Consumers are increasingly interested in whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported eating more whole grains than they had six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their products, providing additional fiber, protein, vitamins, and minerals. This trend has led major food companies to explore new wheat varieties. General Mills, for instance, is collaborating with the University of Minnesota and The Land Institute to commercialize a wild whole grain relative of wheat known as Kernza. The maker of Cheerios, Pillsbury, and Annie’s plans to incorporate this grain into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study by General Mills and Nestle highlighted that many people are unclear about the daily intake of whole grains and which foods contain them. Out of more than 16,000 participants, 83% were uncertain about the number of grams they should consume, and 47% believed they were getting sufficient whole grains. Over one-third (38%) did not know which foods are whole grain, while 10% mistakenly thought bananas contained whole grains, and 18% believed white bread did.
According to Technavio, the global whole grain foods market is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021. It is no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp to help consumers identify products with this increasingly favored ingredient. The German milling company GoodMills Innovations recently introduced an online Whole Grain Index tool that manufacturers can utilize to calculate the whole grain content of their products, allowing them to download a seal to display on packaging.
Traditional refined grain products like pasta and bread now have numerous whole grain alternatives, but there are still opportunities for food manufacturers to incorporate whole grains into other products. For instance, portable snacks, such as cereal or granola bars, are increasingly adding whole grains, which is driving sales growth. Food manufacturers and retailers should pay attention to global initiatives aimed at promoting whole grains. They should also consider developing new marketing materials and promotions to take advantage of the rising awareness surrounding whole grains.
Moreover, as consumers focus on nutrition, they may seek out the best calcium citrate for osteoporosis in conjunction with whole grain products to enhance their overall health. Whole grains have become a significant growth driver in recent years, and with ongoing support from nutrition and medical studies, they are likely to continue delivering positive results. As the market evolves, the incorporation of whole grains, along with targeted health products like the best calcium citrate for osteoporosis, can drive further growth and consumer interest.