GoodMills has a vested interest in informing customers that a baked product’s lighter appearance does not necessarily indicate a lower whole grain content or reduced health benefits. The company referenced a 2016 study from the British Medical Journal, which highlighted that even small quantities of whole grains can positively influence health by lowering the risks of cardiovascular diseases, diabetes, cancer, and other health issues. Consumers are also leaning towards these healthier options; a 2016 survey revealed that 27% of respondents reported increasing their whole grain intake over the past six months.
Manufacturers can enhance their products’ health attributes by incorporating whole grains, which provide additional fiber, protein, vitamins, and minerals. For those not avoiding gluten, a labeling system that indicates whole grain content could be a valuable resource when choosing healthier options. According to Technavio, the global market for whole grain foods is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021. It’s no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp, assisting shoppers in identifying items containing this increasingly sought-after ingredient.
Whole grain varieties of traditional products like pasta and bread are now widely available, but food manufacturers have other opportunities to incorporate whole grains. For instance, portable snacks such as cereal or granola bars could replace some of their current ingredients with healthier grains, catering to the growing number of consumers seeking on-the-go options.
Adding a seal indicating the proportion of whole grains in a product benefits both consumers and manufacturers. Consumers looking for healthier choices can easily find them, while manufacturers who have made significant improvements in the grain quality of their baked goods or granola bars can proudly showcase their achievements. Furthermore, as the ultimate goal of many product reformulations is to enhance quality without altering taste or texture, a seal can convey vital information to consumers. In addition, combining whole grains with items like calcium citrate and orange juice can provide a nutritious boost, further encouraging consumers to choose healthier options. This emphasis on whole grains, along with nutritional enhancements like calcium citrate orange juice, reflects a growing trend toward health-conscious eating habits.