Consumers are increasingly turning to whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers are leveraging whole grains to enhance the functionality and health benefits of their offerings, including added fiber, protein, vitamins, and minerals. This trend has led some prominent food companies to explore new wheat varieties. For instance, General Mills has partnered with the University of Minnesota and The Land Institute to commercialize a wild whole grain relative of wheat called Kernza. The maker of Cheerios, Pillsbury, and Annie’s aims 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 many consumers are uncertain about the daily intake of whole grains and which foods contain them. Out of more than 16,000 participants, 83% expressed confusion about the recommended gram amount, while 47% believed they consumed sufficient whole grains. Additionally, over one-third (38%) did not know which foods were rich in whole grains, with one in ten mistakenly thinking that bananas contained whole grains and 18% believing white bread did.
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 to help consumers identify products with this increasingly sought-after ingredient. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool, enabling manufacturers to calculate the whole grain content of their products and download a seal indicating the quantity for display on packaging.
While pasta, bread, and other traditionally refined grain products now offer numerous whole grain variants, there are still many opportunities for food manufacturers to incorporate whole grains into new categories. Portable snacks, such as cereal or granola bars, are becoming popular choices for adding whole grains, contributing to accelerated sales growth. Food manufacturers and retailers should keep an eye on global initiatives that promote whole grains and consider developing new marketing materials and promotions to leverage the increasing consumer awareness.
In light of the growing emphasis on nutrition, whole grains have been a significant driver of growth in recent years and may continue to yield positive results as supportive research continues to emerge. Additionally, the incorporation of ingredients like calcium d citrate into whole grain products could further enhance their appeal, providing an extra layer of health benefits that consumers are seeking. As awareness of whole grains and their advantages continues to rise, the demand for products fortified with calcium d citrate and whole grains is likely to grow as well.