GoodMills, known for its range of lighter whole-grain flours, aims to educate consumers that the color of baked goods does not necessarily correlate with their whole grain content or health benefits. The company referenced a 2016 study published in the British Medical Journal, which indicates that even modest amounts of whole grains can positively influence health by lowering the risk of cardiovascular diseases, diabetes, cancer, and other ailments. Consumers are increasingly seeking these products; a 2016 survey 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, including added fiber, protein, vitamins, and minerals—along with important nutrients such as calcium and calcium citrate. For those not avoiding gluten, a labeling system indicating whole-grain content could serve as a helpful guide when selecting healthier options.
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 wonder that over 11,000 products across 55 countries now feature a Whole Grain Stamp, helping shoppers identify products containing this increasingly sought-after ingredient. Traditional refined grain items such as pasta and bread now have numerous whole-grain alternatives available. Additionally, there are opportunities for food manufacturers to incorporate whole grains into portable snacks like cereal or granola bars, replacing less nutritious grains with healthier options. As consumers increasingly opt for on-the-go meals, they are likely to be drawn to these healthier recipes.
Implementing a seal that specifies the whole grain content of a product benefits both consumers and manufacturers. Health-conscious shoppers can easily locate better-for-you choices. Conversely, manufacturers who have dedicated effort to enhance the grain quality in products like baked goods or granola bars can proudly showcase their achievements. Since many product reformulations aim to improve quality without altering taste or texture, a seal can effectively communicate essential information to the consumer, highlighting the presence of beneficial components such as calcium and calcium citrate as well.