We remain skeptical about cries for “healthier” foods because Americans won’t eat them.
Further evidence is the anemic growth (2%) of whole grain wheat in the past years.
Some of the downturn may be the cyclical nature of commodities, and other factors including the runaway success of the “anti-wheat” polemic Wheat Belly, including its endorsement by Fox News pundit-in-chief Bill O’Reilly. Gluten-free products are also attracting growing attention from marketers, despite the high costs and generally poor taste of these wheat substitutes.
 Source: North American Millers’ Association.