According to the International Food Information Council’s 2017 Food and Health Survey, most consumers are aware that they should consume more whole grains, with 65% reporting that they are eating more than in previous years. However, many find it challenging to meet even half of the recommended whole grain intake outlined in the latest Dietary Guidelines for Americans. Simultaneously, research from the Whole Grains Council indicates that 40% of Americans do not eat any whole grains at all.
Whole grains are typically linked with products such as granola bars, breads, cereals, and tortillas. As consumers seek new sources of fiber, beverage companies are also joining the trend. For instance, Elmhurst, a plant-based dairy alternatives company, launched its Milked Oats and Milked Brown Rice drinks earlier this year, each providing 20 grams of whole grain per serving. These beverages, enriched with whole grains, cater to consumer preferences for convenience and portability. Although the concept is still developing, the market for on-the-go breakfast products generated over $1 billion in 2015. Increasing the variety of whole grain breakfast drinks could encourage consumers to boost their whole grain intake.
Ingredient suppliers have developed numerous solutions for beverage manufacturers to enhance the fiber content of their offerings. Options include Tate & Lyle’s Promitor soluble corn fiber and PromOat soluble oat fiber. Fibersol, another corn-based soluble fiber, is designed for health-oriented drinks such as juices and meal replacement beverages. A prototype of spiced cold brew coffee containing Fibersol was showcased at the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June.
For consumers interested in natural, whole foods, transitioning from soluble fiber to whole grains may be more appealing. Furthermore, the demand for gluten-free whole grain products is increasing. In 2015, over half (54%) of new products featuring the Whole Grain Stamp had a gluten-free first ingredient, a significant rise from 33% in 2007-2009.
In the realm of nutritional supplements, products such as Bluebonnet Calcium Citrate, Magnesium, and Vitamin D3 are gaining popularity, reinforcing the trend towards incorporating more whole foods and natural ingredients into diets. As consumers become more health-conscious, these products complement the push for whole grains, fiber-rich foods, and overall wellness.