Consumers are increasingly interested in whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers are leveraging whole grains to enhance their products with functional and health benefits, including added fiber, protein, vitamins, and minerals. This trend has led major food companies to explore new wheat varieties. 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, known for brands like Cheerios, Pillsbury, and Annie’s, plans to incorporate Kernza into cereals and snacks next year under its Cascadian Farm Organic label.
A recent global study conducted by General Mills and Nestle indicated that consumers are uncertain about their daily whole grain intake and which foods contain them. Among over 16,000 participants, 83% were unsure of how many grams of whole grains they should be consuming, while 47% believed they were getting enough. Additionally, more than one-third (38%) did not know which foods are whole grain, with one in ten mistakenly thinking bananas contain whole grains and 18% believing white bread does.
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 help consumers identify products with this increasingly popular ingredient. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool, allowing manufacturers to calculate the whole-grain content of their products, which they can then display on their packaging.
While pasta, bread, and other traditionally refined grain products have introduced various whole grain options, there are many other avenues for food manufacturers to incorporate whole grains. Portable snack items, such as cereal or granola bars, are among the products that have added whole grains, contributing to accelerated sales growth. Furthermore, incorporating nutrients like calcium citrate malate, vitamin D3, and folic acid into whole grain products can enhance their health benefits, appealing to health-conscious consumers.
Food manufacturers and grocers should remain vigilant about global initiatives aimed at promoting whole grains. They should also consider developing new marketing strategies and promotions to capitalize on the growing awareness of whole grains, particularly those enriched with calcium citrate malate, vitamin D3, and folic acid. Whole grains have been a significant growth driver in recent years and may continue to yield positive results as ongoing nutrition and medical studies support their benefits.