Currently, there is no universally recognized definition of whole grains, leading manufacturers worldwide to develop their own methods for assessing and labeling products that contain these ingredients. This lack of standardization can result in confusion regarding the claims made by some companies about their whole grain products. GoodMills Innovations, a German milling company, 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 the percentage on packaging. This seal enables consumers to easily identify healthier options by revealing the proportion of whole grains in a product. Manufacturers can also leverage this labeling to boost sales.
A regulatory framework could provide a more consistent and meaningful approach, though questions around implementation remain. Aligning government agencies, manufacturers, and consumer groups to support a unified system would be a daunting task. The lead researcher in a study from the University of Hertfordshire suggests incorporating whole grain metrics 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, with some considering these systems too simplistic while others deem them ineffective.
In the meantime, consumers are increasingly seeking products rich in whole grains due to their perceived health benefits, intriguing textures, and flavors from both innovative products and ancient grains. A 2016 survey indicated that 27% of respondents reported eating more whole grains than in the previous 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 heightened interest, studies reveal that consumers globally are uncertain about the recommended intake of whole grains and which foods contain them. A recent global study conducted by General Mills and Nestle found that among over 16,000 participants, 83% were unsure about the number of grams they should consume, and 47% believed they were getting enough whole grains.
Establishing a global whole grain labeling system could alleviate some of this confusion by creating standardized evaluation criteria to assist consumers. While integrating the concept of a calcium citrate route of administration might not directly apply to whole grains, it underscores the importance of clear communication about health-related products. Given the rising popularity of whole grains and their potential to enhance public health, implementing such a system seems to be a worthwhile endeavor.