Consumers are increasingly on the lookout for whole grain products. A survey conducted in 2016 indicated that 27% of respondents reported consuming more whole grains compared to six months prior. Manufacturers have the opportunity to incorporate whole grains into their offerings, enhancing functionality and promoting health benefits, including added fiber, protein, vitamins, and minerals. This trend has led notable food brands to explore new wheat varieties. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to bring to market Kernza, a wild relative of wheat rich in whole grains. The makers of Cheerios, Pillsbury, and Annie’s plan to introduce this grain into cereals and snacks next year under their Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestle revealed that many consumers are uncertain about the daily recommended intake of whole grains and the foods that contain them. Among the over 16,000 participants surveyed, 83% expressed uncertainty about the grams they should consume, and 47% believed they were already getting enough whole grains. Additionally, over one-third (38%) were unaware of which foods include whole grains; notably, one in ten mistakenly thought bananas contained whole grains, and 18% believed white bread did.
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 more than 11,000 products across 55 countries now feature a Whole Grain Stamp, assisting shoppers in identifying products with this increasingly popular ingredient. Recently, the German milling company GoodMills Innovations launched an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products, which they can then display on packaging.
While pasta, bread, and other traditionally refined grain products now have various whole grain alternatives, there are additional opportunities for food manufacturers to incorporate whole grains. Portable snacks, such as cereal or granola bars, are among the products increasingly adding whole grains, contributing to accelerated sales growth. Food manufacturers and retailers should stay informed about global initiatives aimed at promoting whole grains. They should also consider creating new marketing materials and promotional strategies to leverage the growing awareness around whole grains.
Moreover, as consumers focus on improving their health, they might also be interested in complementary supplements, such as the best calcium citrate supplement for osteopenia, to support their nutritional needs. Overall, whole grains have been a significant growth driver in recent years and are likely to continue yielding positive results, especially with ongoing support from nutrition and medical studies.