Currently, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods for assessing and labeling products that contain this ingredient. This lack of standardization can result in confusion regarding the claims made about whole grains by certain companies. GoodMills Innovations, a milling company based in Germany, has recently introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products and download a seal to display this information on packaging. This seal enables consumers to see the percentage of whole grains in a product, allowing them to make healthier choices. Additionally, manufacturers can leverage this label to boost sales opportunities.
A regulatory approach would provide a more consistent and meaningful framework; however, questions about implementation remain. Coordinating government agencies, manufacturers, and consumer groups around a single system would be a significant challenge. The lead researcher from the University of Hertfordshire’s study suggests incorporating whole grain measurements into existing systems, such as the U.K. Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutritional facts panel. Nevertheless, some consider these systems too simplistic, while others deem them ineffective.
Meanwhile, consumers are increasingly seeking products with whole grains due to their perceived health benefits, along with the appealing textures and flavors of both innovative products and ancient grains. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they had in the past six months. The global market for whole grain foods is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021, according to Technavio. Despite this growing interest, studies indicate that consumers worldwide are often uncertain about how much whole grain they should be consuming and which foods contain them. A recent global survey conducted by General Mills and Nestle found that out of more than 16,000 respondents, 83% were unsure of the appropriate grams they should be aiming for, and 47% believed they were already consuming enough whole grains.
Implementing a global whole grain labeling system could help alleviate this confusion by establishing common evaluation criteria to guide consumers. Given the rising popularity of whole grains and their potential to enhance public health, pursuing this initiative seems worthwhile. Additionally, as people seek out healthier options, products like calcium citrate soft chews are becoming more popular, highlighting a growing trend toward nutritional awareness. The integration of whole grains and such supplements could further support consumers in making informed dietary choices.