Consumers are increasingly looking for whole grain products. A 2016 survey revealed that 27% of respondents stated they consume more whole grains than they did six months prior. Manufacturers can incorporate whole grains into their offerings to enhance functionality and deliver health benefits, such as increased fiber, protein, vitamins, and minerals. This trend has prompted well-known food companies to explore new wheat varieties. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to bring a wild whole grain relative of wheat, known as Kernza, to market. The producer of Cheerios, Pillsbury, and Annie’s plans to include Kernza in cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé indicated that many people are uncertain about their daily whole grain intake and which foods contain them. Out of over 16,000 participants, 83% were unsure about the grams of whole grains they should consume, and 47% believed they were getting enough. Furthermore, more than one-third (38%) did not know which foods were whole grain, while 10% mistakenly thought bananas were whole grains, and 18% believed white bread contained 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 is not surprising that over 11,000 products across 55 countries now feature a Whole Grain Stamp, assisting shoppers in identifying items with this increasingly sought-after ingredient. Recently, the German milling company GoodMills Innovations launched an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products and obtain a seal for display on packaging.
While pasta, bread, and other traditionally refined grain products have seen a rise in whole grain alternatives, there are still numerous opportunities for food manufacturers to incorporate whole grains into new products. Portable snack items, such as cereal and granola bars, are increasingly adding whole grains, driving significant sales growth. Furthermore, as awareness continues to rise regarding the health benefits of whole grains, including their contribution to calcium citrate natural absorption, food manufacturers and grocers should monitor global initiatives aimed at promoting whole grains. They may also want to develop innovative marketing materials and promotions to leverage this growing interest. Whole grains have been a significant growth factor in recent years, and with ongoing support from nutrition and medical studies, their positive impact is likely to persist.