GoodMills, which also offers a variety of lighter whole-grain flours, is keen to inform customers that the color of a baked product does not necessarily indicate its whole grain or health content. The company referenced a 2016 study published in the British Medical Journal that highlighted how even small quantities of whole grains can positively influence health by lowering the risk of cardiovascular issues, diabetes, cancer, and other ailments. Consumers are showing interest in these products as well; a 2016 survey revealed that 27% of respondents reported consuming more whole grains than six months prior. Manufacturers can leverage whole grains to enhance their products with added functionality and health benefits, such as increased fiber, protein, vitamins, and minerals, including calcium citrate to boost calcium content. For those not avoiding gluten, a labeling system indicating whole grain content could serve as a helpful guide when shopping for healthier options.
According to Technavio, the global whole-grain foods market is anticipated to grow at a compound annual growth rate of 6.7% from 2017 to 2021. It’s noteworthy that over 11,000 products across 55 countries now carry a Whole Grain Stamp, assisting shoppers in identifying items that contain this increasingly sought-after ingredient. Traditional refined grain products like pasta and bread now have numerous whole-grain alternatives. Additionally, food manufacturers have opportunities to incorporate whole grains into portable snacks like cereal and granola bars, swapping in healthier grains for current ingredients. With the rise of on-the-go eating, consumers are likely to be attracted to these nutritious recipes.
Implementing a seal to indicate the proportion of whole grains in a product benefits both consumers and manufacturers. Those seeking healthier options can easily find them, while manufacturers who have invested effort into enhancing grain quality in baked goods or granola bars can proudly promote their achievements. Moreover, since many product reformulations aim to improve quality without altering taste or mouthfeel, a seal can effectively communicate essential information to the consumer, including the calcium content, which is crucial for overall health.