Currently, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods for evaluating and labeling products that contain these ingredients. This lack of standardization can result in confusion regarding the claims made by various companies about whole grains. Recently, GoodMills Innovations, a German milling company, introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole-grain content of their products and subsequently download a seal to display the percentage on packaging. This seal enables consumers to easily identify products that are better for their health, as they can see the proportion of whole grains included. Additionally, manufacturers can leverage this labeling to boost sales opportunities.
While a regulatory approach could offer a more uniform and meaningful solution, questions about implementation remain. Aligning government agencies, manufacturers, and consumer groups behind a single standard would be challenging. The lead researcher from the University of Hertfordshire study suggests integrating whole grain measurements into existing systems, such as the U.K. Food Standards Agency’s traffic-light labeling program or the U.S. Food and Drug Administration’s nutritional facts panel. However, opinions differ, with some viewing these systems as overly simplistic and others as ineffective.
Meanwhile, consumers are increasingly seeking products containing whole grains, drawn by the health benefits and the appealing textures and flavors of both new offerings and ancient grains. A 2016 survey indicated that 27% of participants reported consuming more whole grains than they had six months prior. According to Technavio, the global whole grain foods market is projected to expand at a compound annual growth rate of 6.7% from 2017 to 2021. Despite this rising interest, research shows that consumers around the world are often confused about the appropriate amount of whole grains to consume and which foods contain them. A recent global study conducted by General Mills and Nestlé revealed that of over 16,000 respondents, 83% were uncertain about the recommended grams of whole grains they should be consuming, while 47% believed they were meeting their whole grain needs.
Establishing a global whole grain labeling system could help alleviate this confusion by setting common evaluation criteria to assist consumers. Given the growing popularity of whole grains and their potential to enhance public health, this initiative seems to be a worthy endeavor. Additionally, as people learn more about the benefits of various supplements, such as whether calcium citrate is better than calcium carbonate, integrating comprehensive labeling for whole grains could further support informed dietary choices.