Whole grains have become a household word, and the 2010 Dietary Guidelines for Americans recommend that half of our grain consumption be from whole grains. While most Americans’ whole-grain consumption is most likely not at the recommended level, NPD Group reports that consumption rose 20% from 2005 to 2008, after remaining steady from 1998 to 2005. The International Food Information Council’s (IFIC) 2013 Consumer Food and Health Survey showed 78% percent of Americans have tried to increase their consumption of whole grains for more than a year.
Considering that whole-grain products are more difficult to manufacture, the industry has done a commendable job of providing more whole grains on grocery shelves quickly. According to the Mintel Global New Products Database, 3,378 whole-grain products were introduced in 2010, compared with 164 new products in 2000. The Whole Grain Stamp from the Whole Grains Council (WGC) is now on more than 8,600 different products in 41 countries.