products
Key Market Restraint -
Increasing Demand for Gluten-free Products
In recent years, the demand for gluten-free products is increasing across the globe owing to the rising trend of free-from foods. The excessive consumption of gluten is associated with the lifestyle related health conditions such as obesity, diabetes and cardiovascular conditions. Wheat-bran is the major source of gluten, making it unfit for the gluten-free consumption patterns. Consumers are opting for gluten-free breakfast cereals such as oat-based breakfast cereals which also serve high nutrition. The increasing demand for gluten-free products is acting as the key restraint for the growth of the market.
GoodMills Innovation GmbH, Star of the West Milling Co., Siemer Milling Company, ABF Grain Products Ltd., Harinera Vilafranquina, Karim Karobar Co. Pvt. Ltd., Wilmar International Ltd., Primus Agro Real India Ltd., Astra Alliance and Hindustan Animal Feeds Pvt. Ltd. are the key companies operating in the global wheat bran market.
The global wheat bran market is segmented by type, application and geography. Organic wheat bran-based products are expected to obtain significant market share and robust growth as compared to the conventional wheat bran in foreseeable years owing to the rising trend of consuming organic products. Organic products are perceived to be healthier as they are minimally processed and without any artificial ingredient. The demand for organic wheat bran is increasing in developed markets of North America and Europe due to the rising awareness of adverse health effects of chemicals and pesticides.
Wheat bran-based breakfast cereals are anticipated to exhibit strong growth on account of the rising demand for healthy breakfast products. High fibre content in wheat bran makes it the perfect product for breakfast that improves digestive health. The key companies are introducing wheat bran-based breakfast cereals to meet the growing demand for healthy, ready-to-eat breakfast. For example, in December 2019, Kelogg’s introduced new all-bran cereal with prebiotic fibre including wheat bran fibre, designed to support digestive health.
North America is projected to exhibit substantial growth attributed to the rising popularity of instant healthy breakfast cereals. Wheat bran-based breakfast products are gaining recognition among fitness conscious consumer base as functional foods have started becoming mainstream products of the cereal aisle. The modern-day hectic lifestyle of consumers in the region has resulted in the increased demand for healthy on-the-go wheat bran-based snacks and meals.
Europe is anticipated to witness strong growth owing to the increasing demand for wheat-bran based breakfast products that provide nutritional benefits. The growing awareness of the positive relation between fibre intake and health is fuelling the demand for wheat bran in the region. The emerging trend of clean-label products is expected to drive the demand for organic wheat bran-based products. The demand for high fibre bakery products such as cookies and bread is increasing in the developed markets of North America and Europe, contributing to the growth of the wheat bran market.
Wheat bran market is projected to witness promising growth in Asia Pacific due to rapidly evolving dietary patterns in the region. The growing popularity of on-the-go breakfast products is primarily driving the growth of the market. The rapidly growing interest in digestive health is motivating consumers to shift their preferences towards high fibre breakfast products.
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