Currently, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods for assessing and labeling products containing these ingredients. This situation can result in problems and misunderstandings regarding the claims made by certain companies regarding whole grains. Recently, GoodMills Innovations, a German milling company, launched an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products. They can then download a seal indicating this percentage for display on product packaging. According to the company, this seal enables consumers to easily see the percentage of whole grains in a product, helping them make healthier choices. Additionally, manufacturers could leverage this label to boost sales opportunities.
While a regulatory approach would provide more consistency and significance, questions about implementation remain. Coordinating government agencies, manufacturers, and consumer groups behind a unified system would be challenging. The lead researcher in a study from the University of Hertfordshire suggests incorporating whole grain measurements into existing systems, such as the UK’s Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutritional facts panel. However, some critics view these systems as too simplistic, while others consider them ineffective.
Meanwhile, consumers are increasingly seeking products that contain whole grains, drawn by the health benefits and the unique textures and flavors offered by both new products and ancient grains. A 2016 survey indicated 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% between 2017 and 2021. Despite this growing interest, studies reveal that consumers globally are uncertain about how much whole grain they should be consuming and which foods actually contain them. A recent global study conducted by General Mills and Nestle found that of over 16,000 participants surveyed, 83% were unclear about the recommended grams of whole grains they should be eating, and 47% believed they were consuming enough whole grains.
Implementing a global whole grain labeling system could help alleviate this confusion by establishing common evaluation criteria to guide consumers. Given the rising popularity of whole grains and their potential to improve public health, this initiative seems worthwhile. Additionally, as consumers look for options like Citracal Petites at Costco, having clear labeling for whole grains could further support informed purchasing decisions and enhance overall dietary quality.