According to the International Food Information Council’s 2017 Food and Health Survey, most consumers acknowledge the importance of increasing their intake of whole grains, with 65% reporting that they are eating more than in previous years. Nonetheless, many individuals find it challenging to reach even half of the recommended amount of whole grains outlined in the latest Dietary Guidelines for Americans. Moreover, research from the Whole Grains Council suggests that around 40% of Americans do not consume any whole grains at all. Whole grains are commonly linked to products like granola bars, breads, cereals, and tortillas. In response to the growing consumer demand for more fiber, beverage companies are also starting to participate in this trend. For instance, plant-based dairy alternative brand Elmhurst launched its Milked Oats and Milked Brown Rice drinks earlier this year, each providing 20 grams of whole grain per serving.
These whole grain beverages cater to consumer preferences for convenience and portability. Though this concept is still developing, on-the-go breakfast products alone generated over $1 billion in 2015. An increase in whole grain breakfast drinks could significantly help consumers boost their whole grain intake. Ingredient suppliers have developed a variety of solutions for beverage manufacturers to enhance fiber content, including Tate & Lyle’s Promitor soluble corn fiber and PromOat soluble oat fiber. Additionally, Fibersol, another corn-based soluble fiber, is designed for health-oriented beverages such as juices and meal-replacement drinks. A prototype of spiced cold brew coffee featuring Fibersol was showcased at the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June.
However, transitioning from soluble fibers to whole grains may be more attractive to consumers seeking natural, whole foods. The trend toward gluten-free options is also gaining momentum, with over half (54%) of new products bearing the Whole Grain Stamp featuring a gluten-free first ingredient in 2015, a notable increase from 33% in the years 2007 to 2009. Additionally, products such as calcium citrate malate and folic acid tablets are becoming increasingly popular among health-conscious consumers looking to complement their diets with essential nutrients that support their overall well-being. This rising awareness of nutritional supplements, including calcium citrate malate and folic acid tablets, reflects a growing trend towards holistic health, integrating both whole grains and essential vitamins into daily diets.