The Malaysian wheat bran market is expected to record a CAGR of 5.2% during the forecast period of 2018-2023. Owing to growing health consciousness pertaining to physical appearance and weight loss, consumers are replacing the usual cereals with the ones with high fiber content, such as wheat bran flakes. Wheat bran cereals are a good choice as the source of whole grain fiber, consisting of 100% whole wheat listed as the first ingredient. They contain at least 5 g of fiber and less than 8 g of sugar, per serving.
Wheat bran is one of the most dominant dietary fiber sources used in the baking industry. Wheat bran, which is used in bread, results in the change in dough properties, processing techniques, and bread quality. Consumers are opting for a more nutritious alternative, due to high functional benefits, and are shifting to regular pasta that costs less than the legume and quinoa varieties, and are going for the whole wheat pasta. Whole wheat pasta is made of durum wheat. However, it contains all the three parts of the grain - bran, endosperm, and germ, which means that it has more nutrients and fiber, about 3-4 additional grams per serving.
The nutritional benefits of fiber present in wheat bran have led to an increase in the production of high fiber breads, consequently boosting the market of wheat bran. Due to an increase in consumption, low supply, and high competitiveness with corn, the wheat bran market in Malaysia continues to grow.
By application, the Malaysian wheat bran market can be segmented into processed food, beverages, animal feed, and others. The growth of the processed food & beverage market is expected to be driven by the growing health-conscious population. Wheat bran is used in common foods, such as breakfast cereals, granola bars, and whole-grain bread and baked goods. It is used even as a fine grain, as it is perfect for making pancakes, workout shakes, muffins, and cookies. The other applications of wheat bran in animal feed are expected to register healthy growth during the forecast period.
The major players in the wheat bran market are - Ballun Group of Companies, Biogrow, Kordel’s, Eu Yan Sang, Biogreen, Pristine Cereals, Futureceuticals, Bioconnexion, BMS Organics, and Hung Thong Food Technology Co. Ltd, amongst others. The most adopted strategies by the key players in the market are - new product launches and expansions.
1.1 Key Findings of the Study
1.2 Study Assumptions
1.3 Market Definition
2. Research Methodology
3. Market Overview
3.1 Market Trends
4. Market Dynamics
4.4 Porter's Five Forces Analysis
4.4.1 Bargaining Power of Suppliers
4.4.2 Bargaining Power of Buyers
4.4.3 Threat of New Entrants
4.4.4 Threat of Substitute Products and Services
4.4.5 Degree of Competition
5. Market Segmentation
5.1 By Application
5.1.1 Processed Food
5.1.3 Animal Feed
5.1.4 Other Applications
6. Competitive Landscape
6.1 Strategy Adopted by Key Players
6.2 Most Active Companies in the Past Five Years
6.3 Market Share Analysis
7. Company Profiles
7.1 Ballun Group of Companies
7.4 Eu Yan Sang
7.6 Pristine Cereals
7.8 BMS Organics
7.9 Hung Thong Food Technology Co. Ltd