Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming...

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State of the Grain Market: Issues and Scope Colleen M. Zammer Director of Marketing

Transcript of Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming...

Page 1: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

State of the Grain Market:Issues and Scope

Colleen M. Zammer Director of Marketing

Page 2: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

Framing the Issues

Driving force behind whole grain consumption is a preventive approach to disease risk factors

Obesity and Diabetes are preventable risk factors for cardiovascular disease, the #1 killer worldwide

Nutrition research studies around the globe demonstrate that dietary changes such as increased whole grain consumption can mitigate these risk factorsNon-nutritionists have contrary opinions and media agents

Manufacturers are responding with whole grain products, but consumption has a long way to go

Factors such as taste, performance, cost and availability compete with inherent nutritional value of whole grains

Creative companies have developed solutions to overcome some of these challenges and sometimes it takes a village

Page 3: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

Global Risk FactorsDiabetes and Obesity are major, preventable, risk factors for

Cardio Vascular Disease world-wide.

Dr. Margaret Chan, Director General WHO

Dr. Walter WillettChair, Dept. of Nutrition

Harvard School of Public Health

Obesity

Diabetes

Page 4: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

The ScienceTHE MAIN BENEFITS OF WHOLE GRAINS Stroke risk reduced 30-36% Type 2 diabetes risk reduced 21-30% Heart disease risk reduced 25-28% Better weight maintenance

BMC Medicine

Page 5: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

Media Influencers Say…

Page 6: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

Global New Product LaunchesClaiming Whole Grains

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Page 7: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

Leading Categories Worldwide

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Page 8: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

Whole Grain Product Launches Global Distribution

Europe

North America

Asia Pacific

Latin America

Middle East & Africa

10,000 products44 Countries

Page 9: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

Industry Hurdles

Performance

Supply Chain

Affordability

Perception

Taste

Page 10: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

Industry Effort!

Manufacturer

Distributor

Retailer/Restaurant

Processor

Grower

Page 11: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

Success!

Page 12: Issues and Scope - Oregon State University · 2015. 7. 30. · Global New Product Launches Claiming Whole Grains 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 Europe North

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