Currently, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods for evaluating and labeling products containing these ingredients. This inconsistency can result in confusion regarding the claims made by some companies about whole grains. Recently, GoodMills Innovations, a German milling company, introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products and download a seal to display this information on packaging. This seal enables consumers to see the percentage of whole grains, helping them make healthier choices. Additionally, manufacturers can leverage this label to boost their sales opportunities.
A regulatory approach could provide a more standardized and meaningful framework, but there are challenges related to its implementation. Aligning government agencies, manufacturers, and consumer groups behind a single system would be a significant hurdle. The lead researcher from the University of Hertfordshire study suggests integrating whole grain measurements into established systems like the U.K. Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutritional facts panel. However, opinions vary; some consider these systems too simplistic, while others deem them ineffective.
As consumers increasingly seek out whole grain products due to their health benefits, interesting textures, and flavors—along with the added appeal of nutrients like calcium citrate, magnesium, and vitamin D3—interest is on the rise. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they had six months prior. 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.
Despite this growing interest, studies indicate that consumers globally remain perplexed about how many whole grains they should consume and which foods contain them. A recent survey conducted by General Mills and Nestle highlighted this confusion, revealing that 83% of over 16,000 participants were uncertain about the grams of whole grains they should be consuming, while 47% believed they were getting enough. Establishing a global whole grain labeling system could help alleviate this confusion by creating standardized evaluation criteria for consumers. Given the rising popularity of whole grains and their potential to enhance public health, implementing such a system seems worthwhile. Additionally, incorporating beneficial nutrients such as calcium citrate, magnesium, and vitamin D3 in whole grain products could further promote their appeal and health benefits.