Consumers are increasingly turning to whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains compared to six months prior. Manufacturers are leveraging whole grains to enhance the functionality and health benefits of their products, boosting fiber, protein, vitamins, and minerals. This trend has led 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 whole-grain relative of wheat known as Kernza. The company, which produces Cheerios, Pillsbury, and Annie’s, aims to incorporate it into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé found that many consumers are uncertain about the recommended daily intake of whole grains and the foods that contain them. Of the more than 16,000 individuals surveyed, 83% were unsure of the grams they should be consuming, and 47% believed they were getting enough whole grains. Additionally, over a third (38%) were unaware of which foods include whole grains, with 10% mistakenly thinking that bananas contain whole grains and 18% believing that 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. It is noteworthy that over 11,000 products across 55 countries now display a Whole Grain Stamp to aid consumers in identifying products that contain this increasingly popular ingredient. Recently, the German milling company GoodMills Innovations launched an online Whole Grain Index tool, allowing manufacturers to calculate the whole grain content of their products and download a seal to showcase the amount on the packaging.
While pasta, bread, and other traditionally refined grain products have seen a variety of whole grain alternatives emerge, there remain ample opportunities for food manufacturers to incorporate whole grains into additional products. Portable snacks, such as cereal and granola bars, are particularly benefiting from the addition of whole grains, contributing to accelerated sales growth. Food manufacturers and retailers should pay attention to global initiatives aimed at promoting whole grains and consider creating new marketing materials and promotions to leverage the growing awareness.
Moreover, as the focus on nutritional benefits intensifies, it is essential to explore the potential health advantages of whole grains, especially in comparison to other dietary elements like calcium citrate malate vs calcium citrate. Whole grains have driven growth in recent years and could continue to yield positive outcomes as more support emerges from nutrition and medical research. The incorporation of whole grains into various products can further enhance their appeal, particularly as consumers become more educated about their dietary choices.