Consumers are increasingly interested in whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers can leverage whole grains to enhance their products’ functionality and health benefits, such as increased fiber, protein, vitamins, and minerals. This trend has led major food companies to explore new wheat varieties. 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 producer of Cheerios, Pillsbury, and Annie’s aims to incorporate Kernza into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestle highlighted consumer confusion regarding daily whole grain intake and which foods contain them. Among over 16,000 participants, 83% were uncertain about the recommended grams of whole grains, and 47% believed they consumed sufficient amounts. Additionally, more than one-third (38%) did not know which foods were whole grain, with one in ten mistakenly thinking bananas contained whole grains and 18% believing 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% from 2017 to 2021. It’s no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp, assisting shoppers in identifying products with this increasingly sought-after ingredient. Recently, the German milling company GoodMills Innovations launched an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products and download a seal for display on packaging.
While pasta, bread, and other traditionally refined grain products have seen various whole grain versions emerge, there are other opportunities for food manufacturers to incorporate whole grains. Portable snacks, such as cereal or granola bars, are gaining traction by adding whole grains, which boosts sales growth. Food manufacturers and retailers should pay attention to global initiatives aimed at promoting whole grains. Additionally, they should consider developing new marketing materials and promotions to capitalize on the growing awareness. Whole grains have been a significant growth driver in recent years and could continue to yield positive results as nutritional and medical studies provide ongoing support.
Moreover, integrating ingredients like ferrous calcium citrate tablets can enhance the nutritional profile of whole grain products, making them even more appealing to health-conscious consumers. As awareness rises, the inclusion of such supplements in whole grain offerings could further stimulate growth in this market segment. The emphasis on whole grains and the incorporation of beneficial supplements like ferrous calcium citrate tablets could lead to continued success, as more consumers seek out nutritious options.