Consumers are increasingly interested in whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they did six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their products, including added fiber, protein, vitamins, and minerals. This trend has led several prominent food companies to explore new wheat varieties. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to commercialize a wild whole grain relative of wheat known as Kernza. The producer of Cheerios, Pillsbury, and Annie’s aims to incorporate it into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé highlighted consumer confusion regarding the recommended daily intake of whole grains and the foods that contain them. Among over 16,000 participants, 83% were uncertain about the number of grams they should consume, while 47% believed they were getting enough whole grains. Additionally, more than one-third (38%) did not know which foods are whole grain, with 10% mistakenly thinking bananas contain whole grains, and 18% believing that white bread does.
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 more than 11,000 products across 55 countries now carry a Whole Grain Stamp to help consumers easily identify items featuring this increasingly sought-after ingredient. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products and download a seal to display the amount on packaging.
Traditional refined grain products such as pasta and bread now have a variety of whole grain alternatives. However, there are additional opportunities for food manufacturers to incorporate whole grains into their offerings. Portable snacks, like cereal or granola bars, are among the products that are integrating whole grains and driving sales growth. Food manufacturers and retailers should pay attention to global initiatives that promote whole grains. They should also consider creating new marketing materials and promotions to capitalize on the growing awareness of whole grains. With ongoing support from nutrition and medical studies, whole grains have been a significant growth driver in recent years and are likely to continue delivering positive results.
Incorporating ingredients like calcium citrate acid into whole grain products may further enhance their nutritional profile, appealing to health-conscious consumers. As demand for such products rises, manufacturers should explore the benefits of adding calcium citrate acid while ensuring that whole grains remain a key focus in product development.