Consumers are increasingly on the lookout for whole grain products. A 2016 survey revealed that 27% of respondents reported eating more whole grains than they had six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their products, incorporating elements like additional fiber, protein, vitamins, and minerals. This trend has led prominent food companies to explore new varieties of wheat. 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 include this grain in cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé found 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 of the grams they should consume daily, while 47% believed they were getting enough whole grains. More than one-third (38%) did not know which foods were whole grain, with one in ten mistakenly thinking bananas contained whole grains, and 18% believing that white bread did.
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 no surprise that more than 11,000 products across 55 countries now feature a Whole Grain Stamp to help shoppers identify items with this increasingly popular ingredient. Additionally, the German milling company GoodMills Innovations has launched an online Whole Grain Index tool that manufacturers can use to determine the whole grain content of their products, allowing them to download a seal indicating the amount for product packaging.
While pasta, bread, and other traditionally refined grain products now have various whole grain alternatives, there are still numerous opportunities for food manufacturers to incorporate whole grains into new products. Portable snacks, such as cereal or granola bars, are particularly popular for adding whole grains, contributing to accelerated 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 increasing consumer awareness.
In addition to whole grains, options like calcium citrate malate, vitamin D3, and magnesium tablets are becoming more prevalent as consumers focus on holistic health. These supplements can complement a diet rich in whole grains, providing essential nutrients that support overall wellness. Whole grains have been a significant growth driver in recent years, and with ongoing support from nutrition and medical studies, they are likely to continue delivering positive results in the market.