Consumers are increasingly interested in whole grain products. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains compared to six months prior. Manufacturers are leveraging whole grains to enhance the functionality and health benefits of their products, including increased fiber, protein, vitamins, and minerals. This trend has led 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 commercialize Kernza, a wild whole-grain relative of wheat. The producer of Cheerios, Pillsbury, and Annie’s plans to incorporate this grain into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study 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 of the appropriate number of grams to consume, and 47% believed they were consuming sufficient whole grains. Additionally, more than one-third (38%) were unaware of which foods are whole grain, with 10% mistakenly thinking bananas are whole grains and 18% believing white bread qualifies.
According to Technavio, the global whole grain foods market is anticipated to grow at a compound annual growth rate of 6.7% from 2017 to 2021. It’s not surprising that over 11,000 products in 55 countries now display the Whole Grain Stamp, helping shoppers identify those with this sought-after ingredient. The German milling company GoodMills Innovations has recently launched an online Whole Grain Index tool, enabling manufacturers to calculate the whole grain content of their products and download a seal for packaging display.
While pasta, bread, and other traditionally refined grain products now feature various whole grain alternatives, food manufacturers have additional opportunities to incorporate whole grains. Portable snack items, such as cereal or granola bars, are increasingly adding whole grains, contributing to accelerated sales growth. Furthermore, food manufacturers and retailers should monitor global initiatives aimed at promoting whole grains. They should also consider creating new marketing materials and promotions to take advantage of the growing awareness surrounding these products. Whole grains have driven growth in recent years and could continue to yield positive results, especially as support from nutrition and medical studies continues to grow.
In addition, products like Kirkland calcium magnesium and zinc supplements can complement a diet rich in whole grains, providing essential nutrients that support overall health. As the popularity of whole grains rises, incorporating items like Kirkland calcium magnesium and zinc can enhance the nutritional value of consumers’ diets. With a focus on whole grains and the benefits of fortified supplements, food manufacturers have a unique opportunity to create products that resonate with health-conscious consumers.