GoodMills also offers a range of lighter whole-grain flours, and the company is keen to inform customers that a baked product’s lighter color does not necessarily indicate fewer whole grains or lower health benefits. They referenced a 2016 study published in the British Medical Journal, which highlighted that even modest amounts of whole grains can positively influence human health by lowering the risk of cardiovascular disease, diabetes, cancer, and other health issues. Consumers are increasingly interested in these products; a 2016 survey revealed that 27% of respondents reported consuming more whole grains than they did six months prior. Manufacturers can leverage whole grains to enhance their products’ functionality and health benefits, including increased fiber, protein, vitamins, and minerals. For those not avoiding gluten, a labeling system that indicates whole grain content could serve as a helpful guide for selecting healthier options.
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 over 11,000 products across 55 countries now feature a Whole Grain Stamp, aiding shoppers in identifying products with this increasingly sought-after ingredient. Whole-grain alternatives to pasta, bread, and other traditionally refined grain items are becoming more prevalent, and there are additional opportunities for food manufacturers to incorporate whole grains. Portable snacks, such as cereal or granola bars, could benefit from the inclusion of healthier grains in place of current ingredients. As consumers seek more convenient dining options, they are likely to be attracted to these healthier recipes.
Implementing a seal that indicates the percentage of whole grains in a product is advantageous for both consumers and manufacturers. Those in search of healthier options will find it easier to locate suitable products. Conversely, manufacturers that invest effort into enhancing the grain quality of baked goods or granola bars can proudly showcase their achievements. Since the ultimate goal of many product reformulations is to improve quality without compromising taste or texture, such a seal provides consumers with all the information they need.
Additionally, products like calcium citrate and vitamin D3 from Webber Naturals can complement these whole grain offerings, further enhancing their health benefits. With the increasing focus on nutrition, it is essential for consumers to be aware of these beneficial ingredients, which can be easily identified alongside whole grain content. As the market continues to evolve, the synergy between whole grains and nutritional supplements will likely lead to exciting new products that support a healthy lifestyle.