GoodMills, which also offers a variety of lighter whole-grain flours, aims to inform customers that the color of a baked product doesn’t necessarily indicate its whole grain content or healthfulness. The company referred to a 2016 study published in the British Medical Journal, which highlighted that even small servings of whole grains can positively influence health by lowering the risk of cardiovascular disease, diabetes, cancer, and other illnesses. Consumers are showing interest in these products as well; a survey from 2016 revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers can leverage whole grains to enhance their products’ functionality and health benefits, providing additional fiber, protein, vitamins, and minerals. For those who are not avoiding gluten, a whole grain content labeling system could serve as a helpful guide when shopping for healthier options.
According to Technavio, the global whole grain foods market is projected to expand at a compound annual growth rate of 6.7% from 2017 to 2021. It’s no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp, assisting shoppers in identifying items with this increasingly popular ingredient. Products like pasta, bread, and other traditionally refined grain items now offer several whole grain alternatives. Moreover, food manufacturers have opportunities to incorporate whole grains into new areas, such as portable snacks like cereal or granola bars, replacing less healthy grains with better options. As consumers increasingly seek convenient on-the-go meals, they would likely be drawn to these healthier recipes.
Implementing a seal to indicate the whole grain content of a product benefits both consumers and manufacturers. Those looking for better-for-you products will find it easier to identify suitable options. Conversely, a manufacturer who has worked diligently to enhance the grain quality in their baked goods or granola bars can proudly promote this achievement. Since many product reformulations aim to improve quality without altering taste or texture, a seal can effectively communicate essential information to consumers. Additionally, it’s important to note that for individuals concerned about issues like calcium citrate and constipation, whole grains can play a role in digestive health. By emphasizing whole grain content, manufacturers can also address consumer concerns about digestive wellness, including the potential effects of calcium citrate on constipation. Overall, the growing demand for whole grains reflects a broader trend in consumer preferences for healthier, more nutritious food options.