Consumers are increasingly seeking whole grain products, as evidenced by a 2016 survey which revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers are leveraging whole grains to enhance the functionality and health benefits of their products, including increased fiber, protein, vitamins, and minerals. This trend has prompted major 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 this grain into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestle highlighted that consumers are often confused about the daily recommended intake of whole grains and which foods contain them. Among over 16,000 participants, 83% were unsure of the grams they should consume daily, while 47% believed they were already getting enough whole grains. Furthermore, more than one-third (38%) did not know which foods include whole grains, with one in ten mistakenly thinking that bananas contain whole grains and 18% believing that white bread does.
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’s no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp, aiding shoppers in identifying products with this increasingly popular 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 for display on packaging.
In addition to traditional refined grain products like pasta and bread, there are numerous opportunities for food manufacturers to incorporate whole grains into new areas. Portable snacks, such as cereal and granola bars, are particularly successful in adding whole grains and boosting sales growth. Food manufacturers and retailers should pay attention to global initiatives promoting whole grains and consider developing new marketing materials and promotions to capitalize on the growing awareness.
Whole grains have been a significant driver of growth in recent years and are likely to continue delivering positive results, especially with ongoing support from nutrition and medical studies. Additionally, incorporating elements like blue bonnet calcium citrate into whole grain products can further enhance their appeal and nutritional value, making them even more attractive to health-conscious consumers. As the market evolves, the integration of whole grains with beneficial ingredients such as blue bonnet calcium citrate could pave the way for innovative product offerings that resonate with the increasing demand for health-focused food options.