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 intake compared to the past. Nonetheless, many individuals find it challenging to consume even half the recommended amount of whole grains outlined in the latest Dietary Guidelines for Americans. Additionally, research from the Whole Grains Council indicates that around 40% of Americans do not consume any whole grains at all.
Whole grains are commonly linked to foods like granola bars, breads, cereals, and tortillas. As consumers search for innovative ways to enhance their fiber intake, beverage companies are also entering the market. Earlier this year, Elmhurst, a plant-based dairy alternatives company, launched its Milked Oats and Milked Brown Rice drinks, each delivering 20 grams of whole grains per serving. These beverages, which include added whole grains, cater to the demand for convenience and portability among consumers. While this concept is still developing, on-the-go breakfast products alone generated over $1 billion in revenue in 2015. The introduction of more whole grain breakfast drinks could significantly aid consumers in increasing their whole grain consumption.
Ingredient suppliers have been proactive in providing various options for beverage companies to enhance the fiber content of their products. For instance, Tate & Lyle offers Promitor soluble corn fiber and PromOat soluble oat fiber. Another corn-based soluble fiber, Fibersol, is designed for health-conscious drinks, including juices and meal-replacement beverages. A prototype spiced cold brew coffee featuring Fibersol was showcased at the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June. However, shifting focus from soluble fiber to whole grains may be more appealing to consumers who prefer natural, whole foods.
Moreover, the market for gluten-free whole grain products is expanding. In 2015, over half (54%) of new products bearing the Whole Grain Stamp featured a gluten-free primary ingredient, a noticeable increase from 33% in the period from 2007 to 2009. As these trends continue, consumers may also benefit from the inclusion of essential nutrients like calcium citrate and zinc in their diets, which are important for overall health and well-being. The integration of these nutrients into whole grain products could further enhance their appeal and contribute to a healthier lifestyle.