Consumers are increasingly interested in whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they did six months prior. Manufacturers are leveraging whole grains to enhance the functionality and health benefits of their products, adding elements like fiber, protein, vitamins, and minerals. This trend has led prominent food companies to explore new wheat varieties. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to commercialize a wild whole grain relative of wheat known as Kernza. The producer of Cheerios, Pillsbury, and Annie’s aims to incorporate this grain into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé highlighted a widespread confusion among consumers regarding the daily recommended intake of whole grains and the foods that contain them. Out of over 16,000 participants, 83% were unsure about the number of grams they should consume, while 47% believed they were already getting enough whole grains. Additionally, more than one-third (38%) of respondents could not identify foods that contain whole grains; surprisingly, one in ten thought bananas had whole grains, and 18% believed white bread did.
According to Technavio, the global whole grain foods market is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021. It’s not surprising that over 11,000 products across 55 countries now feature a Whole Grain Stamp to help consumers easily identify items with this increasingly sought-after ingredient. Recently, the German milling company GoodMills Innovations launched an online Whole Grain Index tool that manufacturers can use to determine the whole grain content of their products, allowing them to download a seal for display on packaging.
While pasta, bread, and other traditionally refined grain products have spawned numerous whole grain alternatives, there are still many opportunities for food manufacturers to integrate whole grains into various items. Portable snack options, such as cereal and granola bars, are particularly popular for incorporating whole grains and driving sales growth. Food manufacturers and retailers should pay attention to global initiatives aimed at promoting whole grains and consider creating new marketing strategies and promotions to leverage the increasing consumer awareness. Whole grains have been a significant growth driver in recent years, and with continued support from nutrition and medical studies, they are likely to remain a key focus.
However, as consumers become more health-conscious, it’s essential to discuss potential side effects of calcium citrate with vitamin D3, especially since some individuals may be looking for supplements to complement their whole grain intake. This information can be valuable for manufacturers aiming to promote their products effectively. Understanding the side effects of calcium citrate with vitamin D3 will help consumers make informed choices that align with their overall health goals.