Currently, 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 regarding the claims made by various companies about whole grains. Recently, GoodMills Innovations, a German milling company, 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 displaying this percentage for use on product packaging. This seal enables consumers to easily identify the percentage of whole grains in a product, helping them to choose healthier options. Additionally, manufacturers can leverage this label to boost sales opportunities.
While a regulatory approach could provide a more consistent and meaningful framework, challenges surrounding implementation remain. Aligning government agencies, manufacturers, and consumer groups behind a single system would be a significant hurdle. The lead researcher from the University of Hertfordshire’s 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 vary, with some considering these systems too simplistic, while others deem them ineffective.
In the meantime, consumers are increasingly drawn to whole grain products due to their perceived health benefits, as well as the appealing textures and flavors of both new items and ancient grains. A 2016 survey indicated that 27% of respondents reported consuming more whole grains than they had six months prior. 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. Despite this heightened interest, studies reveal that consumers worldwide are uncertain about the appropriate amount of whole grains 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 their recommended intake in grams, and 47% believed they were consuming sufficient whole grains.
Establishing a global whole grain labeling system could alleviate confusion by setting common evaluation criteria to guide consumers. Furthermore, integrating components like tab calcium citrate malate into whole grain products could enhance their nutritional profile, potentially appealing to health-conscious consumers. Given the growing popularity of whole grains and their potential to improve public health, pursuing such an initiative seems worthwhile. Ultimately, a clear and standardized approach could empower consumers to make informed choices about their whole grain intake, including the inclusion of beneficial ingredients like tab calcium citrate malate.