Whole-Wheat Flour Market Report

The increasing acceptance of handmade and natural foods is further fueling the whole-wheat flour market. Consumers have a preference for goods produced from raw, natural components. Whole wheat is an unrefined wheat that is ideal for making handmade breads, pastries, and other baked items. Moreover, organic whole wheat flour is witnessing rapid expansion, so consumers can afford to shell out a higher price for organic products because of its claimed health advantages and environmental sustainability. According to NIH, wholegrain wheat flour has 10.3-15.5% of total dietary fiber, while white flour has only 1.9-6.3%.

Studies have shown that dietary fiber, particularly those found in whole grain products, can considerably reduce insulin and glucose responses, lowering the risk of developing type 2 diabetes. According to IDF forecasts, by 2045, one in every eight people, or roughly 783 million, will have diabetes, representing a 46% rise. Furthermore, consumers prefer products manufactured with natural and minimally processed components, which boosts the appeal of organic and non-GMO whole wheat flour. For example, One Degree Organic Foods claims their organic sprouted whole wheat flour is a non-GMO-verified product.

People who find whole wheat flour heavily dense or difficult to digest may also prefer refined flour because it has less fiber. Refined wheat flour has a smoother texture and a longer shelf life than whole wheat flour, making it a popular choice among some consumers and bakery applications. Additionally, the growing awareness of celiac disease and gluten sensitivity has led to a surge in demand for gluten-free alternatives. Consumers are increasingly opting for products made with flours like rice, almond, and coconut, impacting whole wheat flour sales.

In addition, the brief shelf life requires speedy distribution channels and effective logistics to reduce product spoilage. This could raise costs of operation for manufacturers and distributors, which results in increased prices for consumers or reduced profits for businesses. Thus, the cost of whole wheat flour is frequently higher than that of refined flour because of the extra processing needed to preserve the bran and germ. In regions with high price sensitivity, cost-conscious consumers may be discouraged from selecting whole wheat flour due to the price gap.

Major market players make use of marketing strategies focused on new product launches, mergers, and acquisitions in order to enhance their consumer base and improve their product portfolio. For example, in March 2024, King Arthur Baking Company, a prominent baking company in the United States, is expected to remain at the at the forefront of baking innovation by introducing its latest premium mixes, Savory Bread Mix Kits. Comprised of four flexible options, such as Pull-Apart Garlic Bread, Soft & Chewy Pretzel Bites, Crisp & Airy Focaccia, and Perfectly Tender Flatbread, these mix kits highlight the company's dedication to providing a tasty baking experience for bakers at any proficiency level. Moreover, in September 2023, King Milling Co., one of the biggest flour millers in Michigan, revealed its intentions to construct a new mill in Lowell for US$42 million. The latest milling unit will be able to produce 7,500 cwt of flour per day, bringing the total capacity of the Lowell mill to 24,500 cwt per day. The fourth milling unit at the location will focus mainly on producing hard wheat flour.

Earlier, in September 2020, Siemer Milling Company in Hopkinsville, KY, raised production capacity by installing a new whole wheat milling unit and is also enlarging the current C Mill. The recently built D Mill is a 2000 cwt/day facility specifically for producing whole wheat flour. The focal point is Bühler's newly launched Multimpact Hammer Mill. The Multimpact is efficient with energy and can produce whole wheat flour in various sizes for a wide range of uses in a flexible manner.

North America is expected to hold a significant share of the whole wheat flour market during the forecast period. In North America, especially in the US and Canada, there is a growing focus on health and wellness among the population. Wellness is regarded as a top or significant concern by 82% of consumers in the US. There is an increasing recognition of the advantages of whole wheat flour, which is high in fiber, vitamins, and minerals in comparison to refined white flour. The movement towards eco-friendly and pure items is also a key force behind the growth of the whole wheat flour industry in North America. Consumers are prepared to shell out extra money for organic whole wheat flour, which they believe is devoid of harmful chemicals and pesticides. On the other hand, the Asia-Pacific region is expected to grow at the fastest pace in the global whole wheat flour market during the forecast period. Wheat flour, an essential component in numerous convenient food items such as bread, pasta, and snacks, is in high demand because of the fast-paced nature of modern lifestyles. Moreover, people in the Asia-Pacific region are gradually incorporating more wheat-based products into their diets, potentially replacing some rice consumption.