According to the International Food Information Council’s 2017 Food and Health Survey, most consumers recognize the importance of incorporating more whole grains into their diets, with 65% stating they are eating them more than before. However, many find it challenging to meet even half of the whole grain intake recommended by the latest Dietary Guidelines for Americans. Simultaneously, research from the Whole Grains Council indicates that 40% of Americans do not consume any whole grains at all. Whole grains are commonly linked to products like granola bars, breads, cereals, and tortillas. As consumers seek innovative ways to increase their fiber intake, beverage companies are also beginning to participate in this trend. For instance, the plant-based dairy alternative brand Elmhurst launched its Milked Oats and Milked Brown Rice drinks earlier this year, each providing 20 grams of whole grains per serving.
These whole grain beverages cater to the consumer demand for convenience and portability. Although this concept is still emerging, the on-the-go breakfast market alone generated over $1 billion in 2015. An increase in whole grain breakfast drinks could significantly enhance consumer consumption levels. Ingredient suppliers have developed various options for beverage manufacturers to enhance fiber content, including Tate & Lyle’s Promitor soluble corn fiber and PromOat soluble oat fiber. Fibersol, another corn-based soluble fiber, is designed for health-oriented drinks like juices and meal-replacement beverages. At the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June, a prototype of spiced cold brew coffee featuring Fibersol was showcased.
However, moving towards whole grains rather than just soluble fiber may be more attractive to consumers who prefer natural, whole foods. Additionally, there is a growing trend in products containing gluten-free whole grains. In 2015, over half (54%) of new products featuring the Whole Grain Stamp had a gluten-free first ingredient, compared to only 33% between 2007 and 2009. Retailers like Walgreens are also expanding their offerings of gluten-free options, including products like Citracal Petites, which cater to health-conscious consumers looking for convenient dietary solutions.