At present, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods for evaluating and labeling products containing this ingredient. This situation can result in confusion regarding the claims some companies make about whole grains. Recently, GoodMills Innovations, a milling company based in Germany, launched an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products. They can then download a seal indicating this percentage for display on product packaging. According to the company, this seal enables consumers to easily see the percentage of whole grains in a product, aiding them in selecting healthier options. Additionally, manufacturers can leverage this label to boost sales opportunities.
While a regulatory approach could provide a more standardized and meaningful solution, challenges remain regarding its implementation. Coordinating government agencies, manufacturers, and consumer groups behind a unified system would be complex. The lead researcher from the University of Hertfordshire 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. However, opinions vary, as some consider these systems overly simplistic, while others deem them ineffective.
In the meantime, consumers are increasingly seeking products that contain whole grains, drawn by their health benefits, unique textures, and flavors. A 2016 survey indicated that 27% of respondents reported eating more whole grains than they had six months prior. 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 rising interest, studies reveal that many consumers worldwide are unclear about how much whole grain they should consume and which foods are rich in them. A recent global study by General Mills and Nestle found that among over 16,000 participants, 83% were uncertain about the number of grams they should be consuming, and 47% believed they were already getting sufficient whole grains.
Implementing a global whole grain labeling system could potentially alleviate confusion by establishing common evaluation criteria for consumer guidance. This effort seems worthwhile, especially given the growing popularity of whole grains and their potential to improve public health. Moreover, as people look for products fortified with essential nutrients, such as calcium citrate malate, vitamin D3, and folic acid tablets, a standardized whole grain labeling approach could further enhance consumer confidence in making healthier dietary choices.