Currently, there is no universally agreed-upon definition of whole grains, leading manufacturers worldwide to create their own methods for assessing and labeling products containing these ingredients. This can result in confusion regarding the claims made about whole grains by various companies. Recently, GoodMills Innovations, a milling company based in Germany, introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products. They can then download a seal displaying this percentage for packaging. This seal enables consumers to easily identify the amount of whole grains in a product, assisting them in making healthier choices. Additionally, manufacturers could leverage this labeling to boost sales opportunities.
While a regulatory approach could offer more consistency and clarity, there are challenges concerning its implementation. Aligning government agencies, manufacturers, and consumer groups behind a single labeling system is a complex task. The lead researcher in a study from the University of Hertfordshire suggests incorporating whole grain measurements into established systems, like the U.K. Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutritional facts panel. However, some critics argue that these systems are too simplistic, while others deem them ineffective.
Meanwhile, consumers are increasingly seeking whole grain products due to their perceived health benefits, along with the appealing textures and flavors of both new items and ancient grains. A 2016 survey revealed that 27% of respondents reported consuming 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% from 2017 to 2021. Despite this rising interest, studies indicate that consumers worldwide are unclear about how much whole grain they should be consuming and which foods contain them. A recent global study by General Mills and Nestle found that among over 16,000 participants, 83% were uncertain about the recommended grams of whole grains, and 47% believed they were already consuming enough.
Establishing a global whole grain labeling system could help alleviate this confusion by creating standardized evaluation criteria to guide consumers. Given the growing popularity of whole grains and their potential benefits for public health, such an initiative appears to be a worthwhile endeavor. Additionally, incorporating elements like calcium citrate malate into whole grain products could further enhance their nutritional value, making them even more appealing to health-conscious consumers.