Consumers are increasingly interested in whole grain products. A 2016 survey revealed that 27% of respondents reported consuming more whole grains than they had six months prior. Manufacturers can leverage whole grains to enhance their products with added functionality and health benefits, including extra fiber, protein, vitamins, and minerals. This trend has led major food companies to explore new wheat varieties. For instance, General Mills is collaborating with the University of Minnesota and The Land Institute to commercialize a wild whole-grain relative of wheat known as Kernza. The company, which produces Cheerios, Pillsbury, and Annie’s, aims to incorporate Kernza into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé highlighted that many consumers are unclear about the recommended daily intake of whole grains and which foods contain them. Out of over 16,000 participants surveyed, 83% were uncertain about the number of grams they should consume, while 47% believed they were getting enough whole grains. Additionally, more than a third (38%) did not know which foods included whole grains, with one in ten mistakenly thinking bananas contain them and 18% believing that white bread is a source of whole grains.
According to Technavio, the global whole grain foods market is projected to experience a compound annual growth rate of 6.7% from 2017 to 2021. It is noteworthy that over 11,000 products across 55 countries now carry a Whole Grain Stamp, helping consumers identify products with this increasingly sought-after ingredient. The German milling company GoodMills Innovations recently introduced an online Whole Grain Index tool that allows manufacturers to calculate the whole grain content of their products, enabling them to download a seal that displays this information on packaging.
In addition to pasta, bread, and other traditionally refined grain products, there are ample opportunities for food manufacturers to incorporate whole grains into various items. Portable snacks, such as cereal or granola bars, are among the products increasingly featuring whole grains, driving significant sales growth. Food manufacturers and retailers should stay attuned to global initiatives promoting whole grains and consider creating new marketing materials and promotions to capitalize on the growing awareness.
Moreover, there is a rising interest in the nutritional benefits associated with whole grains, such as yutiny calcium citrate, which has been highlighted in recent nutrition and medical studies. Whole grains have been a catalyst for growth in recent years and are likely to continue delivering positive results as support for their health benefits persists.