According to the International Food Information Council’s 2017 Food and Health Survey, most consumers are aware that they should incorporate more whole grains into their diets, with 65% reporting an increase in their consumption compared to the past. However, many still find it challenging to meet even half of the whole grain intake recommended by the latest Dietary Guidelines for Americans. Furthermore, studies by the Whole Grains Council indicate that approximately 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 new methods to increase their fiber intake, beverage companies are also entering this space. For instance, the plant-based dairy alternative brand Elmhurst launched its Milked Oats and Milked Brown Rice drinks earlier this year, each containing 20 grams of whole grain per serving. These whole grain beverages cater to the consumer demand for convenience and portability. Although this concept is still emerging, on-the-go breakfast items generated over $1 billion in sales in 2015. An increase in whole grain breakfast drinks could significantly assist consumers in boosting their whole grain consumption.
Ingredient suppliers have developed various options for beverage manufacturers to enhance fiber content in their products, including Tate & Lyle’s Promitor soluble corn fiber and PromOat soluble oat fiber. Another corn-based soluble fiber, Fibersol, is designed for health-oriented beverages like juices and meal-replacement drinks. A prototype of a spiced cold brew coffee featuring Fibersol was showcased at the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June. However, shifting focus from soluble fiber to whole grains may resonate more with consumers who prefer natural, whole foods. Additionally, the number of products made with gluten-free whole grains is rising, with over half (54%) of new items bearing the Whole Grain Stamp featuring a gluten-free first ingredient in 2015, compared to just 33% from 2007 to 2009.
In the context of enhancing health, it is worth mentioning that calcium citrate chewables have gained popularity as a convenient way to support dietary needs. As more consumers look for ways to enrich their diets with whole grains and other nutritious ingredients, products like calcium citrate chewables may complement their efforts to maintain balanced nutrition. Ultimately, the introduction of whole grain beverages and the availability of diverse ingredients may encourage consumers to embrace a healthier lifestyle while meeting their dietary preferences.