Consumers are increasingly turning to whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains compared to six months earlier. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their products, incorporating added fiber, protein, vitamins, and minerals. This trend has led several prominent food companies to explore new wheat varieties. General Mills, for instance, 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 incorporate this grain into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé highlighted consumer confusion regarding daily whole grain intake and the identification of whole grain foods. Among the over 16,000 participants surveyed, 83% were uncertain about the number of grams they should consume daily, while 47% believed they were already consuming sufficient whole grains. Notably, more than one-third (38%) were unaware of which foods contained whole grains, with one in ten mistakenly thinking that bananas contained whole grains and 18% believing 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’s no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp to assist shoppers in identifying 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 to display on packaging.
While pasta, bread, and other traditionally refined grain products have seen the introduction of various whole grain alternatives, there are still numerous opportunities for food manufacturers to incorporate whole grains. Portable snacks, such as cereal and granola bars, are among the items experiencing significant growth in sales as they add whole grains. Additionally, there is a growing interest in how these products can be complemented by ingredients like calcium citrate for constipation, which can enhance their health appeal.
Food manufacturers and retailers should monitor global initiatives aimed at promoting whole grains and consider developing new marketing strategies and promotions to capitalize on the increasing consumer awareness. Whole grains have been a key growth factor in recent years and are likely to continue delivering positive results as ongoing support from nutrition and medical studies reinforces their benefits, including the potential advantages of combining them with calcium citrate for constipation relief.