According to the International Food Information Council’s 2017 Food and Health Survey, most consumers recognize the importance of incorporating more whole grains into their diets, with 65% reporting an increase in their whole grain intake compared to the past. Despite this awareness, many individuals find it challenging to consume even half of the recommended amount of whole grains outlined in the latest Dietary Guidelines for Americans. Moreover, research from the Whole Grains Council indicates that 40% of Americans do not consume any whole grains at all.
Whole grains are commonly linked to products like granola bars, bread, cereals, and tortillas. In response to the rising demand for fiber, beverage companies are starting to innovate in this area. For instance, Elmhurst, a producer of plant-based dairy alternatives, launched its Milked Oats and Milked Brown Rice drinks earlier this year, each offering 20 grams of whole grain per serving. These beverages cater to consumer desires for convenience and portability. While the market for whole grain beverages is still emerging, on-the-go breakfast items generated over $1 billion in revenue in 2015. Increasing the availability of whole grain breakfast drinks could significantly enhance consumer intake.
Ingredient suppliers are actively providing beverage companies with options to enhance fiber content in their products. For example, Tate & Lyle offers Promitor soluble corn fiber and PromOat soluble oat fiber, while Fibersol, another corn-based soluble fiber, is designed for health-conscious drinks like juices and meal replacement beverages. A prototype featuring spiced cold brew coffee with Fibersol was showcased at the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June. However, many consumers may find options that incorporate whole grains more appealing as they trend towards natural, whole foods.
Additionally, there is a growing prevalence of gluten-free whole grain products. In 2015, over half (54%) of new products bearing the Whole Grain Stamp featured a gluten-free first ingredient, a notable increase from 33% between 2007 and 2009. As consumers continue to explore healthier alternatives, they may also seek ways to enhance their nutrient intake, including inquiries like, “Can you take calcium citrate with magnesium?” Integrating such nutritional considerations into their diets may offer further benefits alongside increased whole grain consumption.