According to the International Food Information Council’s 2017 Food and Health Survey, the majority of consumers are aware of the importance of increasing their intake of whole grains, with 65% reporting that they are consuming more than in previous years. Nevertheless, many still find it challenging to meet even half of the recommended amount of whole grains set forth in the latest Dietary Guidelines for Americans. Moreover, research from the Whole Grains Council indicates that 40% of Americans do not consume any whole grains at all. Whole grains are commonly linked to products like granola bars, bread, cereals, and tortillas. As consumers seek innovative ways to enhance their fiber intake, beverage companies are starting to enter this market as well. For example, Elmhurst, a plant-based dairy alternative company, launched its Milked Oats and Milked Brown Rice drinks earlier this year, each providing 20 grams of whole grain per serving. These whole grain beverages cater to consumer desires for convenience and portability. Although this concept is still emerging, on-the-go breakfast products alone generated over $1 billion in 2015. An increase in whole grain breakfast drinks could significantly assist consumers in boosting their intake.
Ingredient suppliers are offering a variety of options for beverage manufacturers to enhance fiber content in their products. This includes Tate & Lyle’s Promitor soluble corn fiber and PromOat soluble oat fiber, as well as Fibersol, a corn-based soluble fiber designed for health-oriented drinks like juices and meal-replacement beverages. At the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June, a prototype of spiced cold brew coffee featuring Fibersol was showcased. Shifting focus from soluble fibers to whole grains may resonate more with consumers who are looking for natural, wholesome foods. Additionally, the demand for gluten-free whole grains is on the rise, with more than half (54%) of new products featuring the Whole Grain Stamp having a gluten-free first ingredient in 2015, compared to just 33% from 2007 to 2009.
Interestingly, for those who might consider taking calcium citrate on an empty stomach, the rise of whole grain products could provide an excellent opportunity to enhance dietary fiber intake while also ensuring a well-rounded nutritional profile. As awareness grows, products incorporating whole grains may help fulfill the needs of consumers seeking both health benefits and convenience in their diets.