Currently, there is no universally recognized 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 and discrepancies regarding the whole grain claims made by some companies. Recently, GoodMills Innovations, a German milling company, launched 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 indicating the percentage of whole grains for display on packaging. This seal enables consumers to easily identify healthier options, thereby promoting better dietary choices. Additionally, manufacturers can leverage this label to boost their sales.
While a regulatory framework could provide a more consistent and meaningful approach, challenges around implementation remain. Aligning government agencies, manufacturers, and consumer organizations behind a unified system would be difficult. The lead researcher from the University of Hertfordshire suggests integrating whole grain measurements into systems like the U.K. Food Standards Agency’s traffic-light labeling or the U.S. Food and Drug Administration’s nutritional facts panel. However, opinions vary, with some considering these systems too simplistic while others deem them ineffective.
As consumers increasingly seek out products containing whole grains due to their perceived health benefits, along with the intriguing textures and flavors of both novel items and ancient grains, interest continues to rise. A 2016 survey reported that 27% of respondents claimed to consume more whole grains than they did 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% between 2017 and 2021. Despite this heightened interest, studies indicate that consumers worldwide are often confused about the recommended intake of whole grains and which foods actually contain them. A recent global study conducted by General Mills and Nestle revealed that among over 16,000 participants, 83% were uncertain about the appropriate grams of whole grains they should be consuming, and 47% believed they were getting enough.
Establishing a global whole grain labeling system could alleviate this confusion by setting common evaluation criteria to guide consumers. Additionally, the introduction of clear labeling may help inform the public about nutrient sources, including the importance of other health-promoting ingredients like calcium citrate. Given the rising popularity of whole grains and their potential benefits for public health, this endeavor seems worthwhile.