The Europe Whole Grain and High Fiber Foods market will hit USD 19,751.2 million by 2025, with a CAGR of 4.1% bringing it to an estimated USD 29,462.3 million by 2035. The European whole grain and high fiber food market has a moderate competition, with several well-established companies trying to gain a market share through product innovation, strategic investments, and supply chain improvements.
Manufacturers are enlarging the production capacity they need to satisfy the accelerated demand for foods that contain more fiber and whole grains that people are shifting to for a healthier lifestyle. The growth in this area is more pronounced in urban places where the residents suffer from chronic diseases. Therefore, they tend to be on the lookout for the consumption of such functional foods.
To wrestle with this growing trend, producers have been involved in the manufacture of a range of food products made of clean-label and naturally sourced ingredients putting an emphasis on minimal processing and transparency in sourcing. The consumer's desire for natural ingredients has turned into a factor that forces the redesign of product formulations, as the manufacturers get rid of the use of artificial substances and find it more important to use organic whole grain sources.
The trend to eat more plant-based foods and the awareness of digestive health work together to increase demand further. Thus, producers are encouraged to broaden their product lines with gluten-free, fortified, and hybrid grain products. Consequently, some manufacturers are teaming up with local grain suppliers and inject money into technologies that will enable efficient grain milling and nutrient preservation.
With the passing of regulations promoting health-oriented food labeling and nutritional guidelines, the market situation is expected to be favorable for companies that implement consumer wellness trends, sustainability goals, and innovation in high-fiber food product formats.
| Attributes | Description |
|---|---|
| Estimated Europe Whole Grain and High Fiber Foods Industry Size (2025E) | USD 19,751.2 million |
| Projected Europe Whole Grain and High Fiber Foods Industry Value (2035F) | USD 29,462.3 million |
| Value-based CAGR (2025 to 2035) | 4.1% |
Major players in the market are Nestlé, Kellogg's, and Barilla, which have been enhancing their product offerings with wholegrain variants and nutritional innovations. Key players are expanding their portfolios to include new and plant-based products. Online channels will also help with market access.
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The Rise of Plant-based and Gluten-free Whole Grain Products
European consumers embracing plant-based diets have, in the past few years, witnessed an increasing demand for whole grain plant-based and gluten-free foods. Consumers now demand foods that fit their dietary needs but also contribute to health and wellness. The popularity of whole grain plant-based products such as gluten-free breads, cereals, and snacks has witnessed a growing demand.
Manufacturers like Warburtons and Barilla respond to this trend by developing gluten-free and vegan offerings in their portfolios. Such products are quinoa and chickpea pasta that are gluten-free, meeting the nutritional requirements of more consumers adopting plant-based diets, thereby significantly driving growth in the European whole grain market.
Clean Label and Sustainability Driven Innovation
Another trend that changes the market pattern is the need for clean-label products. More Europeans are becoming conscious about the ingredients going into their food, avoiding the artificial additives and preservatives, and all the synthetic chemicals.
This increases the demand for whole grain and high-fibre food that is more natural, transparent, and processed with minimal human intervention. With increasing awareness of high-fructose corn syrup, both companies as well as manufacturing giants like General Mills and Nestlé have streamlined their ingredient labelling while using organic grains and natural fibre. Companies are transitioning to recyclable and biodegradable packaging that reduces waste generated and utilizes sourcing ingredients sustainably.
The Europe Whole Grain and High Fibre Foods Market grew gradually but steadily from 2020 to 2024. The demand for healthier and more functional food options, including whole grains and high-fibre products, increased steadily, driven by rising awareness of the health benefits such as improved digestion and weight management.
Manufacturers have exploited these trends by spreading their products diversely in other dietary preference choices, including vegetarian and gluten-free versions. While the market moves forward toward 2025 at a steady speed, driven not only by this emerging consumer shift in lifestyle to better health but also from the ever-emerging prevalence of chronic diseases including obesity and heart disease.
Innovation in product formulations, such as high-fibre snack bars, ready-to-eat breakfast cereals, and functional bakery products, will be major growth drivers in Europe during the forecast period, coupled with a booming e-commerce landscape that is expected to widen access to these products across this region.
Some market giants are holding strong market position across the global with such strong recognition and a powerful network of marketing within wider distributions for high fibre foods market to reach larger audiences and get an upper-hand edge. These companies have increased their product offerings to include more whole grain and high-fibre products considering changing consumer preferences.
Conversely, smaller, regional players such as Warburtons and Weetabix continue to thrive in the market by focusing on niche markets like organic whole grains and local recipes. These companies serve the health-conscious consumer who is seeking specialty products such as organic breads and high-fibre snacks.
The following table shows the estimated growth rates of the top three territories.
| Countries | CAGR (2025 to 2035) |
|---|---|
| UK | 4.3% |
| Germany | 5.5% |
| France | 6.7% |
| Italy | 7.3% |
The United Kingdom is among the biggest consumers of whole grain and high-fibre foods in Europe. The drivers of growth include increased awareness about digestive health, the rising incidence of obesity and diabetes, and government initiatives in the UK to improve health through health-promoting policies and the promotion of high-fibre diets as part of a healthy lifestyle.
Companies such as Weetabix and Hovis Ltd. have ridden this wave of popularity by developing whole grain-based breakfast cereals and breads. There is a rising demand for convenient and ready-to-eat high-fibre snacks, especially in urban locations. This trend has led to an increase in the fibre-enriched snack bars and meal replacements in the market, which further increases the market size.
Germany is another leading country in the whole grain market in the regions of Europe. Major firms such as Fazer Group and Barilla Group have whole grain bread and pastries, which constitute an integral part of German diets. Whole grain rye bread and rolls are some of the best-selling products that end up in the diet of most Germans.
Growing demand for sustainable and organic foods is also very instrumental in changing consumer behaviour in Germany. Plant-based diets and green consumption have gained momentum in Germany, making German consumers demand more whole grain and high-fibre options.
| Segment | Value Share (2025) |
|---|---|
| Bakery Products (By Application) | 30% |
The prominent application segment in the Whole Grain and High Fibre Foods Market in Europe is bakery products, especially whole grain breads and cakes. Over the past few decades, consumers have seen the impact of healthy eating habits, and their addiction to refined flour-based products has been diluted by instead consuming whole grain product alternatives.
This shift has especially come into practice in countries such as Germany and the UK, where whole grain bread is considered a staple food. Warburtons and Weetabix are pioneering in the bakery products, leading whole grain innovations with bread and pastries rich in fibres.
| Segment | Value Share (2025) |
|---|---|
| Maize (By Source) | 25% |
Maize ranks among the most important sources of whole grain and high-fibre foods in Europe, led by the growing requirement for gluten-free and high-fibre products. General Mills and Nestlé have utilized maize to generate a host of products such as cornmeal, tortillas, and popcorn, providing dietary fibre and other benefits for healthy digestive function. The demand for healthier, plant-based products will remain an important characteristic of maize, which will drive it as an important ingredient in the European market.
The Europe Whole Grain and High Fibre Foods Market is a high dynamic competition level with established players at the international level, plus local brands looking to get more share in this market. Strong competitors of this market are Kellogg's, Nestlé, General Mills.
Product innovation includes new products for evolving consumer demand, like introducing plant-based and gluten-free items. On the other hand, regional players in this category like Warburtons and Weetabix lead in the bakery area with their own line of high-fibre breads and snacks to match regional taste buds.
Furthermore, the e-commerce websites such as Thrive Market and Amazon have also emerged as critical sales channels for big and small manufacturers to tap into the health-conscious consumers of Europe.
The whole grain & high fiber foods sector is expected to grow at a CAGR of 4.1% through 2035.
The projected market value of the Europe whole grain & high fiber foods sector for 2035 is USD 29,462.3 million.
Nestle SA, Kellogg's, Weetabix, Barilla Group, PepsiCo, General Mills, Hovis Ltd., Warburtons, Fazer Group, and Lantmännen are some of the most prominent players of the market.
By product type, the categories consist of bakery products, and breakfast cereals.
By source, the categories consist of maize, wheat, brown rice, oats, barley, Quinoa, multi-grain options and others.
Industry analysis has been carried out in key countries of Germany, UK, France, Italy, Spain, Belgium, Netherlands, Nordic, Hungary, Poland, Czechia and Rest of Europe.
Europe Whole Grain and High Fiber Foods Market
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