Many consumers are aware of the benefits of incorporating more whole grains into their diets. According to the International Food Information Council’s 2017 Food and Health Survey, 65% of individuals report that they are consuming more whole grains than in the past. However, many still find it challenging to meet the recommended intake outlined in the latest Dietary Guidelines for Americans. Research from the Whole Grains Council indicates that around 40% of Americans do not consume any whole grains at all.
Whole grains are commonly found in products like granola bars, breads, cereals, and tortillas. As consumers seek innovative ways to increase their fiber intake, beverage companies are starting to enter this market. For instance, Elmhurst, a company specializing in plant-based dairy alternatives, launched its Milked Oats and Milked Brown Rice drinks earlier this year, each providing 20 grams of whole grain per serving. These beverages cater to the growing consumer demand for convenience and portability. Although this concept is still developing, on-the-go breakfast products alone generated over $1 billion in 2015. An increase in whole grain breakfast drinks could significantly boost consumers’ overall grain consumption.
Ingredient suppliers are also innovating to help beverage companies enhance their products’ fiber content. For example, Tate & Lyle offers Promitor soluble corn fiber and PromOat soluble oat fiber, while Fibersol is another corn-based soluble fiber designed for health-focused beverages like juices and meal replacements. At the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June, a prototype of spiced cold brew coffee featuring Fibersol was introduced.
However, consumers may be more inclined to choose products that focus on whole grains rather than just soluble fibers, as they often seek natural, wholesome foods. The demand for gluten-free whole grains is also on the rise, with over half (54%) of new products featuring the Whole Grain Stamp containing a gluten-free ingredient in 2015, up from 33% in 2007 to 2009.
To further enhance the nutritional profile of these products, integrating calcium citrate 315 mg can also provide essential nutrients that support overall health. This addition could serve to attract consumers looking for well-rounded options. As the market evolves, the inclusion of calcium citrate 315 mg alongside whole grains may become a key selling point, appealing to health-conscious individuals.