Consumers are increasingly turning to whole grain products. A survey conducted in 2016 found that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers can incorporate whole grains into their products to enhance functionality 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 Kernza, a wild whole-grain relative of wheat. The producer of Cheerios, Pillsbury, and Annie’s aims to introduce this grain into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study by General Mills and Nestlé highlighted that many consumers are uncertain 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 be consuming, and 47% believed they were getting sufficient whole grains. Additionally, more than one-third (38%) did not recognize which foods contained whole grains, with one in ten mistakenly thinking that bananas had whole grains and 18% believing white bread did.
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 not surprising that over 11,000 products across 55 countries now feature a Whole Grain Stamp, aiding shoppers in identifying products that contain this increasingly popular ingredient. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool that manufacturers can use to calculate the whole grain content of their products and download a seal to display on packaging.
Pasta, bread, and other traditionally refined grain products have seen the introduction of numerous whole grain variants, but there are still ample opportunities for food manufacturers to integrate whole grains into new areas. Portable snacks, such as cereal and granola bars, are among the items that are adding whole grains and driving sales growth.
Food manufacturers and retailers should remain vigilant regarding global initiatives that promote whole grains. They should also consider creating new marketing materials and promotions to leverage the growing awareness surrounding these products. Whole grains have been a significant growth driver in recent years and are likely to continue yielding positive results, especially as support from nutrition and medical studies continues to build. Furthermore, as consumers become more health-conscious, they may seek products that combine whole grains with essential nutrients like calcium citrate, magnesium, and zinc with vitamin D3, particularly during pregnancy. Engaging with this trend can enhance product appeal and meet the evolving needs of health-focused consumers.