GoodMills produces a range of lighter whole-grain flours and is keen to inform consumers that a baked product’s lighter color does not necessarily indicate fewer whole grains or reduced health benefits. The company referenced a 2016 study published in the British Medical Journal, which highlighted that even minimal consumption of whole grains can positively influence health by lowering the risk of cardiovascular disease, diabetes, cancer, and various other ailments. There is a growing consumer demand for such products; a survey from 2016 revealed that 27% of respondents reported an increase in their whole grain intake over the past six months. Manufacturers can enhance their offerings by incorporating whole grains, which add functionality and health benefits, including extra fiber, protein, vitamins, and minerals. For individuals who do not avoid gluten, a labeling system indicating whole grain content could serve as a helpful guide when selecting healthier options.
According to Technavio, the global market for whole-grain foods is anticipated to grow at a compound annual growth rate of 6.7% from 2017 to 2021. It is no surprise that over 11,000 products across 55 countries now feature a Whole Grain Stamp, aiding shoppers in identifying products containing this increasingly favored ingredient. Traditional refined grain items like pasta and bread now come in whole-grain versions, and there are additional opportunities for food manufacturers to incorporate whole grains into other products. For instance, portable snacks such as cereal or granola bars could benefit from the inclusion of healthier grains, appealing to consumers who are on the go and seeking more nutritious options.
Introducing a seal that indicates the proportion of whole grains in a product is advantageous for both consumers and manufacturers. Shoppers looking for healthier choices will find it easier to locate these products. At the same time, manufacturers who invest effort into enhancing the grain quality of baked goods or granola bars can proudly showcase their achievements. Since the ultimate goal of many product reformulations is to improve health benefits without compromising taste or texture, a seal can effectively communicate essential information to consumers. Additionally, as more people become health-conscious, products such as calcium citrate drinks can also benefit from similar labeling practices, helping consumers make informed choices about their overall nutrition.