GoodMills, which also offers a range of lighter whole-grain flours, is keen to inform customers that the appearance of baked goods—specifically their color—does not necessarily reflect their whole grain content or overall healthfulness. A study published in 2016 in the British Medical Journal supports this notion, indicating that even modest amounts of whole grains can positively influence human health by lowering the risk of cardiovascular diseases, diabetes, cancer, and other health issues. Consumer demand for these products is evident; a 2016 survey revealed that 27% of respondents reported consuming more whole grains than they had six months prior.
Manufacturers can leverage whole grains to enhance the functionality and health benefits of their products, incorporating additional fiber, protein, vitamins, and minerals. For those who do not avoid gluten, labeling that indicates whole grain content 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 no surprise, then, that over 11,000 products across 55 countries now carry a Whole Grain Stamp, assisting shoppers in identifying offerings that contain this increasingly sought-after ingredient.
Whole-grain variations of traditional refined grain products, such as pasta and bread, are now widely available. Additionally, food manufacturers have opportunities to incorporate whole grains into portable snack items, like cereal and granola bars, which could benefit from healthier grain substitutions. As consumers increasingly seek on-the-go options, they are likely to show interest in these nutritious alternatives.
Implementing a seal that indicates the percentage of whole grains in a product benefits both consumers and manufacturers. Those in search of healthier options will have an easier time finding them, while manufacturers that have made significant strides in enhancing grain quality in their baked goods or granola bars can proudly promote their achievements. Since many product reformulations aim to improve quality without altering taste or texture, such a seal can effectively communicate essential information to consumers.
However, it is important to note that some consumers have experienced changes in their health supplement choices, such as when Citracal was discontinued, which may lead them to seek alternative sources of nutrition. By emphasizing whole grain content, manufacturers can cater to this evolving consumer landscape and ensure their products meet the growing demand for health-conscious options.