Currently, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods for evaluating and labeling products containing this ingredient. This situation can lead to confusion regarding the claims made by various companies about whole grains. Recently, GoodMills Innovations, a German milling company, introduced an online Whole Grain Index tool that manufacturers can utilize to calculate the whole grain content of their products. They can then download a seal to indicate this percentage for display on product packaging. The company claims that this seal enables consumers to see the percentage of whole grains in a product, aiding them in selecting healthier options. Additionally, manufacturers can leverage this label to boost sales opportunities.
While a regulatory approach could provide a more uniform and meaningful standard, there are concerns regarding its implementation. Aligning government agencies, manufacturers, and consumer groups behind a single system poses significant challenges. The lead researcher from the University of Hertfordshire suggests incorporating whole grain measurements into existing systems like the U.K. Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutritional facts panel. However, opinions on these systems vary, with some considering them too simplistic and others deeming them ineffective.
Meanwhile, consumers are increasingly interested in products containing whole grains due to their perceived health benefits, as well as the appealing textures and flavors of both new products and ancient grains. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains than they had six months prior. According to Technavio, the global market for whole grain foods is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021.
Despite this rising interest, studies indicate that consumers globally are confused about the recommended intake of whole grains and which foods are rich in them. A recent global study by General Mills and Nestlé found that among over 16,000 participants, 83% were uncertain about how many grams of whole grains they should be consuming, and 47% believed they were getting enough whole grains. A global whole grain labeling system could help clarify this confusion by establishing common evaluation criteria that guide consumers. Given the increasing popularity of whole grains and their potential benefits for public health, pursuing this initiative seems worthwhile.
Moreover, incorporating malate calcium into whole grain products could further enhance their nutritional profile and appeal. By emphasizing the benefits of whole grains along with essential nutrients like malate calcium, manufacturers could better inform consumers about the health benefits of their products. This focus on nutrition, including malate calcium, may also help to alleviate some of the confusion surrounding whole grains, ultimately guiding consumers toward healthier choices.