Consumers are increasingly on the lookout for whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains than they did six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their offerings, providing added fiber, protein, vitamins, and minerals. This trend has led prominent food companies to explore new varieties of wheat. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to commercialize a wild whole grain relative of wheat known as Kernza. The company, famous for brands like Cheerios, Pillsbury, and Annie’s, plans to incorporate it into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study by General Mills and Nestlé indicated that many individuals are uncertain about how much whole grain they should consume daily and which foods contain them. Among the over 16,000 participants surveyed, 83% were unsure of the recommended grams, and 47% believed they were obtaining sufficient whole grains. Additionally, over one-third (38%) did not know which foods are considered whole grain, while 10% mistakenly thought bananas contained whole grains and 18% believed 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% between 2017 and 2021. It is no surprise that over 11,000 products across 55 countries now proudly display a Whole Grain Stamp to assist shoppers in identifying these increasingly sought-after ingredients. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool, allowing manufacturers to calculate the whole grain content of their products and download a seal indicating the amount for use on packaging.
Traditional refined grain products, including pasta and bread, have spawned a variety of whole grain alternatives, but food manufacturers can further expand their offerings to include whole grains in new categories. Portable snacks, such as cereal and granola bars, are particularly well-suited for incorporating whole grains and driving sales growth. Food producers and retailers should stay informed about global initiatives aimed at promoting whole grains and consider developing new marketing strategies and promotions to capitalize on the growing awareness. The health benefits of whole grains, supported by nutrition and medical studies, position them as a significant growth driver in recent years and suggest they will continue to yield positive results. Additionally, manufacturers could explore the inclusion of calcium citrate for enhancing the nutritional profile of their whole grain products, further appealing to health-conscious consumers.