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 an increase in their whole grain consumption compared to the past. Yet, many find it challenging to meet even half of the recommended intake of whole grains outlined in the latest Dietary Guidelines for Americans. Research from the Whole Grains Council indicates that around 40% of Americans do not consume any whole grains at all.
Whole grains are often linked to products like granola bars, breads, cereals, and tortillas. As consumers seek new sources of fiber, beverage companies have also begun to explore this market. For instance, Elmhurst, a company specializing in plant-based dairy alternatives, launched its Milked Oats and Milked Brown Rice beverages earlier this year, each providing 20 grams of whole grain per serving. These drinks, which include added whole grains, cater to the demand for convenient and portable options. Although the concept is still emerging, on-the-go breakfast products alone generated over $1 billion in 2015. An increase in whole grain breakfast beverages could significantly help consumers boost their intake.
Ingredient suppliers have developed various solutions for beverage companies to enhance fiber content. For example, Tate & Lyle offers Promitor soluble corn fiber and PromOat soluble oat fiber. Another corn-based soluble fiber, Fibersol, is designed for health-focused drinks like 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, consumers may be more drawn to whole grains as they opt for natural, whole food options.
Additionally, the demand for gluten-free whole grains is on the rise. In 2015, over half (54%) of new products featuring the Whole Grain Stamp listed a gluten-free first ingredient, compared to just 33% between 2007 and 2009. This trend highlights the evolving landscape of whole grain products, including innovative items like cissus quadrangularis calcium citrate malate and vitamin D3 tablets, which are becoming popular among health-conscious consumers seeking to enhance their diets with essential nutrients and whole food sources.