Consumers are increasingly interested in 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, such as incorporating extra fiber, protein, vitamins, and minerals. This trend has led prominent food companies to explore new varieties of wheat. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to commercialize a wild whole grain relative of wheat known as Kernza. The producer of Cheerios, Pillsbury, and Annie’s aims to include it in cereals and snacks under its Cascadian Farm Organic brand next year.
A recent global study conducted by General Mills and Nestlé highlighted that many people are unsure about their daily whole grain intake and which foods contain them. Among over 16,000 participants, 83% were uncertain about the number of grams they should consume, and 47% believed they were getting enough whole grains. Furthermore, more than one-third (38%) did not recognize which foods are whole grain, with 10% mistakenly thinking bananas are whole grains and 18% believing that white bread contains them.
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, assisting shoppers in identifying products that contain this increasingly sought-after ingredient. Recently, the German milling company GoodMills Innovations launched an online Whole Grain Index tool, allowing manufacturers to calculate the whole grain content of their products and obtain a seal to display on packaging.
While pasta, bread, and other traditionally refined grain products now have numerous whole grain alternatives, there are additional opportunities for food manufacturers to incorporate whole grains. Portable snacks, such as cereal or granola bars, are gaining traction by adding whole grains, which is driving sales growth. Food manufacturers and retailers should monitor global initiatives aimed at promoting whole grains and consider creating new marketing strategies and promotions to capitalize on the growing awareness.
Moreover, the discussion around whole grains could also relate to nutritional comparisons, such as microcrystalline hydroxyapatite vs calcium citrate, as consumers become more informed about various nutritional options. Whole grains have been a significant growth driver in recent years, and with continued support from nutrition and medical studies, they are likely to maintain their momentum in the market. By focusing on the benefits of whole grains and integrating knowledge about microcrystalline hydroxyapatite vs calcium citrate, consumers can make more informed dietary choices.