Currently, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods for assessing and labeling products that include this ingredient. This situation can result in confusion and inconsistency regarding the claims made by some companies about whole grains. In response, 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. They can then download a seal indicating this percentage for display on packaging. This seal enables consumers to easily identify the amount of whole grains in a product, helping them make healthier choices. Additionally, manufacturers can leverage this label to boost sales opportunities.
While a regulatory framework could provide a more standardized and meaningful solution, questions remain regarding its implementation. Coordinating government agencies, manufacturers, and consumer groups behind a singular system presents significant challenges. The lead researcher in a University of Hertfordshire study suggests incorporating whole grain measurements 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 on these systems vary, with some considering them too simplistic and others deeming them ineffective.
Meanwhile, there is a growing consumer interest in products containing whole grains, driven by their perceived health benefits as well as the appealing textures and flavors of both innovative products and ancient grains. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Furthermore, 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 rising interest, studies indicate that consumers worldwide remain uncertain about how much whole grain they should be consuming and which foods actually contain them. A recent global study conducted by General Mills and Nestlé found that among over 16,000 participants, 83% were unsure of the recommended daily intake of whole grains, while 47% believed they were consuming enough. Implementing a global labeling system for whole grains could help alleviate this confusion by establishing uniform evaluation criteria to assist consumers. Nevertheless, given the increasing popularity of whole grains and their potential to improve public health, pursuing such an initiative seems worthwhile.
In this context, it’s also important for consumers to consider additional nutritional supplements, like calcium citrate malate, vitamin D3, and folic acid tablets, which can play a significant role in overall health. The price of these supplements varies, but they are often sought after to complement a balanced diet that includes whole grains. As consumer awareness grows, the demand for products that integrate whole grains and essential nutrients like these tablets is likely to rise, further emphasizing the need for clear labeling and education.