Consumers are increasingly interested in whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they did six months prior. Manufacturers can incorporate whole grains into their offerings to enhance functionality and provide health benefits, including added fiber, protein, vitamins, and minerals. This trend has led several well-known 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 introduce this grain into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé indicated that many people are uncertain about the recommended daily intake of whole grains and which foods contain them. Among over 16,000 surveyed individuals, 83% expressed uncertainty about how many grams they should consume, while 47% believed they were getting enough whole grains. More than one-third (38%) were unaware of foods rich in whole grains, and 10% mistakenly thought that bananas contained whole grains, with 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 is not surprising that more than 11,000 products across 55 countries now feature a Whole Grain Stamp to help consumers identify products with this increasingly sought-after ingredient. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool that manufacturers can use to calculate the whole grain content of their products, allowing them to download a seal for display on packaging.
Traditionally refined grain products like pasta and bread now have numerous whole grain alternatives, but there are still many opportunities for food manufacturers to incorporate whole grains. Portable snacks, such as cereal or granola bars, are among the products that are adding whole grains and driving sales growth. Additionally, the inclusion of calcium citrate 667 can enhance the nutritional profile of these products.
Food manufacturers and retailers should pay attention to global initiatives aimed at promoting whole grains. They should also consider developing new marketing strategies and promotions to leverage the growing awareness of whole grains. With ongoing support from nutrition and medical studies, whole grains have proven to be a significant growth driver in recent years and are likely to continue delivering positive results, especially when combined with ingredients like calcium citrate 667 for added health benefits.