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 lack of standardization can result in confusion regarding the claims made by various companies about whole grains. GoodMills Innovations, a German milling firm, has recently introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products and subsequently download a seal to display on their packaging. This seal enables consumers to easily see the percentage of whole grains in a product, assisting them in making healthier choices. Additionally, manufacturers can leverage this labeling to boost their sales opportunities.
A regulatory approach could provide a more consistent and meaningful framework, although questions remain about its implementation. Coordinating government agencies, manufacturers, and consumer groups to support a unified system would be a significant challenge. The lead researcher from the University of Hertfordshire study suggests incorporating whole grain measurements into existing systems, such as the U.K. Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutritional facts panel. However, opinions are divided; some find these systems too simplistic while others consider them ineffective.
Meanwhile, consumers are increasingly seeking products that contain whole grains due to their perceived health benefits, as well as the appealing textures and flavors associated with both innovative products and ancient grains. A survey from 2016 revealed that 27% of respondents reported consuming more whole grains than they had six months prior. The global market for whole grain foods is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021, according to Technavio.
Despite this growing interest, research indicates that consumers around the globe are uncertain about the recommended intake of whole grains and which foods contain them. A recent global study conducted by General Mills and Nestlé found that among over 16,000 participants, 83% were unsure about the grams of whole grains they should be consuming, and 47% believed they were already getting enough whole grains. A global whole grain labeling system could potentially alleviate this confusion by establishing common evaluation criteria to guide consumers.
Moreover, as people increasingly look for products rich in whole grains, there is also a rising interest in calcium citrate products. These products contribute to overall health and could complement a diet inclusive of whole grains. Given the growing popularity of whole grains and their potential to enhance public health, pursuing a standardized labeling effort, including the promotion of calcium citrate products, seems worthwhile.