According to the International Food Information Council’s 2017 Food and Health Survey, most consumers recognize the importance of incorporating more whole grains into their diets, with 65% reporting an increase in their whole grain consumption compared to the past. However, many people find it challenging to reach even half of the whole grain intake recommended in the latest Dietary Guidelines for Americans. Concurrently, 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, breads, cereals, and tortillas.
As consumers seek innovative ways to increase their fiber intake, beverage companies are beginning to enter the market. For instance, plant-based dairy alternative brand Elmhurst launched its Milked Oats and Milked Brown Rice drinks earlier this year, each offering 20 grams of whole grain per serving. Beverages with added whole grains cater to the consumer demand for convenience and portability. Although this trend is still emerging, on-the-go breakfast products alone generated over $1 billion in revenue in 2015. An uptick in whole grain breakfast drinks could assist consumers in boosting their whole grain consumption.
Ingredient suppliers are providing a variety of options for beverage companies to enhance the fiber content of their products, such as Tate & Lyle’s Promitor soluble corn fiber and PromOat soluble oat fiber. Another solution is Fibersol, a corn-based soluble fiber designed for health-oriented beverages like juices and meal replacements. A prototype of spiced cold brew coffee featuring Fibersol was presented at the Institute of Food Technologists’ annual meeting and food expo in Las Vegas last June.
While focusing on soluble fiber is beneficial, moving toward whole grains may be more appealing to consumers who prioritize natural, whole foods. Additionally, the availability of gluten-free whole grain options is on the rise. In fact, more than half (54%) of new products featuring the Whole Grain Stamp had a gluten-free first ingredient in 2015, up from 33% in 2007-2009. Incorporating calcium citrate 600 mg into diets alongside whole grains may also provide additional health benefits, making these products even more attractive to health-conscious consumers.
In summary, as interest in whole grain consumption grows, the development of convenient, fiber-rich beverages aligns with consumer preferences. This trend, coupled with the rise in gluten-free whole grains and potential additions like calcium citrate 600 mg, could significantly impact dietary habits in the future.