The Whole Grain Stamp is just as powerful – and necessary – of a marketing tool today as it was 20 years ago when it debuted, as consumer research reveals more Americans seek the health, sustainability and culinary benefits of whole grains, but also struggle to identify them and consume the recommended daily amount.
According to the most recent consumer survey conducted by the Oldways Whole Grains Council, which certifies and administers the Whole Grain Stamp, more than half of consumers reported in 2023 that they increased their whole grain intake in the past five years, but 77% acknowledged they should be eating more.
To help consumers meet this goal, Oldways Whole Grains Council has certified more than 12,000 products with the Whole Grain Stamp – up from just 250 when the stamp launched two decades ago. Despite this growth, there is significant room for innovation and more whole grains products – for which proprietary research by Ardent Mills suggests consumers are willing to pay more.
In this episode of FoodNavigator-USA’s Soup-To-Nuts Podcast, Oldways Whole Grains Council Vice President of Nutrition Programming Kelly LeBlanc shares why consumers are drawn to whole grains, how much more they are willing to pay for them, and why they struggle to meet daily recommendations. She also shares how the Whole Grain Stamp can help drive sales and boost consumption of whole grains. LeBlanc shines a light on the types of whole grains consumers are gravitating towards, where she seems room for innovation, and how incorporating more whole grains can help companies tap into other macro-trends, including increased demand for fiber, protein and weight loss management.
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Whole Grain Stamp celebrates 20 years
Oldways Whole Grains Council debuted the Whole Grain Stamp in 2005 – just one month before the Dietary Guidelines for Americans recommended for the first time that consumers make half their grains whole – a fortuitous confluence for industry, given most shoppers were falling far short of this recommendation and stamp showing them how to boost their intake.
“Even 20 years ago, research really did indicate strong and consistent evidence on the health benefits of whole grains, but consumers were falling short, and they couldn’t easily identify them at the store,” said LeBlanc. “You might go to the store and see two loaves of bread that have a brownish color, but it wasn’t immediately clear how much whole grain, if any, was in either one.”
The Whole Grain Stamp helps clarify the amount of whole grains in products by displaying the gram amount in one serving of the product.
The Whole Grain Stamp is the only whole grain certifier in the US, and it is widely adopted globally with three variations – the 100% Whole Grain Stamp, the 50% Plus Whole Grain Stamp, which indicates at least half of the product’s grains are whole, and the Basic Stamp, which indicates a product contains at least 8 grams of whole grains per serving.
Growing prominence mirrors increased demand
When the stamp first hit the market in 2005, about 250 products featured the emblem – now more than 12,000 products have the stamp, LeBlanc said.
Over the years, as brands added the stamp to more products predominantly featuring whole grains, more Americans have increased their intake – underscoring the marketing power of the stamp as well as need for ongoing innovation to help consumers meet the dietary guideline’s recommendation.
According to a scientific report recently published by the Dietary Guidelines Advisory Committee, whole grain intake has doubled for 12- to 19-year-olds from the period of 2003-04 to 2017-18. There was also an increase in consumption among adults in the same period, noted LeBlanc.
“It has been a slow and steady trajectory upwards, but we are still, as a whole, not meeting the threshold for making at least half our grains whole,” she said.
Citing data from Oldway’s consumer research, LeBlanc said more than half of consumers said they should be eating more whole grains even as 77% said they have increased their intake in the past five years.
Consumers want whole grains – taste is not the turnoff it once was
A notable subtext in this stat is that consumers want more whole grains – debunking the common perception that they prefer the taste and texture of refined grains and underscoring the need for new product development and innovation featuring whole grains.
“Our survey found that more people see the taste of whole grains as a benefit versus a barrier,” LeBlanc said.
As such, she added, Oldways talks not just about the nutritional benefits of whole grains, but also the culinary benefits.
Social media, including TikTok, has also helped open people’s minds to whole grains by showing them recipes and exposing them to different types of whole grains beyond wheat, said LeBlanc.
Whole grains offer ‘bigger nutritional bang for your buck’
Because whole grains are packed with more protein and fiber than refined grains, they also offer a way for food manufacturers to better meet consumer demand for products that are nutrient dense and which either emulate or support the benefits of increasingly popular weight loss drugs.
“A whole grain is a grain that has all three parts of its original kernel. So, there is the outer bran layer, the inner endosperm layer, which is the starchy part, and the inner germ layer, which where a lot of the healthy fats are. So, a whole grain has all of those parts in their original proportions,” even if it is milled, whereas a refined product has some components sifted out and removed, she said.
“We do see consumers who are interested in wanting to pick the best option,” including consumers who follow a low-carb diet choosing grains with more protein and fiber, she added.
Where is the most potential for innovating with whole grains?
Given consumer interest in whole grains, LeBlanc sees the most potential for innovation with whole grains in the center of the store and in usage occasions beyond breakfast. She also sees untapped potential to incorporate ancient grains in the American diet.
A national survey conducted by Oldways shows that bread and cereal are the most common sources of whole grains in the American diet, but analysis also shows very little saturation of whole grains in baking mixes, pizza and pizza crust, waffles, pancakes, French toast soup, beverages and yogurt, said LeBlanc.
She said she also sees interest in ancient grains and heirloom varieties.
Stamp could be more impactful than front-of-pack claims
To get credit for including whole grains and attract the consumers who want to buy products with more whole grains, LeBlanc encourages brands to apply for and use the Whole Grain Stamp, which she says is more impactful than front-of-pack claims.
“We have found that front-of-pack claims made by the manufacturer are not enough. Consumers are skeptical of whole grain claims made without the certification offered by the Whole Grain Stamp,” she said.
She adds the “vast majority” of consumers – 85% –trust the Whole Grain Stamp compared to a company making its own claim. Likewise, 39% of consumers report seeing the Whole Grain Stamp would make them more likely to buy a product.
To learn more about the Whole Grain Stamp and how Oldways is celebrating its 20th anniversary, listeners can visit wholegrainscouncil.org where there is additional information about the stamp along with other resources.
