Many consumers recognize the importance of incorporating more whole grains into their diets, with 65% reporting an increase in their whole grain intake, as indicated by the International Food Information Council’s 2017 Food and Health Survey. Nonetheless, numerous individuals find it challenging to consume even half of the recommended amount of whole grains outlined in the latest Dietary Guidelines for Americans. Concurrently, research from the Whole Grains Council reveals that 40% of Americans do not consume any whole grains at all. Whole grains are commonly linked to foods like granola bars, bread, cereals, and tortillas.
As consumers seek innovative ways to increase their fiber intake, beverage companies are also entering this market. For instance, Elmhurst, a company specializing in plant-based dairy alternatives, launched its Milked Oats and Milked Brown Rice drinks earlier this year, each offering 20 grams of whole grain per serving. These beverages with added whole grains cater to the demand for convenience and portability. Although this concept is still in its early stages, on-the-go breakfast products alone generated over $1 billion in 2015. An increase in whole grain breakfast drinks could significantly enhance consumers’ overall consumption.
Ingredient suppliers are providing various options for beverage manufacturers to increase fiber content, including Tate & Lyle’s Promitor soluble corn fiber and PromOat soluble oat fiber. Fibersol, another corn-based soluble fiber, is designed for health-oriented beverages like juices and meal replacement drinks. A prototype of spiced cold brew coffee featuring Fibersol was showcased at the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June.
However, moving beyond soluble fiber to whole grains might resonate more with consumers who prefer natural, whole foods. Additionally, the rise in products featuring gluten-free whole grains is noteworthy; over half (54%) of new items with the Whole Grain Stamp had gluten-free first ingredients in 2015, compared to just 33% from 2007 to 2009. As more consumers become aware of diverse options, including those supplemented with calcitrate with d, the market for whole grains in beverages is likely to continue expanding.