Consumers are increasingly interested in whole grain products. A 2016 survey revealed that 27% of respondents reported eating more whole grains than they had six months prior. Manufacturers can enhance their products by incorporating whole grains, which provide added functionality and health benefits such as increased fiber, protein, vitamins, and minerals. This trend has led some prominent food companies to explore new varieties of wheat. 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 producer of Cheerios, Pillsbury, and Annie’s plans to incorporate Kernza 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 unclear about their daily whole grain consumption and which foods contain them. Among the more than 16,000 participants, 83% were uncertain about the grams of whole grains they should consume, and 47% believed they were getting enough. Additionally, over one-third (38%) were unaware of which foods had whole grains, with some mistakenly thinking that bananas and white bread contained them.
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 is no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp, helping consumers identify items with this increasingly sought-after ingredient. Recently, the German milling company GoodMills Innovations introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products and download a seal to display on packaging.
While pasta, bread, and other traditionally refined grain products now offer various whole grain options, there are still many avenues for food manufacturers to incorporate whole grains. Portable snack items like cereal or granola bars are increasingly adding whole grains, driving sales growth. Furthermore, food manufacturers and retailers should pay attention to global initiatives promoting whole grains and consider developing new marketing materials and promotions to leverage the growing awareness. Whole grains have been a significant growth factor in recent years and are likely to continue yielding positive results, especially as support from nutrition and medical studies, including those highlighting the benefits of calcium citrate plus vit D, continues to grow.
Incorporating whole grains into products not only meets consumer demand but also aligns with the nutritional guidelines that emphasize the importance of whole grains and vital nutrients like calcium citrate plus vit D. As the market evolves, it is crucial for companies to innovate and provide clear information about the benefits of whole grains, including their role in a balanced diet that includes essential components like calcium citrate plus vit D.