GoodMills has a vested interest in informing consumers that the color of baked goods does not necessarily indicate their whole grain content or health benefits, especially as they produce a range of lighter whole-grain flours. The company referenced a 2016 study published in the British Medical Journal, which highlighted that even modest amounts of whole grains can positively affect health by lowering the risks of cardiovascular diseases, diabetes, cancer, and other health issues. Consumers are increasingly seeking these products; a 2016 survey revealed that 27% of respondents reported consuming more whole grains than six months prior. Manufacturers can leverage whole grains to enhance the functionality and health profile of their products by adding fiber, protein, vitamins, and minerals. For those who do not avoid gluten, a whole-grain content labeling system could serve as a helpful guide for selecting healthier options while shopping.
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 is no surprise that over 11,000 products across 55 countries now carry a Whole Grain Stamp, assisting shoppers in identifying those products featuring this increasingly popular ingredient. Items such as pasta, bread, and other traditionally refined grain products now boast numerous whole-grain alternatives. Moreover, food manufacturers have additional opportunities to incorporate whole grains into portable snacks like cereal or granola bars, appealing to consumers who are often on the go and likely to be interested in these healthier recipes.
Incorporating a seal that indicates the whole grain content of a product benefits both consumers and manufacturers. Those seeking healthier options can easily locate them, while manufacturers who have invested effort into enhancing the grain quality of their baked goods or granola bars can proudly promote their achievements. Furthermore, since many product reformulations aim to improve quality without altering taste or texture, a seal can convey essential information to consumers. Products like Citracal Plus exemplify how brands can effectively communicate health benefits and ingredient quality, ensuring that customers are informed and satisfied with their choices.