Consumers are increasingly turning to whole grain products. A 2016 survey revealed that 27% of respondents reported eating more whole grains than they had in the previous six months. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their offerings, such as providing additional fiber, protein, vitamins, and minerals. This trend has led several prominent food companies to explore new wheat varieties. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to commercialize a wild whole grain relative of wheat known as Kernza. The producer of Cheerios, Pillsbury, and Annie’s aims to incorporate this grain into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé highlighted that consumers are often uncertain about the recommended daily intake of whole grains and which foods contain them. Among over 16,000 participants, 83% expressed uncertainty about the appropriate grams of whole grains they should consume, while 47% believed they were already getting enough. Additionally, more than one-third (38%) did not know which foods are rich in whole grains, with 10% mistakenly thinking bananas contain them and 18% believing that white bread is a source of whole grains.
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 not surprising that over 11,000 products across 55 countries now display the Whole Grain Stamp, helping shoppers identify items that contain this increasingly sought-after ingredient. The German milling company GoodMills Innovations recently launched an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products and download a seal indicating the amount for use on product packaging.
Products such as pasta, bread, and other traditionally refined grain items now feature a variety of whole grain alternatives, but there are still many opportunities for food manufacturers to incorporate whole grains. Portable snack items like cereal or granola bars are among the products that are increasingly adding whole grains, driving sales growth. Food manufacturers and retailers should remain attentive to global initiatives aimed at promoting whole grains. They should also consider developing new marketing materials and promotions to capitalize on the growing awareness surrounding these products. Whole grains have emerged as a significant growth driver in recent years and are likely to continue delivering positive results, especially as support from nutrition and medical studies continues to bolster their appeal.
In the context of health and nutrition, whole grains can complement other dietary choices, such as the best calcium citrate chews, which can further enhance consumers’ wellness. As awareness of whole grains grows, integrating them with supplemental products like the best calcium citrate chews may provide consumers with a more comprehensive approach to their health. The synergy between whole grains and supplements like the best calcium citrate chews could be a promising area for future product development.