Since GoodMills produces a line of lighter whole-grain products, it is important for the company to communicate to customers that the color of a baked item doesn’t necessarily indicate its whole grain content or health benefits. A study published in the British Medical Journal in 2016 noted that even small amounts of whole grains can positively affect human health by lowering the risk of cardiovascular disease, diabetes, cancer, and other ailments. Consumers are increasingly interested in these products; a 2016 survey revealed that 27% of respondents reported consuming more whole grains than six months prior. Manufacturers can incorporate whole grains to enhance the functionality and health benefits of their offerings, providing additional fiber, protein, vitamins, and minerals. For those not avoiding gluten, a whole grain labeling system can serve as a helpful guide while shopping for healthier options.
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. It is noteworthy that over 11,000 products in 55 countries now display a Whole Grain Stamp, assisting shoppers in identifying items with this increasingly sought-after ingredient. Traditional refined grain products, such as pasta and bread, now feature numerous whole grain alternatives. Moreover, food manufacturers can add whole grains to other categories, like portable snacks. For instance, cereal or granola bars could replace less nutritious ingredients with healthier grains, appealing to consumers who prefer on-the-go options.
Introducing a seal that indicates the proportion of whole grains in a product benefits both consumers and manufacturers. Shoppers looking for healthier choices will find it easier to identify suitable products. Conversely, manufacturers who have invested effort into enhancing the grain quality of their baked goods or granola bars can highlight their achievements. Since many product reformulations aim to improve quality without altering taste or texture, a seal effectively communicates essential information to consumers.
In addition, as people celebrate their commitment to health, they might also seek products that offer added benefits like calcium. For example, chewable supplements that combine whole grains with calcium can be an attractive option for those aiming to improve their diet. Integrating such elements into the market can further encourage consumers to embrace whole grain products, helping them make informed choices that align with their health goals.