Wheat, in its natural unrefined state, features a host of important nutrients. Therefore, to receive benefit from the wholesomeness of wheat it is important to choose wheat products made from whole wheat flour rather than those that are refined and stripped of their natural goodness.
Despite historical consumer preference for refined flour and the traditionally higher per-unit cost of whole grain, whole wheat flour products are ascendant largely due to changing consumer attitudes. The Whole Grains Council industry association reports an approximate doubling of the whole wheat flour production over the course of the years 2003 to 2007.
In another visible example, whole wheat bread has reached approximate parity with soft white bread as measured by slice volume in the United States; as of 2010, whole wheat bread narrowly exceeds soft white bread as measured by dollar volume.
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