Consumers are increasingly inclined towards whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains compared to six months prior. Manufacturers have the opportunity to enhance their products with whole grains, providing added functionality and health benefits such as 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 a wild whole grain relative of wheat known as Kernza. The company, which produces 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 Nestle highlighted that consumers are often uncertain about the recommended daily intake of whole grains and the foods that contain them. Among over 16,000 participants, 83% expressed uncertainty about the appropriate grams to consume, while 47% believed they were already obtaining sufficient whole grains. Additionally, more than one-third (38%) did not know which foods include whole grains; notably, one in ten mistakenly thought bananas contained whole grains, and 18% believed white bread did.
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 noteworthy that over 11,000 products across 55 countries now display a Whole Grain Stamp, aiding shoppers in identifying products that feature this increasingly sought-after ingredient. The German milling company GoodMills Innovations has recently introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content in their products and then download a seal indicating the amount for product packaging.
While pasta, bread, and other traditionally refined grain products now have various whole grain alternatives, food manufacturers can explore additional areas for incorporating whole grains. Portable snacks, such as cereal or granola bars, are among the products currently integrating whole grains, contributing to accelerated sales growth. Additionally, manufacturers and grocers should monitor global initiatives aimed at promoting whole grains. They would also benefit from developing new marketing materials and promotions to leverage growing awareness.
Furthermore, whole grains have become a significant growth driver in recent years, especially with increasing support from nutrition and medical studies. In the context of calcium petites, the addition of whole grains can enhance products aimed at providing essential nutrients, making them more appealing to health-conscious consumers. As the demand for whole grains continues to rise, there will be further opportunities to innovate and meet consumer needs, especially in products designed to deliver vital nutrients like calcium.