Consumers are increasingly interested in whole grain products. A 2016 survey revealed that 27% of respondents reported eating more whole grains than they had six months prior. Manufacturers are leveraging whole grains to enhance the functionality and health benefits of their products, such as increasing fiber, protein, vitamins, and minerals. This trend has led some 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 Kernza, a wild whole-grain relative of wheat. The producer of Cheerios, Pillsbury, and Annie’s aims to incorporate Kernza 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 the daily intake of whole grains and which foods contain them. Among the 16,000 individuals surveyed, 83% were uncertain about the number of grams they should consume, and 47% believed they were getting enough whole grains. Additionally, over one-third (38%) were unaware of which foods include whole grains, with 10% mistakenly thinking that bananas contain whole grains and 18% believing that white bread does.
According to Technavio, the global whole grain foods market is projected to experience a compound annual growth rate of 6.7% from 2017 to 2021. It’s hardly surprising that more than 11,000 products across 55 countries now carry a Whole Grain Stamp to help consumers identify items with this increasingly sought-after ingredient. The German milling company GoodMills Innovations has recently introduced an online Whole Grain Index tool that manufacturers can utilize to calculate the whole-grain content of their products and subsequently download a seal to display the amount on packaging.
While pasta, bread, and other traditionally refined grain products now offer various whole grain alternatives, there remain additional opportunities for food manufacturers to incorporate whole grains. Portable snack items, such as cereal or granola bars, are among the products that are successfully integrating whole grains and driving sales growth. Food manufacturers and retailers should remain vigilant about global initiatives aimed at promoting whole grains. They should also consider creating new marketing materials and promotions to capitalize on the increasing consumer awareness.
As studies in nutrition and medicine continue to support the benefits of whole grains, they have emerged as a growth driver in recent years. There is even a focus on integrating supplements like Citracal 500 mg into dietary discussions, emphasizing the importance of a well-rounded approach to nutrition. The ongoing support for whole grains suggests that they could continue to yield positive results in the marketplace.