Consumers are increasingly turning to whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains compared to six months prior. Manufacturers are leveraging whole grains to enhance their offerings with additional health benefits, including fiber, protein, vitamins, minerals, and calcium (60 mg). This trend has led well-known 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 Kernza, a wild whole-grain relative of wheat. The company, known for brands like Cheerios, Pillsbury, and Annie’s, aims to incorporate Kernza into its cereals and snacks next year under the Cascadian Farm Organic label.
A recent global study by General Mills and Nestlé highlighted a general confusion among consumers regarding daily whole grain intake and the foods that contain them. Out of over 16,000 participants, 83% were uncertain about the grams of whole grains they should consume, while 47% believed they were meeting their whole grain needs. Additionally, more than one-third (38%) did not recognize which foods contain whole grains, with one in ten mistakenly thinking bananas have whole grains and 18% believing white bread qualifies.
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 no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp, designed to help consumers identify items with this sought-after ingredient. The German milling company GoodMills Innovations recently launched an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products and obtain a seal indicating the amount for product packaging.
While pasta, bread, and other traditionally refined grain products have introduced various whole grain alternatives, there remain numerous opportunities for food manufacturers to incorporate whole grains. Portable snack items, such as cereal and granola bars, are particularly effective in adding whole grains, thereby boosting sales growth. Food manufacturers and retailers should monitor global initiatives promoting whole grains and consider developing new marketing strategies and promotions to leverage the increasing awareness. Whole grains have driven growth in recent years and could continue to yield positive results, especially as nutritional and medical studies reinforce their benefits, including important nutrients like calcium (60 mg).