Consumers are increasingly turning to whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported eating more whole grains compared to the previous six months. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their offerings, such as increasing fiber, protein, vitamins, and minerals. This trend has motivated several leading food companies to explore new varieties of wheat. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to commercialize a wild whole-grain relative of wheat known as Kernza. The company, which produces Cheerios, Pillsbury, and Annie’s, plans 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 that many people are uncertain about the daily intake of whole grains and the foods that contain them. Out of over 16,000 participants, 83% were unsure about the recommended grams of whole grains, while 47% believed they were consuming enough. Additionally, more than one-third (38%) did not know which foods include whole grains; notably, one in ten thought bananas contained whole grains, and 18% believed white bread did.
Technavio forecasts that the global whole grain foods market will grow at a compound annual growth rate of 6.7% between 2017 and 2021. It’s no surprise that more than 11,000 products across 55 countries now feature a Whole Grain Stamp to assist shoppers in identifying items 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 their packaging.
While pasta, bread, and other traditionally refined grain products have seen the emergence of various whole grain alternatives, there are additional opportunities for food manufacturers to incorporate whole grains into new items. Portable snacks, such as cereal and granola bars, are gaining traction by adding whole grains, contributing to accelerated sales growth. Food manufacturers and retailers should pay attention to global initiatives aimed at promoting whole grains, and consider developing innovative marketing strategies and promotions to capitalize on the growing awareness surrounding these products. Whole grains have been a significant growth driver in recent years and are likely to continue yielding positive results, especially as support from nutrition and medical studies persists.
Moreover, as consumers become more health-conscious, they are looking for products that not only include whole grains but also provide additional benefits, such as calcium citrate. When searching for the calcium citrate best brand, it is essential to consider those that offer whole grain options, as this combination can enhance overall wellness. The increasing demand for whole grains and health supplements like calcium citrate reflects a broader trend towards healthier eating habits, making it crucial for food manufacturers to adapt and innovate in this evolving market.