Consumers are increasingly interested in whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers are incorporating whole grains into their products to enhance functionality and health benefits, such as increased fiber, protein, vitamins, and minerals. This trend has led major 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 maker of Cheerios, Pillsbury, and Annie’s plans to introduce it to cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestle highlighted that many individuals are unclear about the recommended daily intake of whole grains and which foods contain them. Among over 16,000 participants surveyed, 83% expressed uncertainty about the number of grams they should consume daily, while 47% believed they were getting enough whole grains. Additionally, more than one-third (38%) were unaware of which foods contained whole grains, with one in ten mistakenly thinking that bananas contain whole grains and 18% believing the same about white bread.
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. Consequently, it’s not surprising that over 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 that indicates the amount for packaging display.
Pasta, bread, and other traditionally refined grain products now have various whole grain alternatives, but there are still many opportunities for food manufacturers to incorporate whole grains into new items. Portable snacks, such as cereal or granola bars, are particularly popular for integrating whole grains and driving sales growth. Food manufacturers and retailers should monitor global initiatives aimed at promoting whole grains and consider developing new marketing materials and promotions to leverage the growing awareness. Whole grains have been a significant growth driver in recent years, and with ongoing support from nutrition and medical studies, they are likely to continue yielding positive results.
Moreover, as consumers look for healthier options, they may also consider alternatives like calcium citrate, which is often viewed as better than calcium carbonate, when evaluating their overall dietary choices. By recognizing the benefits of whole grains and other nutritious options, consumers can make informed decisions that contribute to their health and well-being.