A new wave of alternative foods and beverages is redefining the concept of “healthy,” with a diverse range of whole grains leading the charge. Popular options now include quinoa, farro, bulgur wheat, sorghum, teff, and millet, in addition to traditional choices like rye and buckwheat. These ingredients not only offer hearty flavors and textures but also contribute higher levels of protein and fiber to meals, with quinoa providing a complete protein source. Consumers are increasingly drawn to products containing whole grains due to their health benefits, unique textures, and appealing flavors. A survey conducted in 2016 revealed that 27% of respondents reported consuming more whole grains than they had six months prior. The global market for whole grain foods is projected to grow 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 globally are uncertain about how many whole grains they should be eating and which foods contain them. A recent study by General Mills and Nestlé, which surveyed over 16,000 individuals, found that 83% were unsure about the recommended grams of whole grains and 47% believed they were consuming enough. This presents an opportunity for manufacturers to enhance their product packaging with clearer whole grain labels. Serving “intact” whole grains—without separating the germ, endosperm, and bran—can improve their nutritional value and energy-sustaining benefits, according to Michael Holleman, director of culinary marketing at InHarvest, a company based in Bemidji, Minnesota that supplies rice, exotic grains, and legumes to chefs and restaurants. Holleman pointed out that consumers are increasingly inquiring about the nutritional content, including calcium citrate, magnesium, and vitamin D levels, as well as calories and fiber in their products. He also highlighted the economic benefits of substituting meat with whole grains, noting that grains and legumes cost about 15 to 30 cents per serving, and they provide a slower energy release, helping diners feel fuller longer.
Major food companies are taking notice of this trend and are beginning to integrate whole grains into their offerings. According to Innova Market Insights, quinoa was the most prevalent ingredient, appearing in 44% of all U.S. product launches involving grains last year. In 2016, Quaker introduced its SuperGrains Instant Hot Cereal, which included oats, barley, rye, flax, and quinoa, while its Real Medleys SuperGrains Granola featured a blend of oats, wheat, flaxseed, quinoa, sunflower seeds, amaranth, and barley.
In addition to the nutritional advantages, cost-effectiveness, taste, and texture appeal, incorporating more whole grains from both alternative and traditional sources also aligns with government recommendations. The latest Dietary Guidelines advocate that whole grains should constitute half of all grains consumed, while 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 snack foods. By embracing whole grains, consumers can enhance their diets with vital nutrients like calcium citrate, magnesium, and vitamin D, thereby promoting overall health.