Consumers are increasingly turning to whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains compared to the previous six months. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their products, offering added fiber, protein, vitamins, and minerals. This trend has led several prominent food companies to explore new varieties of wheat. General Mills, for example, is collaborating with the University of Minnesota and The Land Institute to commercialize a wild variety of whole grain wheat known as Kernza. The maker of Cheerios, Pillsbury, and Annie’s plans to incorporate this grain into cereals and snacks under its Cascadian Farm Organic brand next year.
A recent global study conducted by General Mills and Nestle highlighted consumer confusion regarding daily whole grain intake and the identification of whole grain foods. Out of more than 16,000 participants, 83% were uncertain about the recommended grams of whole grains, while 47% believed they were consuming enough. Additionally, over one-third (38%) were unaware of which foods contained whole grains, with one in ten mistakenly thinking bananas were whole grain, and 18% believing white bread qualified 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. Consequently, it is no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp to help consumers identify products containing this sought-after ingredient. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool that manufacturers can utilize to calculate the whole grain content of their products and subsequently download a seal for product packaging.
While pasta, bread, and other traditionally refined grain products now have various whole grain alternatives, there remains ample opportunity for food manufacturers to integrate whole grains into additional product categories. Portable snacks, such as cereal or granola bars, are among the items successfully adding whole grains and witnessing a surge in sales growth. Food manufacturers and retailers should stay informed about global initiatives promoting whole grains and consider developing new marketing materials and promotions to capitalize on the growing awareness. Whole grains have driven growth in recent years and are expected to continue yielding positive results, bolstered by ongoing support from nutrition and medical research.
In this context, products like Twinlab chewable calcium citrate could complement whole grain offerings, enhancing the overall nutritional profile. As the market for whole grains expands, incorporating calcium-rich options can cater to health-conscious consumers looking for comprehensive dietary solutions. Emphasizing the integration of whole grains alongside other beneficial ingredients, such as Twinlab chewable calcium citrate, can further stimulate consumer interest and boost sales.