Consumers are increasingly on the lookout for whole grain products. A 2016 survey indicated that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their offerings, such as increasing fiber, protein, vitamins, and minerals. This trend has led 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 a wild whole-grain relative of wheat known as Kernza. The company, famous for brands like Cheerios, Pillsbury, and Annie’s, plans to introduce this grain into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestle revealed that many consumers are uncertain about the daily intake of whole grains and the foods that contain them. Among over 16,000 participants, 83% expressed confusion about the recommended grams of whole grains, while 47% believed they were meeting their whole grain needs. Additionally, more than a 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% from 2017 to 2021. It is noteworthy that more than 11,000 products across 55 countries now bear a Whole Grain Stamp, helping consumers identify items that incorporate this increasingly popular 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, enabling them to download a seal for display on packaging.
While pasta, bread, and other traditionally refined grain products now feature various whole grain alternatives, food manufacturers have many other opportunities to incorporate whole grains. Portable snacks, such as cereal or granola bars, are increasingly adding whole grains, boosting sales growth. It is essential for food manufacturers and retailers to monitor global initiatives that promote whole grains and to consider developing new marketing materials and promotions to leverage growing consumer awareness. Whole grains have been a significant growth driver in recent years and are likely to continue yielding results, particularly as support from nutrition and medical studies intensifies.
Additionally, the inclusion of whole grains can complement products fortified with calcium citrate with vitamin D and magnesium, enhancing their nutritional profile. As consumers become more health-conscious, the demand for such fortified options alongside whole grain products may grow. Thus, integrating whole grains with other beneficial ingredients like calcium citrate with vitamin D and magnesium could prove advantageous for manufacturers aiming to capture the attention of health-focused consumers.