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Whole grains are set to drive new product innovation

Research from Ardent Mills finds 87.0% of consumers link whole grains with a product’s nutritional profile and 82.0% want the ingredient on labels.

Reported · Written up by our desk · Agriculture

Whole grains are poised to benefit from consumer demand for nutrient-dense foods with recognizable ingredients and appealing taste and textures, with industry interest focused on their fiber and nutrient content, according to World Grain.

World Grain reports that whole grains come from the entire seed of a plant, including the bran, germ and endosperm, and that ancient grains are examples of whole grains that have remained unchanged for several hundred years.

Citing research from Ardent Mills, World Grain says 87.0% of consumers believe whole grains contribute positively to a product’s nutritional profile, 86.0% view them as healthier or better-for-you ingredients, and 82.0% say they are the type of ingredient they like to see on a label.

The outlet also notes that more than three-quarters of consumers associate whole grains with quality, authenticity and taste, and that they can influence purchase decisions and contribute positively to flavor.

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