GoodMills, which also offers a range of lighter whole-grain flours, is keen to inform customers that a lighter-colored baked product doesn’t necessarily mean it contains fewer whole grains or is less nutritious. The company referenced a 2016 study published in the British Medical Journal, which highlighted that even modest amounts of whole grains can positively influence health by lowering the risk of cardiovascular disease, diabetes, cancer, and other ailments. Consumers are increasingly seeking these products; a survey from 2016 revealed that 27% of participants reported consuming more whole grains than six months prior. Manufacturers can incorporate whole grains to enhance their products with additional benefits such as fiber, protein, vitamins, minerals, and even elements like calcium citrate and zinc. For those not avoiding gluten, a labeling system indicating whole grain content could serve as a helpful guide in the quest for healthier options.
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’s no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp, enabling shoppers to easily identify offerings with this increasingly sought-after ingredient. Traditional refined grain items like pasta and bread have seen the introduction of numerous whole-grain alternatives. Furthermore, there are additional opportunities for food manufacturers to integrate whole grains into products. For instance, portable snacks such as cereal or granola bars could benefit from swapping in healthier grains. As on-the-go eating becomes more prevalent, consumers may show greater interest in these nutritious recipes.
Implementing a seal to indicate the proportion of whole grains in a product is advantageous for both consumers and manufacturers. Those seeking healthier options will find it easier to identify them, while manufacturers who have put in the effort to enhance grain quality in baked goods or granola bars can proudly showcase their achievements. Ultimately, since many product reformulations aim to improve nutrition without compromising taste or texture, a seal can effectively communicate essential information to consumers. Additionally, the inclusion of nutrients like calcium citrate and zinc can further enhance the appeal of these whole-grain products, aligning with the growing consumer demand for health-focused food choices.