Consumers are increasingly turning to whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they did six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their offerings, including added fiber, protein, vitamins, and minerals. This trend has led prominent food companies to explore new varieties of wheat. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to bring to market a wild whole-grain relative of wheat known as Kernza. 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 label.
A recent global study conducted by General Mills and Nestlé highlighted that many individuals are uncertain about the daily intake of whole grains and the foods that contain them. Among over 16,000 participants, 83% were unsure of the recommended grams of whole grains, and 47% believed they consumed enough. Furthermore, more than one-third (38%) did not know which foods contained whole grains, with 10% mistakenly thinking bananas were a source of whole grains and 18% believing white bread contained them.
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. It is no surprise that over 11,000 products across 55 countries proudly feature a Whole Grain Stamp to assist shoppers in identifying products with this increasingly sought-after ingredient. GoodMills Innovations, a German milling company, has recently launched an online Whole Grain Index tool that allows manufacturers to calculate their products’ whole-grain content and download a seal for display on packaging.
While pasta, bread, and other traditionally refined grain products now offer various whole grain alternatives, there are still numerous opportunities for food manufacturers to incorporate whole grains. Portable snacks, such as cereal and granola bars, are among the items that are increasingly adding whole grains, driving sales growth. Food manufacturers and retailers should stay informed about global initiatives aimed at promoting whole grains and consider creating new marketing materials and promotions to take advantage of the rising awareness. Whole grains have been a significant driver of growth in recent years and are likely to continue yielding positive results, especially as support from nutrition and medical studies continues to increase.
Moreover, incorporating whole grain products into diets can complement nutritional supplements like Puritan’s Pride Calcium Citrate, which supports overall health. As consumers become more health-conscious, the combination of whole grains and essential nutrients like calcium can enhance their dietary choices. The integration of whole grains, alongside products such as Puritan’s Pride Calcium Citrate, will likely resonate with consumers seeking balanced nutrition.