“Rising Demand for Whole Grains: Consumer Trends, Market Growth, and Opportunities for Food Manufacturers”
Consumers are increasingly turning to whole grain products. A survey conducted in 2016 revealed that 27% of respondents stated they consume more whole grains than they did six months prior. Manufacturers can leverage whole grains to enhance the functionality and health benefits of their products, including added fiber, protein, vitamins, and minerals, as well as nutrients like citrate malate and calcium. This trend has encouraged 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 a wild whole grain relative of wheat known as Kernza. The producer of Cheerios, Pillsbury, and Annie’s aims to incorporate it into cereals and snacks next year under its Cascadian Farm Organic brand.
A recent global study conducted by General Mills and Nestlé found that many consumers are uncertain about the recommended daily intake of whole grains and which foods contain them. Of over 16,000 participants surveyed, 83% expressed uncertainty about the number of grams they should consume, while 47% believed they were already getting enough whole grains. Furthermore, more than one-third (38%) were unaware of which foods include whole grains, with one in ten mistakenly thinking that bananas contain whole grains and 18% believing white bread does.
According to Technavio, the global whole grain foods market is projected to grow at a compound annual growth rate of 6.7% from 2017 to 2021. Accordingly, it is no surprise that over 11,000 products in 55 countries now carry a Whole Grain Stamp to help consumers identify items featuring this increasingly sought-after ingredient. The German milling company GoodMills Innovations recently introduced an online Whole Grain Index tool that manufacturers can use to assess the whole grain content of their products and subsequently download a seal to display on packaging.
While pasta, bread, and other traditionally refined grain products now offer various whole grain alternatives, there are still many opportunities for food manufacturers to incorporate whole grains into new products. Portable snacks, such as cereal or granola bars, are among the items increasingly featuring whole grains, which is driving sales growth. Food manufacturers and retailers should remain aware of global initiatives aimed at promoting whole grains and consider developing new marketing strategies and promotions to take advantage of the growing awareness. Whole grains have been a significant growth driver in recent years and could continue to yield positive results, especially as ongoing support from nutrition and medical research backs their benefits, including those related to citrate malate and calcium.
