Consumers are increasingly interested in whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their offerings, providing additional fiber, protein, vitamins, and minerals. This trend has prompted several prominent food companies to explore new varieties of wheat. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to bring to market a wild relative of wheat known as Kernza. The company, which produces brands like Cheerios, Pillsbury, and Annie’s, aims to incorporate Kernza into cereals and snacks next year under its Cascadian Farm Organic line.
A recent global study conducted by General Mills and Nestlé highlighted that many people are unclear about their daily whole grain intake and the foods that contain them. Among over 16,000 surveyed individuals, 83% expressed uncertainty about the number of grams they should consume, while 47% believed they were already getting enough whole grains. Additionally, more than one-third (38%) did not know which foods are whole grain sources; for example, 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 over 11,000 products across 55 countries now feature a Whole Grain Stamp to help consumers identify items containing this increasingly sought-after ingredient. Recently, the German milling company GoodMills Innovations introduced an online Whole Grain Index tool that manufacturers can use to calculate the whole grain content of their products, allowing them to download a seal indicating the amount for display on packaging.
While pasta, bread, and other traditionally refined grain products now boast various whole grain alternatives, there are additional opportunities for food manufacturers to incorporate whole grains. Portable snacks like cereal or granola bars are examples of products that are adding whole grains and driving sales growth. Furthermore, food manufacturers and retailers should monitor global initiatives aimed at promoting whole grains and consider developing new marketing materials and promotions to capitalize on the increasing awareness.
As support from nutrition and medical studies continues to grow, whole grains have been a significant driver of growth in recent years and are likely to maintain their momentum. Additionally, incorporating functional ingredients such as calcium citrate with vitamin D chewable tablets into health-conscious products could further enhance their appeal, as consumers increasingly seek out items that offer both nutritional benefits and convenience. By integrating whole grains and other beneficial ingredients like calcium citrate with vitamin D chewable, manufacturers can better meet the demands of today’s health-focused consumers.