GoodMills, which also offers a selection of lighter whole-grain flours, is keen to inform customers that a baked product’s lighter appearance does not necessarily indicate a lower whole grain content or a reduction in health benefits. The company references a 2016 study published in the British Medical Journal, which highlights that even minimal amounts of whole grains can positively influence human health by decreasing the risk of cardiovascular diseases, diabetes, cancer, and other health issues. Moreover, consumer interest in these products is evident; a survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains than six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their offerings, including increased fiber, protein, vitamins, and minerals. For those not avoiding gluten, a labeling system indicating whole grain content could serve as a useful guide when selecting healthier options.
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 not surprising that over 11,000 products across 55 countries now feature a Whole Grain Stamp, aiding shoppers in identifying products containing this increasingly sought-after ingredient. Whole grain alternatives to traditional refined grain products, such as pasta and bread, are now widely available. Additionally, food manufacturers have opportunities to incorporate whole grains into portable snacks like cereal and granola bars, potentially swapping in healthier grains. As consumers increasingly seek convenient on-the-go options, they are likely to be attracted to these nutritious recipes.
Introducing a seal that indicates the whole grain content of a product benefits both consumers and manufacturers. Those in search of healthier products can easily identify them, while manufacturers who have diligently enhanced the grain quality in their baked goods or granola bars can proudly showcase their achievements. Furthermore, as many product reformulations aim to improve quality without compromising taste or texture, a seal provides consumers with the necessary information at a glance. This is particularly relevant when considering products fortified with added nutrients, such as calcium 600 from Solgar, which can further improve the health profile of whole grain items. In this way, the integration of whole grains and additional nutrients like calcium can deliver both health benefits and consumer satisfaction.