GoodMills, which also offers a range of lighter whole-grain flours, is keen to inform consumers that a baked item’s lighter color does not indicate a lower whole grain content or reduced health benefits. The company referenced a 2016 study published in the British Medical Journal, which highlighted that even minimal amounts of whole grains can positively influence health by decreasing the risk of cardiovascular disease, diabetes, cancer, and other health issues.
Moreover, there is consumer demand for these products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they did six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their products, providing additional fiber, protein, vitamins, and minerals, alongside calcium citrate equivalent to elemental calcium. For consumers who are not avoiding gluten, a whole-grain content labeling system could serve as a useful tool when selecting healthier options.
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 in 55 countries now carry a Whole Grain Stamp, assisting shoppers in identifying products containing this increasingly sought-after ingredient. Traditional refined grain items like pasta and bread now feature various whole-grain alternatives. Additionally, food manufacturers have opportunities to incorporate whole grains into portable snacks, such as cereal or granola bars, by substituting healthier grain options for existing ingredients. As consumers increasingly opt for on-the-go meals, they are likely to be attracted to these improved recipes.
Implementing a label to indicate the percentage of whole grains in a product benefits both consumers and manufacturers. Shoppers looking for healthier options will find them more easily, while manufacturers who have made efforts to enhance grain quality in their baked goods or granola bars can proudly promote their achievements. Furthermore, since the goal of many reformulated products is to enhance quality without altering taste or texture, a clear seal provides consumers with all the necessary information, including details about the calcium citrate equivalent to elemental calcium present in the product.