Consumers are increasingly interested in whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they did six months prior. Manufacturers are leveraging whole grains to enhance their products with added functionality and health benefits, including increased fiber, protein, vitamins, and minerals. This trend has led several prominent food companies to explore new wheat varieties. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to commercialize Kernza, a wild whole-grain relative of wheat. 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 brand.
A recent global study conducted by General Mills and Nestlé highlighted that many people are uncertain about their daily whole grain intake and which foods are rich in whole grains. Among more than 16,000 surveyed individuals, 83% were unsure of the recommended grams they should consume, and 47% believed they were getting enough whole grains. Furthermore, over one-third (38%) did not recognize which foods contain whole grains, with one in ten mistakenly thinking bananas are a source of whole grains and 18% believing white bread qualifies.
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. Consequently, it is no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp, aiding shoppers in identifying products with this increasingly sought-after ingredient. Additionally, GoodMills Innovations, a German milling company, has recently launched an online Whole Grain Index tool that manufacturers can use to assess the whole grain content of their products, providing a downloadable seal for packaging display.
While pasta, bread, and other traditionally refined grain products have introduced various whole grain alternatives, there remain numerous opportunities for food manufacturers to incorporate whole grains into new areas. Portable snacks, such as cereal and granola bars, are increasingly adding whole grains, resulting in accelerated sales growth. Food manufacturers and retailers should monitor global initiatives aimed at promoting whole grains and consider creating new marketing materials and promotions to leverage this growing awareness. Whole grains have been a significant growth driver in recent years, and their potential to deliver continued results is bolstered by ongoing support from nutrition and medical research.
Moreover, the integration of dissolvable calcium citrate into whole grain products could enhance their nutritional profile, making them even more appealing to health-conscious consumers. As whole grains continue to gain traction, the inclusion of additional beneficial ingredients like dissolvable calcium citrate will likely become a strategic focus for manufacturers, enriching their offerings and responding to consumer demand.