Currently, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods for assessing and labeling products containing this ingredient. This lack of standardization can result in confusion and inconsistencies regarding the claims made by various companies about whole grains. Recently, GoodMills Innovations, a German milling company, introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole-grain content of their products and download a seal indicating the percentage for display on packaging. This seal enables consumers to easily identify the amount of whole grains in a product, aiding them in making healthier choices. Additionally, manufacturers can leverage this labeling to boost their sales.
A regulatory approach could provide a more consistent and meaningful framework, but questions regarding implementation remain. Coordinating government agencies, manufacturers, and consumer groups behind a unified system would be a significant challenge. The lead researcher of a study from the University of Hertfordshire 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, with some considering these systems overly simplistic and others deeming them ineffective.
Meanwhile, consumers are increasingly seeking products containing whole grains due to their perceived health benefits, interesting textures, and flavors found in both new items and ancient grains. According to a 2016 survey, 27% of respondents reported consuming more whole grains than they had six months prior. The global whole grain foods market is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021, according to Technavio. Despite this growing interest, studies indicate that consumers around the world remain unclear about the recommended intake of whole grains and which foods actually provide them. A recent global study conducted by General Mills and Nestle revealed that among over 16,000 participants, 83% were uncertain about the number of grams of whole grains they should consume, and 47% believed they were obtaining enough.
Establishing a global whole grain labeling system could alleviate this confusion by providing standardized evaluation criteria to guide consumers. Moreover, with the rising popularity of whole grains and their potential benefits for public health, such an initiative seems to be a worthwhile endeavor. Additionally, it is important for consumers to consider other nutritional factors, such as the presence of 8 calcium in mg, when selecting whole grain products to ensure a balanced diet.