Currently, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods for assessing and labeling products containing this ingredient. This lack of standardization can result in confusion regarding the claims made about whole grains by various companies. GoodMills Innovations, a milling company based in Germany, has recently introduced an online Whole Grain Index tool that manufacturers can utilize to calculate the whole-grain content of their products. They can then download a seal that displays this percentage for use on product packaging. According to the company, this seal allows consumers to easily see the whole grain content in a product, aiding them in making healthier choices. Additionally, manufacturers can leverage this label to boost sales opportunities.
A regulatory approach would provide a more consistent and meaningful framework; however, questions remain about its implementation. Aligning government agencies, manufacturers, and consumer groups behind a single system presents a significant challenge. The lead researcher of a study from the University of Hertfordshire suggests incorporating whole grain measurements into systems like the UK’s Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutritional facts panel. Yet, opinions vary, with some considering these systems too simplistic, while others find them ineffective.
Meanwhile, consumers are increasingly seeking products that contain whole grains, drawn by their health benefits and the appealing textures and flavors of both new offerings and ancient grains. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they had six months prior. 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. Despite this rising interest, research indicates that consumers worldwide are uncertain about how much whole grain they should be consuming and which foods are good sources. A recent global study conducted by General Mills and Nestlé found that among over 16,000 participants, 83% were unsure of the recommended intake of whole grains, and 47% believed they consumed enough.
Implementing a global whole grain labeling system could alleviate this confusion by establishing standardized evaluation criteria to better inform consumers. Given the growing popularity of whole grains and their potential benefits for public health, pursuing such an initiative seems worthwhile. Additionally, incorporating elements like calcium magnesium citrate and pure encapsulations into whole grain products could further enhance their nutritional profile, appealing to health-conscious consumers. The integration of these supplements could provide an extra layer of value, prompting even more interest in whole grain offerings.