Consumers are increasingly on the lookout for whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their products, incorporating additional 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 relative of wheat known as Kernza. The producer of Cheerios, Pillsbury, and Annie’s aims to include this grain in 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 contain them. Among over 16,000 participants, 83% were unsure of the grams they should consume, while 47% believed they were getting sufficient whole grains. Over a third (38%) did not recognize which foods were whole grain, with 10% 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. Unsurprisingly, over 11,000 products across 55 countries now feature a Whole Grain Stamp to assist shoppers in identifying items with this increasingly sought-after ingredient. Recently, the German milling company GoodMills Innovations launched an online Whole Grain Index tool for manufacturers to calculate the whole grain content of their products, allowing them to download a seal indicating the amount for packaging display.
While pasta, bread, and other traditionally refined grain items have seen numerous whole grain variants emerge, there are additional opportunities for food manufacturers to incorporate whole grains. Portable snack items like cereal or granola bars are gaining traction and driving sales growth by adding whole grains. Food manufacturers and retailers should remain vigilant regarding global initiatives aimed at promoting whole grains. They should also consider developing new marketing materials and promotional strategies to leverage the growing awareness of whole grains.
Furthermore, as the emphasis on nutrition continues to escalate, the integration of whole grains may align with other health initiatives, such as the use of calcium citrate and vitamin D in the treatment of osteoporosis. Whole grains have been a significant growth driver in recent years, and with ongoing support from nutrition and medical research, they are likely to continue providing beneficial results for consumers.