Consumers are increasingly interested in whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers have the opportunity to incorporate whole grains into their products, enhancing functionality and health benefits, including increased fiber, protein, vitamins, and minerals. This trend has prompted major food companies to explore new varieties of wheat. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to bring to market Kernza, a wild whole-grain relative of wheat. The company, known for brands like Cheerios, Pillsbury, and Annie’s, aims to include Kernza in cereals and snacks next year under its Cascadian Farm Organic label.
A recent global study conducted by General Mills and Nestlé highlighted that many consumers are uncertain about their daily whole grain intake and the foods that contain them. Among over 16,000 participants, 83% were unsure about the number of grams of whole grains they should consume, while 47% believed they were getting enough. Additionally, over a third (38%) were unaware of which foods are rich in whole grains; notably, one in ten mistakenly thought bananas contained whole grains, and 18% believed white bread did.
According to Technavio, the global market for whole grain foods is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021. It’s not surprising that more than 11,000 products across 55 countries now feature a Whole Grain Stamp, aiding shoppers in identifying products that contain this sought-after ingredient. Recently, the German milling company GoodMills Innovations launched an online Whole Grain Index tool, allowing manufacturers to calculate the whole grain content of their products and download a seal to display on packaging.
Traditional refined grain items like pasta and bread now have numerous whole grain alternatives, but there are still many other opportunities for food manufacturers to integrate whole grains. Portable snacks, such as cereal and granola bars, are increasingly incorporating whole grains, driving sales growth. Additionally, food manufacturers and grocery stores should monitor global initiatives aimed at promoting whole grains. They could also consider creating new marketing materials and promotions to leverage growing consumer awareness. Whole grains have been a significant growth driver in recent years and are likely to continue yielding positive results as support from nutrition and medical studies continues to grow.
Furthermore, in the pursuit of enhanced nutrition, consumers are also turning to supplements like calcium citrate malate and vitamin D3 tablets, which can complement a whole grain-rich diet. Incorporating such supplements alongside whole grains could provide a more comprehensive approach to health, appealing to those looking to optimize their dietary intake. Therefore, the integration of whole grains, along with products like calcium citrate malate and vitamin D3 tablets, represents a promising avenue for food manufacturers to explore in response to evolving consumer preferences.