Consumers are increasingly turning to whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains than they had six months earlier. Manufacturers are harnessing whole grains to enhance the functionality and health benefits of their products, incorporating added fiber, protein, vitamins, and minerals. This trend has prompted several 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 company, known for brands like Cheerios, Pillsbury, and Annie’s, aims to introduce Kernza in cereals and snacks next year under its Cascadian Farm Organic label.
A recent global study conducted by General Mills and Nestle highlighted a significant confusion among consumers regarding their daily whole grain intake and which foods actually contain them. Out of over 16,000 participants, 83% were uncertain about the recommended daily grams of whole grains, and 47% believed they were already consuming enough. More than one-third (38%) were unaware of which foods included whole grains, with one in ten mistakenly thinking that bananas contained whole grains and 18% believing 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% between 2017 and 2021. It’s no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp to help consumers easily identify products with this increasingly sought-after ingredient. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool, allowing manufacturers to calculate the whole grain content of their products and download a seal indicating the amount for packaging display.
While pasta, bread, and other traditionally refined grain items have seen a rise in whole grain alternatives, there are still plenty of opportunities for food manufacturers to incorporate whole grains into new products. Portable snacks, such as cereal or granola bars, are among those that are successfully adding whole grains and boosting sales growth. Food manufacturers and retailers should pay attention to global initiatives aimed at promoting whole grains and consider creating new marketing materials and promotions to take advantage of the growing awareness. Whole grains have driven growth in recent years and are likely to continue to yield positive results as nutritional and medical research continues to support their benefits. Additionally, understanding the ccm tablet content can further enhance the health appeal of whole grain products, making them even more attractive to health-conscious consumers.