Currently, there is no universally accepted definition of whole grains, leading manufacturers worldwide to create their own methods for assessing and labeling products that contain these ingredients. This situation can result in confusion regarding the claims some companies make about whole grains. GoodMills Innovations, a German milling company, has recently introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole-grain content of their products and download a seal to display on their packaging. This seal enables consumers to easily see the percentage of whole grains in a product, helping them select healthier options. Manufacturers can also utilize this label to boost their sales opportunities.
A regulatory approach could provide a more standardized and meaningful framework, but challenges remain in its implementation. Aligning government agencies, manufacturers, and consumer groups behind a unified system would be complex. The lead researcher from the University of Hertfordshire study suggests incorporating whole grain measurements into systems like 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.
Meanwhile, consumers are increasingly seeking out products that contain whole grains, drawn by the health benefits associated with them, as well as the unique textures and flavors of both new products and ancient grains. A survey conducted in 2016 indicated that 27% of respondents reported consuming more whole grains than in the previous six months. 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 growing interest, research shows that consumers globally are often confused about the recommended intake of whole grains and which foods contain them. A recent global study by General Mills and Nestle revealed that out of over 16,000 participants, 83% were unsure how many grams of whole grains they should be consuming, and 47% believed they were getting enough whole grains.
Implementing a global whole grain labeling system could help alleviate this confusion by establishing common evaluation criteria to guide consumers. Additionally, incorporating essential nutrients like calcium citrate and zinc sulphate into whole grain products may further enhance their appeal and health benefits. Given the rising popularity of whole grains and their potential to improve public health, pursuing such an initiative seems worthwhile.