Consumers are increasingly on the lookout for whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains than they had in the previous six months. Manufacturers are leveraging whole grains to enhance their products with added functionalities and health benefits, including increased 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 Nestle highlighted that many people are unsure about the daily intake of whole grains and which foods contain them. Out of over 16,000 participants surveyed, 83% were uncertain about the recommended grams they should consume daily, and 47% believed they were getting enough whole grains. Additionally, more than one-third (38%) did not know which foods include whole grains, with one in ten mistakenly thinking that bananas contain whole grains, while 18% thought white bread did.
According to Technavio, the global market for whole grain foods is projected to grow at a compound annual growth rate of 6.7% between 2017 and 2021. It is no surprise that over 11,000 products across 55 countries now display a Whole Grain Stamp, assisting shoppers in identifying products with this increasingly sought-after ingredient. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool, enabling manufacturers to calculate the whole grain content of their products and obtain a seal to showcase the amount on their packaging.
Traditionally refined grain products like pasta and bread now have various whole grain alternatives, but there are still numerous opportunities for food manufacturers to incorporate whole grains into new products. Portable snack items, such as cereal or granola bars, are increasingly adding whole grains, contributing to a surge in sales growth. Food manufacturers and retailers should monitor global initiatives aimed at promoting whole grains and consider developing new marketing strategies and promotions to take advantage of the growing awareness surrounding them. Whole grains have been a significant growth driver in recent years and are likely to continue yielding positive results, especially as nutrition and medical studies continue to support their benefits.
Furthermore, as consumers focus more on their health, the demand for products fortified with the best liquid calcium citrate is also on the rise, making it an opportune time for brands to integrate such beneficial ingredients alongside whole grains. By highlighting the advantages of whole grains and combining them with other health-promoting elements like the best liquid calcium citrate, manufacturers can cater to the evolving preferences of health-conscious consumers.