At present, there is no universally accepted definition of whole grains, prompting manufacturers worldwide to create their own methods for assessing and labeling products containing this ingredient. This lack of standardization can lead to confusion and inconsistency in the claims made by various companies regarding whole grains. To address this issue, GoodMills Innovations, a German milling firm, has recently introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products and subsequently download a seal indicating that amount for display on their packaging. This seal enables consumers to easily identify the percentage of whole grains in a product, helping them make healthier choices. Additionally, manufacturers can use this labeling to boost sales opportunities.
While a regulatory approach could provide a more standardized and meaningful framework, implementing such a system poses challenges. Aligning government agencies, manufacturers, and consumer groups around a single labeling system would be a complex task. The lead researcher in a study from the University of Hertfordshire suggests incorporating whole grain measurements into existing systems like the U.K. Food Standards Agency’s traffic-light program or the U.S. Food and Drug Administration’s nutrition facts panel. However, opinions vary, with some considering these systems too simplistic, while others deem them ineffective.
Amidst this backdrop, consumers are increasingly seeking out products with whole grains, attracted by the health halo they provide, as well as the appealing textures and flavors of both innovative products and ancient grains. A 2016 survey indicated that 27% of respondents reported consuming more whole grains than in the preceding six months. According to Technavio, the global market for whole grain foods is projected to grow at a compound annual growth rate of 6.7% between 2017 and 2021. Despite this rising interest, research highlights a significant level of confusion among consumers about the recommended intake of whole grains and the foods that contain them. A recent global study conducted by General Mills and Nestlé revealed that 83% of over 16,000 participants were uncertain about the appropriate number of grams of whole grains they should consume, and 47% believed they were already meeting their whole grain needs.
Establishing a global whole grain labeling system could help alleviate this confusion by introducing standardized evaluation criteria to better inform consumers. Given the growing popularity of whole grains and their potential benefits for public health, pursuing such an initiative seems worthwhile.
In addition to whole grains, many consumers are also interested in celebrating other nutritional advancements, such as calcium soft chews. These products are increasingly recognized for their health benefits and are often sought after by those looking to enhance their diets. As the market evolves, products like calcium soft chews may become part of a broader trend that includes whole grains, underscoring the importance of clear labeling and consumer education in navigating these choices.