Wheat germ is one of the most complete natural food supplements which add rich and balanced nutrients to the diet. It is one of the edible parts of the wheat kernel that consists of three different parts the bran, the germ, and the endosperm. It is produced when the wheat grains are processed for wheat flour. Wheat germ flour has been suitable to use in a variety of food products due to providing a better texture and taste along with the additional health benefits. Wheat germ contains essential nutrients such as vitamin E, folic acid, phosphorous, thiamin, and zinc which makes wheat germ flour an excellent ingredient for food products.

 

With the increasing urbanization and fast-paced lifestyle of consumers, there is very little time left for choosing healthy food products. Consumers neglecting the nutritional contents of their daily consumption habits is also raising concern for health problems. Thus there is an increasing demand for healthy food products in the market. Wheat germ flour is one of the healthy alternatives available for consumers that have a high protein content. Consumption of wheat germ flour can improve muscle development and provide high energy. Wheat germ flour has a high nutritional content and is an excellent product for boosting cardiovascular function and stamina. Thus with the rising demand for healthy food products, the demand for wheat germ flour is also expected to register significant growth rate during the forecast period.

 

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There is an ever-growing demand for healthy food products, thus wheat is one of the majorly consumed grains across the globe. The high demand for wheat flour in the food and beverage industry, bakery industry, and foodservice industry is creating the possibility for new types in the market. The changing consumer preference towards consumption of organic products is also expected to impact the organic ingredient market, thus increasing demand for organic products in developing countries. The advancements in technology and the ability of the manufacturers to produce wheat germ flour has created a new market opportunities for wheat product manufacturers.

 

The vegan trend among the consumers is on the rise with the growing awareness and consumers switching to simpler eating habits. Wheat germ based food products is a major part of plant-based diets, which is progressively creating better growth opportunities for wheat germ ingredients including wheat germ flour. With high dietary fiber and protein content, wheat germ flour certainly is a beneficial ingredient for plant-based diets. Additionally, plant-based proteins are lower in calories and fat than animal proteins, along with essential nutrients and fibers. Wheat germ flour having application in various snacks, baked goods, cookies, chips, and crackers, the healthy snacking trend is also expected to increase the use of health beneficial wheat germ flour. Moreover, the growing consumption of baked snacks is also promoting the use of wheat germ flour across various food and beverage segments.

 

The ever-growing demand for healthy and nutritious food products will influence the demand for wheat germ flour in the market owing to its high nutritional content. Moreover, the growth in the foodservice industry will also play a major role in the consumption of wheat germ flour. Besides, North America is expected to be the most potential market for wheat germ flour with rising concern among the consumers about health and wellness. The consumption pattern of consumers is shifting towards healthy and organic foods, which is subsequently impacting the wheat germ flour market. With the presence of many key players in the region, there will be a high influence on the wheat germ flour market. Thus increasing the application of wheat germ flour and wide acceptance of consumers will also help in the growth of the global wheat germ flour market.

 

The considered high demand for bakery products in the European market owing to bread being the staple food among consumers. Consequently, with the innovative approach applied in the bakery industry with the inclusion of healthy flours is expected to boost growth for wheat germ flour. Thus growing bakery industry in the region is creating space for wheat germ flour manufacturers to expand their product portfolio in European region.

 

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Some of the key players offering wheat germ flour in the product portfolio are Interquell GmbH, Ma yushan food industry co. ltd., Bob's Red Mill Natural Foods, ARDENT MILLS, Siemer Milling Company, Archers Daniels Midland Company, Central Milling, Bay State Milling Company, Cargill, Inc, ABC International, and others.

 

The key players operating in the wheat germ flour market invested in increasing their production facility and installing new technology to streamline their production process. The players also expanding their global distribution by partnering with different distributors to create more awareness among the consumer about wheat germ flour products.

 

The entire world is facing an unprecedented threat with consequences for the world economy from the COVID-19 pandemic. As a result of the pandemic, the food and beverage industry is likely to face repercussions. There has been a major shift in food consumption and eating habits, especially with new concerns such as hygiene, social distancing norms, and health care protection that have now come to light and will affect the current and future market. Closure of processing units in mid-2020 impacted the market volume of wheat germ based bakery products for certain times. Additionally, these aspects are also monitored for imported food products in the food and beverage industry.

 

A sustainability trend is expected to occur for food and beverage manufacturers after this pandemic. Reshaping of the supply chain is essential for food ingredient manufacturers due to problems that occurred during the pandemic. The manufacturers have understood there is a high demand for having an online presence to effectively distribute their products. To enable future supply chain, food and beverage manufacturers need to have long-term contract should be made with domestic, and regional level suppliers, as these will help the companies to meet any future contingencies like coronavirus pandemic. This pandemic is expected to have a low impact on the wheat germ flour market for the next two to three quarters.