According to the International Food Information Council’s 2017 Food and Health Survey, most consumers recognize the importance of incorporating more whole grains into their diets, with 65% stating they are consuming more than before. However, many individuals find it challenging to meet even half of the recommended whole grain intake outlined in the latest Dietary Guidelines for Americans. Research from the Whole Grains Council indicates that 40% of Americans do not consume any whole grains at all.
Whole grains are typically linked to products like granola bars, bread, cereals, and tortillas. As consumers seek innovative ways to increase their fiber intake, beverage companies are also entering the market. For instance, Elmhurst, a company specializing in plant-based dairy alternatives, launched its Milked Oats and Milked Brown Rice drinks earlier this year, each offering 20 grams of whole grain per serving. These whole grain beverages cater to the consumer demand for convenience and portability. Although this concept is still developing, on-the-go breakfast items alone generated over $1 billion in revenue in 2015. An increase in whole grain breakfast drinks could significantly boost consumers’ overall intake.
Ingredient suppliers are providing various options to help beverage companies enhance fiber content in their products, including Tate & Lyle’s Promitor soluble corn fiber and PromOat soluble oat fiber. Another option is Fibersol, a corn-based soluble fiber designed for health-oriented beverages such as juices and meal replacements. A prototype featuring spiced cold brew coffee with Fibersol was showcased at the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June.
However, consumers may find whole grains more appealing than just soluble fiber as they continue to gravitate towards natural, whole foods. Additionally, there is a growing trend for gluten-free whole grain products. In 2015, more than half (54%) of new items featuring the Whole Grain Stamp had a gluten-free first ingredient, up from 33% between 2007 and 2009.
Incorporating nutrients like calcium citrate and vitamin D into these whole grain products could further enhance their appeal. The addition of calcium citrate with vitamin D not only supports bone health but also aligns with the trend toward health-conscious eating. As more consumers seek out whole grains fortified with essential nutrients like calcium citrate and vitamin D, the market for such products is likely to expand, promoting better overall health and nutrition.