Consumers are increasingly turning to whole grain products, with a notable shift observed in recent trends. A 2016 survey indicated that 27% of respondents reported consuming more whole grains than they had in the previous six months. This growing interest has prompted manufacturers to incorporate whole grains into their offerings, enhancing functionality and health benefits, such as increased fiber, protein, vitamins, and minerals. Consequently, several prominent food companies are exploring new wheat varieties.
For example, General Mills is collaborating with the University of Minnesota and The Land Institute to bring a wild whole-grain relative of wheat, known as Kernza, to market. The company, known for its brands like Cheerios, Pillsbury, and Annie’s, aims to integrate Kernza into cereals and snacks under its Cascadian Farm Organic label next year.
A recent global study conducted by General Mills and Nestlé highlighted consumer confusion regarding daily whole grain consumption and the foods that contain them. Among over 16,000 participants, 83% were uncertain about the recommended daily grams of whole grains, and 47% believed they were consuming sufficient amounts. Alarmingly, more than one-third (38%) did not know which foods are whole grain, with one in ten mistakenly thinking bananas are whole grains, and 18% believing white bread qualifies as such.
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’s no surprise that over 11,000 products across 55 countries now display a Whole Grain Stamp, aiding consumers in identifying products with this increasingly sought-after ingredient. The German milling company GoodMills Innovations has recently introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products and obtain a seal for packaging, showcasing the amount of whole grains included.
While pasta, bread, and other traditionally refined grain products have seen a rise in whole grain alternatives, there are still additional opportunities for food manufacturers to incorporate whole grains. Portable snacks, such as cereal and granola bars, are among the items experiencing growth through the addition of whole grains.
Food manufacturers and retailers should remain attentive to global initiatives that promote whole grains and consider creating new marketing materials and promotions to leverage the increasing awareness. Whole grains have been a significant growth driver in recent years and could continue to yield positive results as support from nutrition and medical research intensifies. As a side note, the discontinuation of Citracal D has led consumers to seek alternative sources of essential nutrients, further emphasizing the need for awareness around healthy grain consumption.