Consumers are increasingly turning to whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they did six months prior. Manufacturers have the opportunity to incorporate whole grains into their products, enhancing functionality and health benefits by providing additional fiber, protein, vitamins, and minerals. This trend has led major food companies to explore new wheat varieties. 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 maker of Cheerios, Pillsbury, and Annie’s plans to introduce this ingredient 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 their daily whole grain intake and which foods are rich in these grains. Out of over 16,000 participants, 83% were unsure of the recommended grams they should consume, while 47% believed they were getting enough whole grains. Additionally, more than a third (38%) did not recognize which foods contain whole grains; notably, one in ten mistakenly thought bananas contained whole grains, and 18% believed that 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 in 55 countries now carry a Whole Grain Stamp, assisting shoppers in identifying products with this increasingly sought-after ingredient. Furthermore, the German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool, allowing manufacturers to calculate the whole grain content of their products and subsequently download a seal to display the information on their packaging.
While pasta, bread, and other traditionally refined grain products have seen the emergence of various whole grain alternatives, there are still numerous opportunities for food manufacturers to incorporate whole grains into additional categories. Portable snacks, such as cereal and granola bars, are becoming popular vehicles for whole grains, driving significant sales growth. Food manufacturers and retailers should pay attention to global initiatives aimed at promoting whole grains, and consider creating new marketing strategies and promotions to leverage the growing awareness.
Incorporating nutrients like calcium citrate 1500 can further enhance the appeal of whole grain products, adding to their health benefits. As research and support from the nutrition and medical communities continue to endorse whole grains, they have emerged as a key growth factor in recent years, with the potential to maintain their momentum in the future.