GoodMills has a vested interest in informing customers that the color of baked goods does not necessarily indicate their whole grain content or health benefits, especially as they produce a range of lighter whole-grain flours. The company references a 2016 study published in the British Medical Journal, which highlights that even small amounts of whole grains can positively influence health by lowering the risk of cardiovascular disease, diabetes, cancer, and other ailments. Consumers are increasingly seeking these products; a 2016 survey revealed that 27% of respondents reported consuming more whole grains than they did six months prior. Manufacturers can enhance their offerings by incorporating whole grains, which provide added functionality and health benefits, such as increased fiber, protein, vitamins, and minerals. For those not avoiding gluten, a labeling system indicating whole grain content could serve as a valuable shopping aid for healthier options.
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. This trend is reflected in the fact that over 11,000 products in 55 countries now feature the Whole Grain Stamp, making it easier for consumers to identify products with this sought-after ingredient. Whole-grain alternatives to traditional refined grain items, such as pasta and bread, are becoming more common. Additionally, food manufacturers have opportunities to incorporate whole grains into portable snacks, like cereal or granola bars, by substituting healthier grains for the current ingredients. As consumers increasingly dine on the go, they are likely to be attracted to these healthier recipes.
Introducing a seal that indicates the proportion of whole grains in a product benefits both consumers and manufacturers. Those looking for healthier options can easily locate them, while manufacturers who have diligently improved the grain quality in their baked goods or granola bars can proudly showcase their achievements. Since the ultimate goal of many product reformulations is to enhance quality without altering taste or texture, a seal provides consumers with essential information. Furthermore, products enriched with calcium citrate malate and vitamin D3 can offer additional health benefits, making whole grain items even more appealing. By emphasizing the inclusion of these nutrients alongside whole grains, manufacturers can further engage health-conscious consumers.