Consumers are increasingly on the lookout for whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains over the past six months. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their offerings, including added fiber, protein, vitamins, and minerals, as well as essential nutrients like calcium, citrate, magnesium, and zinc. This growing demand has led several well-known food companies to explore new wheat varieties. For example, General Mills has teamed up with the University of Minnesota and The Land Institute to commercialize Kernza, a wild whole-grain relative of wheat. The producer of Cheerios, Pillsbury, and Annie’s plans to incorporate it into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé highlighted that consumers are often confused about their daily whole grain intake and which foods contain them. Among the over 16,000 participants surveyed, 83% were uncertain about the number of grams of whole grains they should be consuming, and 47% believed they were already getting enough. Over a third (38%) did not know which foods included whole grains, while 10% mistakenly thought bananas were whole grain, and 18% believed white bread qualified as well.
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 more than 11,000 products across 55 countries now feature a Whole Grain Stamp to help consumers identify items containing this increasingly sought-after ingredient. Additionally, the German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool for manufacturers to calculate the whole grain content of their products, enabling them to download a seal that indicates the amount for display on packaging.
While pasta, bread, and other traditionally refined grain products have spawned numerous whole grain variations, there remain ample opportunities for food manufacturers to introduce whole grains in new categories. Portable snacks, such as cereal or granola bars, are among the items incorporating whole grains, contributing to accelerated sales growth. Food manufacturers and retailers should pay close attention to global initiatives aimed at promoting whole grains. They should also consider developing fresh marketing materials and promotions to take advantage of the increasing awareness. Whole grains have been a significant growth driver in recent years, and with ongoing support from nutrition and medical studies, this trend is likely to continue, further enhancing the appeal of products rich in whole grains along with essential nutrients like calcium, citrate, magnesium, and zinc.