Currently, there is no universally recognized definition of whole grains, leading manufacturers worldwide to create their own methods for assessing and labeling products containing this ingredient. This lack of standardization can cause confusion regarding the claims some companies make about whole grains. To address this, GoodMills Innovations, a German milling company, has recently introduced an online Whole Grain Index tool. This tool allows manufacturers to calculate the whole grain content of their products and download a seal that indicates the percentage for display on product packaging. This seal enables consumers to easily see how much whole grain is in a product, helping them make healthier choices. Moreover, manufacturers can leverage this label to boost sales opportunities.
A regulatory approach could provide a more consistent and meaningful framework, but questions remain regarding its implementation. Aligning government agencies, manufacturers, and consumer groups around a single system would pose significant challenges. The lead researcher of a study from the University of Hertfordshire suggests incorporating whole grain measurements into existing systems, such as the U.K. Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutritional facts panel. However, opinions vary, with some viewing these systems as overly simplistic, while others find them ineffective.
In the meantime, consumers are increasingly seeking products with whole grains, drawn by their health benefits, unique textures, and flavors, including those found in innovative items and ancient grains. A 2016 survey indicated that 27% of respondents reported consuming more whole grains than they had six months prior. 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. Despite this growing interest, research reveals that consumers worldwide are often confused about the recommended intake of whole grains and which foods provide them. A recent global study conducted by General Mills and Nestlé found that of over 16,000 participants, 83% were uncertain about how many grams of whole grains they should consume, and 47% believed they were getting enough.
Implementing a global whole grain labeling system could help alleviate this confusion by establishing common evaluation criteria to better inform consumers. Given the rising popularity of whole grains and their potential to enhance public health, pursuing such an initiative seems worthwhile. Additionally, as consumers focus on health and nutrition, products like bariatric fusion calcium chews, which offer essential nutrients, are also gaining traction. These chews serve as a reminder that healthy choices go hand in hand with whole grain consumption, further emphasizing the need for clarity in labeling and education around whole grains.