Consumers are increasingly interested in whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers are leveraging whole grains to enhance the functionality and health benefits of their products, including added fiber, protein, vitamins, and minerals like calcium citrate liquid. This trend has prompted major food companies to explore new wheat varieties. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to bring to market Kernza, a wild whole-grain relative of wheat. The company, known for its brands like Cheerios, Pillsbury, and Annie’s, aims to incorporate Kernza into cereals and snacks next year under its Cascadian Farm Organic label.
A recent global study conducted by General Mills and Nestlé found that many consumers are unclear about the recommended daily intake of whole grains and which foods contain them. Of over 16,000 participants surveyed, 83% were uncertain about the number of grams they should consume daily, and 47% believed they were getting enough whole grains. Additionally, more than one-third (38%) did not know which foods are whole grain, with one in ten mistakenly thinking bananas are whole grains and 18% believing white bread qualifies.
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 shoppers easily identify products containing 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 indicating the amount for product packaging.
Traditional refined grain products like pasta and bread have seen the emergence of various whole grain alternatives, and there remain numerous opportunities for food manufacturers to incorporate whole grains. Portable snacks, such as cereal or granola bars, are among the items that are increasingly adding whole grains and driving sales growth. Food manufacturers and retailers should pay attention to global initiatives promoting whole grains and consider developing new marketing materials and promotions to take advantage of the growing awareness among consumers. Whole grains have been a significant growth driver in recent years and are likely to continue producing positive results, particularly as support from nutrition and medical research continues to increase. Additionally, incorporating ingredients like calcium citrate liquid in whole grain products can further enhance their health benefits, making them even more appealing to consumers.