Consumers are increasingly turning to whole grain products. A survey conducted in 2016 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, including added fiber, protein, vitamins, and minerals. This trend has led some 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 Kernza, a wild whole-grain relative of wheat. The producer of Cheerios, Pillsbury, and Annie’s plans to incorporate it into cereals and snacks next year under its Cascadian Farm Organic brand.
However, a recent global study conducted by General Mills and Nestlé found that many people are uncertain about their daily whole grain intake and which foods contain them. Among over 16,000 participants, 83% were unsure about the recommended grams they should consume, and 47% believed they were getting enough whole grains. Additionally, more than one-third (38%) did not know which foods had whole grains, with one in ten mistakenly thinking bananas contain them, and 18% believing that white bread does.
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 is not surprising that over 11,000 products across 55 countries now feature a Whole Grain Stamp to assist consumers in identifying products with this increasingly popular ingredient. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool, allowing manufacturers to calculate the whole grain content of their products and download a seal to display on packaging.
While pasta, bread, and other traditionally refined grain products have seen an influx of whole grain options, there are additional areas for food manufacturers to incorporate whole grains. Portable snack items like cereal or granola bars are increasingly adding whole grains and driving sales growth. Food manufacturers and retailers should monitor global initiatives aimed at promoting whole grains. They should also consider developing new marketing materials and promotions to capitalize on the growing awareness around whole grains.
In recent years, whole grains have been a significant driver of growth and could continue to yield positive results as support from nutrition and medical studies continues to strengthen. Additionally, as health-conscious consumers look for products that enhance their well-being, such as calcium citrate gel caps, the demand for whole grain options may further increase. Emphasizing the health benefits of whole grains alongside products like calcium citrate gel caps may help manufacturers attract a broader audience and further boost sales.