Good grains - such as the increasingly popular ‘ancient grains ‘ - are set to be the leading driver of innovation in the bakery sector in 2012, according to the latest edition of New Nutrition Business's eagerly anticipated annual trend-spotting report.

10 Key Trends in Food, Nutrition & Health 2012 says grains already benefit from a consumer perception of being ‘all-natural' and healthy, even when they are included in highly-processed foods, such as breakfast cereals. Many grains also benefit from a perception of a natural and intrinsic health benefits - such as the link between oats and heart health.

A good example of successful marketing using the ‘good grains' message has been Kraft's breakfast biscuit brand, Belvita.

Julian Mellentin, director of New Nutrition Business and author of 10 Key Trends, says: "With Belvita, Kraft has achieved annual sales of €63 million in France since the brand was introduced in 2001, and sales of £21 million in the UK since launch two years ago.

"This has predominantly come off the back of a marketing positioning that highlights the wholegrain content of the product and how this equates to ‘slow release' energy. It's a strategy that appears to have succeeded and Kraft is now gearing up to bring Belvita to the US market in 2012."

Julian adds that consumers have also shown themselves to be particularly willing to try out new and innovative grains - which provides companies with a welcome opportunity to innovate.

"There's been a steady increase in the numbers of products launched based on new and more esoteric grains, such as the so-called ‘ancient grains', like amaranth and quinoa," he says. "People appear to be open to trying these novel grains, just as they are open to trying new fruits and vegetables. This is helpful because differentiating with grains is not easy and alternative grains can provide companies and brands with that much sought-after point of difference."

As its title suggests, 10 Key Trends in Food, Nutrition & Health 2012 identifies and analyses the ten major forces that will define the food and beverage industry this year. In full, the key trends are:

• Naturality

• Energy

• Digestive health

• Feel the benefit

• Weight management

• Movement

• Senior nutrition

• Who needs health claims when you have fruit & vegetables?

• Dairy

• Good grains

10 Key Trends in Food, Nutrition & Health 2012 is available to purchase online now at http://www.new-nutrition.com/