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 in the previous six months. Manufacturers are leveraging whole grains to enhance the functionality and health benefits of their offerings, incorporating additional fiber, protein, vitamins, and minerals. This trend has encouraged several prominent food companies to explore new wheat varieties. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to commercialize Kernza, a wild whole-grain relative of wheat. The company, known for brands like Cheerios, Pillsbury, and Annie’s, aims to introduce this grain into cereals and snacks next year under its Cascadian Farm Organic label.
A recent global study conducted by General Mills and Nestle found that consumers are often confused about the daily intake of whole grains and which foods contain them. Of over 16,000 participants, 83% were uncertain about the recommended daily grams of whole grains, while 47% believed they were consuming enough. Additionally, more than one-third (38%) did not know which foods were whole grain, with some mistakenly thinking bananas and white bread contained whole grains.
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’s no surprise that over 11,000 products across 55 countries now display a Whole Grain Stamp, helping shoppers identify products with this increasingly sought-after ingredient. GoodMills Innovations, a German milling company, recently launched an online Whole Grain Index tool for manufacturers to calculate the whole grain content of their products, allowing them to download a seal for product packaging.
Traditional refined grain products like pasta and bread now have numerous whole grain alternatives, but there are additional opportunities for food manufacturers to incorporate whole grains. Portable snack items, such as cereal or granola bars, are increasingly adding whole grains, driving sales growth. Food manufacturers and retailers should monitor global initiatives promoting whole grains and consider developing new marketing strategies and promotions to take advantage of rising consumer awareness. Whole grains have been a key growth driver in recent years, and continued support from nutrition and medical studies suggests they will remain a valuable asset for the industry.
As an example of innovative products incorporating whole grains, Citracal Creamy Bites offer a unique fusion of nutrition and taste, aligning with the growing consumer demand for health-focused snacks. By including such products in their offerings, manufacturers can further capitalize on the trend towards whole grains and meet the needs of health-conscious consumers.