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Sales of rye in the UK have returned to growth, increasing by 7% in value terms and 9% in volume this year, according to new research from Nielsen.
The growth represents a reversal in the super grain’s fortunes, after it endured declines in value and volume of 1% and 4% respectively last year. It also demonstrates a clear shift in consumer behaviour and comes amid falling sales of bread, with 50 million fewer loaves sold by supermarkets in the last year, according to additional research from Kantar Worldpanel.
One of the reasons for rye’s sudden rise in popularity is its vast health benefits. Rich in whole grain and dietary fibre, it is good for the gut and helps to support a healthy digestive system. It also contains nutrients such as zinc, which helps promote healthy bones, hair, nails and skin; along with magnesium and iron, which help to fight tiredness and fatigue.
Nutritionist Rob Hobson said: “Rye is a delicious wheat-free grain and one of my favourite varieties of bread as it’s incredibly wholesome and can be loaded with and endless choice of healthy toppings such as avocado and smoked salmon. This grain is also high in fibre and a great source of essential nutrients including iron, magnesium, zinc and B vitamins, all of which are essential to maintaining good health.”
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