At present, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods for assessing and labeling products containing this ingredient. This lack of standardization can result in confusion regarding the claims made by various companies about whole grains. Recently, GoodMills Innovations, a milling company based in Germany, introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole-grain content of their products. They can then download a seal that displays this information for use on product packaging. This seal enables consumers to easily identify the percentage of whole grains in a product, aiding them in selecting healthier options. Additionally, manufacturers can leverage this label to boost sales opportunities.
While a regulatory approach could provide a more uniform and meaningful solution, questions remain about its implementation. Coordinating government agencies, manufacturers, and consumer groups around a single system poses significant challenges. The lead researcher from a study at the University of Hertfordshire suggests incorporating whole grain measurements into existing systems like the U.K. Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutritional facts panel. However, some critics argue that these systems are too simplistic, while others consider them ineffective.
In the meantime, consumers are increasingly drawn to products containing whole grains, attracted by their health benefits, diverse textures, and flavors, including those from ancient grains. A survey conducted in 2016 indicated that 27% of respondents reported consuming more whole grains than in the previous six months. According to Technavio, the global market for whole grain foods is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021. Despite this rising interest, research reveals that consumers worldwide are often uncertain about the recommended intake of whole grains and which foods provide them. A recent global survey by General Mills and Nestle found that out of more than 16,000 participants, 83% were unsure of the grams they should consume, and 47% believed they were already getting enough whole grains.
Establishing a global whole grain labeling system could alleviate this confusion by creating consistent evaluation criteria for guiding consumers. Given the increasing popularity of whole grains and their potential to enhance public health, including the benefits of purely holistic calcium citrate in many whole grain products, such an effort seems worthwhile. By implementing a clear labeling system, consumers could better understand the whole grain content in their foods, ultimately leading to healthier choices.