The whole grain and high fibre food market will reach €15bn by 2010

According to a new report by Global Industry Analysts the baked whole-grain snacks market has the most potential for growth, the report said, and sales of foods such as oven baked rice crisps are predicted to experience an accumulative growth rate of eigh

The findings suggest consumers worldwide are becoming increasingly aware of the
health benefits of these kinds of foods, contrary to earlier reports that
claimed that the sales and consumption of high fibre foods are low.
According to the report, consumers in North America and Europe are most
conscious of the advantages associated with eating whole grains. The US is the
largest market, with an estimated $5.6bn (€4.1bn) in 2006, while
Europe is expected to have a 29 per cent share of the market by 2010.Emerging
markets in Asia are also experiencing considerable growth, the analysts
said.They predict that Asia-Pacific, including Japan, will witness the fastest
growth rate, around seven per cent, with China not far behind.