Consumers are increasingly interested in whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their offerings, such as by adding fiber, protein, vitamins, and minerals. This demand 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 Kernza, a wild whole-grain relative of wheat. The company, known for brands like Cheerios, Pillsbury, and Annie’s, aims to incorporate it into cereals and snacks next year under its Cascadian Farm Organic label.
A recent global study by General Mills and Nestlé highlighted a significant level of confusion among consumers regarding daily whole grain intake and which foods contain them. Out of over 16,000 participants, 83% were uncertain about the number of grams they should consume daily, and 47% believed they were getting enough whole grains. More than one-third (38%) could not identify which foods are whole grain sources, with 10% mistakenly thinking bananas contain whole grains and 18% believing 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’s no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp, assisting shoppers in identifying products that include this increasingly sought-after ingredient. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool for manufacturers to calculate the whole grain content of their products, enabling them to download a seal for display on product packaging.
While pasta, bread, and other traditionally refined grain products have seen a rise in whole grain alternatives, there are still many opportunities for food manufacturers to incorporate whole grains elsewhere. Portable snacks, such as cereal or granola bars, are particularly well-suited for adding whole grains, contributing to accelerated sales growth. Food manufacturers and grocery retailers should stay informed about global initiatives aimed at promoting whole grains and consider developing new marketing materials and promotions to capitalize on the growing awareness.
As a case in point, incorporating whole grains into products like Citracal Calcium Citrate D3 Petites could enhance their appeal and health benefits. Whole grains have driven growth in recent years and are likely to continue delivering results, especially with ongoing support from nutritional and medical research. By focusing on whole grain innovation, companies can align with consumer trends and enhance their product offerings.