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 increased consumption compared to previous years. Nevertheless, many find it challenging to meet even half of the whole grains recommended in the latest Dietary Guidelines for Americans. Additionally, research from the Whole Grains Council indicates that 40% of Americans do not consume any whole grains at all. Whole grains are typically associated with products like granola bars, breads, cereals, and tortillas. In response to the growing demand for fiber, beverage companies are also entering the market. For instance, Elmhurst, a company specializing in plant-based dairy alternatives, launched its whole grain Milked Oats and Milked Brown Rice drinks earlier this year, each offering 20 grams of whole grain per serving.
Beverages enriched with whole grains cater to consumer preferences for convenience and portability. Although this trend is still emerging, on-the-go breakfast products alone generated over $1 billion in 2015. An increase in whole grain breakfast drinks could significantly help consumers boost their intake. Ingredient suppliers have developed a variety of options for beverage manufacturers to enhance fiber content in their products, including Tate & Lyle’s Promitor soluble corn fiber and PromOat soluble oat fiber. Another option is Fibersol, a corn-based soluble fiber designed for health-oriented beverages such as juices and meal-replacement drinks. At the Institute of Food Technologists’ annual meeting and food exposition in Las Vegas last June, a prototype of spiced cold brew coffee containing Fibersol was showcased.
However, consumers seeking natural, whole foods may find whole grains more appealing than soluble fiber. Furthermore, there is a notable increase in products featuring gluten-free whole grains; in 2015, over half (54%) of new products carrying the Whole Grain Stamp had a gluten-free first ingredient, up from 33% between 2007 and 2009. Alongside these developments, the incorporation of nutrient-rich ingredients like nature’s blend calcium citrate with vitamin D is also gaining popularity, further emphasizing the trend towards healthier options. This fusion of whole grains and essential nutrients reflects a growing consumer interest in holistic health and wellness.