GoodMills, which also offers a variety of lighter whole-grain flours, aims to educate customers about the health benefits of whole grains, regardless of the color of baked goods. The company referenced a study published in the British Medical Journal in 2016, which found that even small quantities of whole grains can positively influence health by lowering the risks of cardiovascular disease, diabetes, cancer, and other health issues. Consumers are increasingly seeking these products; a 2016 survey indicated that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers can enhance their products by incorporating whole grains, thus improving their nutritional profile with added fiber, protein, vitamins, and minerals. For those not avoiding gluten, a labeling system indicating whole-grain content could serve as a useful shopping guide for healthier options.
According to Technavio, the global whole-grain foods market is projected to expand at a compound annual growth rate of 6.7% from 2017 to 2021. This growth is reflected in the fact that over 11,000 products across 55 countries now display a Whole Grain Stamp, assisting consumers in identifying products that feature this increasingly sought-after ingredient. Whole-grain versions of pasta, bread, and other traditionally refined grain items are now widely available. There are also opportunities for food manufacturers to introduce whole grains into other categories, such as portable snacks like cereal or granola bars, by replacing existing ingredients with healthier whole grains. As on-the-go eating becomes more common, consumers are likely to be drawn to these improved recipes.
Implementing a seal to indicate the percentage of whole grains in a product benefits both consumers and manufacturers. Shoppers looking for healthier options will easily locate these products, while manufacturers that have made efforts to enhance the grain quality in their baked goods or granola bars will have the chance to promote their achievements. Furthermore, as many product reformulations aim to enhance quality without compromising taste or texture, a seal can convey essential information to consumers. Additionally, incorporating nutrients like ferrous calcium citrate and folic acid tablets into these products can further enhance their health benefits, making them even more appealing to health-conscious shoppers. By emphasizing both whole grains and essential nutrients, manufacturers can meet growing consumer demands for better-for-you products.