According to the International Food Information Council’s 2017 Food and Health Survey, most consumers recognize the importance of incorporating more whole grains into their diets, with 65% reporting increased consumption compared to the past. However, many still find it challenging to meet even half of the recommended whole grain intake outlined in the latest Dietary Guidelines for Americans. Additionally, research from the Whole Grains Council suggests that 40% of Americans do not consume any whole grains at all.
Whole grains are commonly linked to products like granola bars, breads, cereals, and tortillas. As consumers seek innovative ways to increase their fiber intake, beverage companies are beginning to enter this market. For instance, Elmhurst, a plant-based dairy alternative company, launched its whole grain Milked Oats and Milked Brown Rice drinks earlier this year, which provide 20 grams of whole grain per serving. Such beverages with added whole grains cater to consumer demands for convenience and portability. Although this trend is still developing, on-the-go breakfast products alone generated more than $1 billion in 2015, indicating that an increase in whole grain breakfast drinks could assist consumers in boosting their consumption.
Ingredient suppliers are offering various solutions for beverage companies aiming to enhance fiber content in their products. Options like Tate & Lyle’s Promitor soluble corn fiber and PromOat soluble oat fiber are becoming popular. Additionally, Fibersol, another corn-based soluble fiber, is designed for health-oriented drinks, including juices and meal replacement beverages. 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 towards whole grains may be more appealing to consumers who prefer natural, whole foods.
There is also a noticeable increase in products made with gluten-free whole grains. In 2015, over half (54%) of new items with the Whole Grain Stamp included a gluten-free first ingredient, a significant rise from just 33% in the years 2007 to 2009. This trend aligns with the growing interest in health-focused products, paralleling the popularity of items like Sam’s Club calcium citrate. As consumers continue to seek healthier options, the combination of whole grains and other nutritional ingredients will likely play a significant role in shaping future food and beverage offerings.