Whole Wheat Bread Sales Top White, Establishing Importance of Healthier Flours

Dollar for dollar, Americans are paying more for their wheat bread, and they're happy to do it.

At least, that's the message that can be inferred from the fact that dollar sales of packaged wheat bread have surpassed white bread for the first time in U.S. history.

Pre-packaged white bread has been an American staple since the early 20th century, when companies such as the ever-popular Wonder Bread began to market loaves that had been prepared and sliced in advance.

But the flour used in making white bread isn't nutritionally dense, leading to fortification, and in recent years, the growing popularity of healthier wheat breads.

White bread is made of flour that has its grains crushed fine in the process of milling. This process removes the fiber of the flour, as well as the oils that could lead the bread to go bad sooner.

So while white bread lasts longer, it isn't as good for you as bread that hasn't been refined in the same way.

In the last 15 years the popularity if wheat bread has been brought about by diets that focused on the importance of fiber and nutrients. And while the purchase of white loaves still outnumbers the purchase of wheat loaves, the fact that Americans are willing to pay so much more for healthier bread says a lot about the current health trends going on in the U.S.

For food manufacturers and distributors, this news only supports the notion that offering consumers healthy alternatives, including whole grain flours, is a wise move.

The days of people enjoying white flour items - including pastries, breads, and processed foods - aren't over by any means. However, the market for healthier flours and breads is a strong one that seems resilient, even in the face of the current economic downturn.