A new trend in alternative foods and beverages is reshaping the definition of “healthy,” with a diverse range of whole grains leading the charge. In addition to rye and buckwheat, grains such as quinoa, farro, bulgur wheat, sorghum, teff, and millet have gained popularity. These ingredients not only offer rich flavors and textures but also contribute higher levels of protein and fiber, with quinoa providing a complete protein source. Consumers are increasingly drawn to products featuring whole grains due to their perceived health benefits, as well as the unique textures and flavors they add to meals. A 2016 survey revealed that 27% of individuals reported consuming more whole grains than they had six months prior. The global market for whole grain foods is projected to expand at a compound annual growth rate of 6.7% from 2017 to 2021, according to Technavio.
Despite this growing interest, research indicates that many consumers worldwide are unclear about the recommended intake of whole grains and which foods are rich in them. A recent global study conducted by General Mills and Nestlé found that among over 16,000 participants, 83% were unsure of the appropriate grams of whole grains to consume, and 47% believed they were already consuming sufficient amounts. This presents an opportunity for manufacturers to feature more eye-catching whole grain highlights on their packaging. Serving “intact” whole grains, which maintain the germ, endosperm, and bran, enhances their nutritional benefits and promotes sustained energy, according to Michael Holleman, director of culinary marketing for InHarvest, a company based in Bemidji, Minnesota, that supplies rice, rice blends, exotic grains, and legumes to chefs and restaurants. Holleman noted that consumers are increasingly inquiring about the nutrition, calories, and fiber and protein content of their products, and he emphasized the financial advantages of substituting meat with whole grains. “The cost comparison is apparent—replacing beef or chicken with grains and legumes costs about 15 to 30 cents per serving. Additionally, they’re not rapidly converted to sugar, leading to a slower energy release, which keeps diners feeling fuller,” he explained.
Major food companies are recognizing this trend and are beginning to integrate whole grains into their offerings. According to Innova Market Insights, quinoa was the leading ingredient, featured in 44% of all U.S. product launches involving grains in the past year. In 2016, Quaker introduced its SuperGrains Instant Hot Cereal, which includes oats, barley, rye, flax, and quinoa. The company also launched its Real Medleys SuperGrains Granola, a blend of oats, wheat, flaxseed, quinoa, sunflower seeds, amaranth, and barley.
Alongside the nutritional benefits, cost-effectiveness, taste and texture appeal, and the sense of fullness that whole grains provide, their consumption—whether from alternative or traditional sources—also receives endorsement from government guidelines. The latest Dietary Guidelines recommend that whole grains constitute half of all grains consumed, advising people to limit their intake of refined grains and products high in saturated fats, added sugars, and sodium, such as cookies, cakes, and certain snacks.
Furthermore, as consumers become more health-conscious and seek out alternatives like t ccm tablets for nutritional supplementation, the demand for whole grains is likely to continue rising. The incorporation of whole grains into everyday diets aligns with this trend, promoting a healthier lifestyle supported by both industry innovation and government recommendations.