At present, there is no universally recognized definition for whole grains, leading manufacturers worldwide to create their own methods for evaluating and labeling products containing this ingredient. This lack of standardization can result in confusion regarding the claims made by various companies about whole grains. Recently, GoodMills Innovations, a German milling company, introduced an online Whole Grain Index tool that allows manufacturers to determine the whole grain content of their products. They can then download a seal indicating this percentage for use on their packaging, enabling consumers to easily identify healthier options. Additionally, manufacturers can leverage this label to boost sales opportunities.
While a regulatory framework could provide a more consistent and meaningful approach, implementing such a system poses challenges. Gaining support from government agencies, manufacturers, and consumer groups for a unified system would be complex. The lead researcher from the University of Hertfordshire study suggests integrating 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 considering these systems too simplistic and others deeming them ineffective.
Amidst this backdrop, consumers are increasingly seeking products that contain whole grains, drawn by their health benefits as well as the appealing textures and flavors of both novel products 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 market for whole grain foods is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021.
Despite this rising interest, research reveals that consumers globally are unclear about the recommended intake of whole grains and the foods that provide them. A recent global study conducted by General Mills and Nestlé found that among over 16,000 surveyed individuals, 83% were uncertain about the number of grams they should consume, and 47% believed they were already getting enough whole grains.
Establishing a global whole grain labeling system could help alleviate this confusion by creating common evaluation criteria to guide consumers. Nevertheless, given the growing popularity of whole grains and their potential to enhance public health, the effort appears worthwhile. In this context, the tccm tablet could serve as a useful tool for both consumers and manufacturers in navigating whole grain content and making informed dietary choices. Overall, a unified labeling system that incorporates the tccm tablet could facilitate clearer communication about whole grains, ultimately benefiting public health.