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How has the popularity of particular grains increased over the past several years? How has use and prevalence of the Whole Grain Stamp changed over time? Is the amount of whole grain available in products increasing overall?
These questions are very much on the minds of consumers, manufacturers, chefs and dietitians alike. It’s been more than 10 years since we launched the Whole Grain Stamp and today our database is brimming with answers. Here’s a peek at what we found.
More Whole Grain in Products
As more and more consumers cite taste as a reason for preferring whole grains, it may come as no surprise that we’ve noticed an upward spiral in the whole grain content of foods appearing on grocery shelves.
Our 100% Stamp denotes products that make all their grain whole grain and contain at least 16g of whole grain per serving. In 2011, 33% of all US Stamped products used the 100% Stamp and today that ﬁgure has risen to 37% of US Stamped products.
We have also seen an increase in the average number of grams of whole grain a product contains. The whole grain gram amount per serving is clearly stated on each Stamp and in 2011, the average gram amount for all US Stamped products was 21g. Today the average has grown to 24g.
More Companies, Producing More Whole Grain Products
Interest in the Whole Grain Stamp has grown considerably as well. The number of companies who use the Whole Grain Stamp on their products has increased more than 50% since 2011 and today we have more than 400 Whole Grains Council member companies. In that time, the number of products that we have registered for Stamp use has more than doubled. We currently have more than 11,000 Stamped products in our database, available in 55 countries, and new product registrations roll in every day.
Uncommon Grains Become More Common
With a database that boasts thousands of products and ingredients lists, it’s relatively easy to keep our ﬁnger on the pulse of grain trends. Looking at the percent of products that contain particular ingredients is a great way to watch little-known grains emerge and catch on in the market.
Of the products registered for Stamp use in the US over the past six years, there are ﬁve clear frontrunners when it comes to growing popularity. Perhaps most illustrious of all is quinoa, which is now included in almost 10% of all Stamped products sold in the US. Sorghum has also made impressive gains with its prevalence increasing fourfold in six years.
Interestingly, Canada seems to be leaping ahead of the curve when it comes to grain trends. While the prevalence of most of these grains was lower Canada in 2011 than it was in the US, the opposite is true today. In the intervening years, it seems Canadians have developed a serious love and appreciation for these scrumptious ingredients.
What questions do you have about the products in our database? Do you think millet or sorghum will rise to become the next quinoa in coming years? We’d love to hear your whole grain predictions and ﬁnd out what questions you’d like our database to answer. (Caroline)