February 2012
Whole Grain Claims in the Marketplace
Canada’s agri-food sector is interested in promoting the nutritional and health benefits of food products
through the use of health claims, nutrient content claims and other nutrition information provided on
food labels. Recently there has been interest in products containing whole grains because the dietary
guidelines recommend increasing their consumption, other jurisdictions have approved health claims
and consumer demand is rising. This report examines market penetration and communication of whole
grain claims on the labels of food products sold in Canada and in other jurisdictions, their importance to
consumers and potential opportunities for promoting the health benefits of whole grains. This
information has been compiled from a variety of sources and is supported by data on new product
launches bearing whole grain claims entering the market since 2006. 1
Defining Whole Grains
The American Association of Cereal Chemists International (AACC) defines whole grains as
consisting of the “intact, ground, cracked or flaked caryopsis [grain], whose principal components—
the starchy endosperm, germ and bran—are present in the same relative proportions as they exist in
the intact caryopsis” (AACC, 1999). To be considered whole grain, a food may contain intact grains,
minimally processed grains, or milled grains from which no component has been removed during the
milling process. Grains considered to be a true cereal or pseudocereal by AACC are listed in Table 1.
Currently AACC is developing guidance related to the interpretation and application of the whole
grain definition when components of the same grain are recombined or when the whole grain is
reconstituted from components of different grains.
Table 1: Common Whole Grains
True cereals
Pseudocereals
Wheat including spelt, emmer, farro, einkorn, kamut, durums
Rice, African rice*
Barley
Corn (maize, popcorn)
Rye
Oats
Millets
Sorghum
Teff (tef)
Triticale
Canary Seed
Job’s Tears
Fonio, Black Fonio, Asian Millet
Wild Rice
Amaranth
Buckwheat, Tartar Buckwheat
Quinoa
Source: adapted from official correspondence from AACC International to Health Canada, February 12, 2007;
www.aaccnet.org/definitions/pdfs/AACCIntlResponseToHealthCanadaFeb07.pdf
*Brown and coloured rices (e.g. black, red) are whole grain.
1
Source: Mintel Global New Products Database 2011. New product launches only (which can include an existing product
re-launched with a claim); does not represent the total number of products on the market
February 2012
The AACC definition of whole grain has been adopted by several countries, including the U.S., U.K.,
Sweden and Denmark. Each country has a list of qualifying grains and a list of permitted processing
methods. They allow for minor losses of components through traditional processing methods and
natural variations that exist between batches of grains. Health Canada has also proposed to adopt
the AACC definition into the Canadian Food and Drug Regulations (Health Canada, 2006) and is
participating on the AACC committee that is developing the guidance on the interpretation of the
definition.
Dietary Importance of Whole Grains
Dietary guidelines in Canada and in other countries recommend consuming whole grain products as
a component of healthy eating (Table 2).
Table 2: Some Whole Grain Dietary Recommendations Around the World
Country
Guideline
Recommendations
Canada
Eating Well with
“Make at least half of your grain products whole grain each day.
Canada’s Food Guide Eat a variety of whole grains such as barley, brown rice, oats,
quinoa and wild rice. Enjoy whole grain breads, oatmeal or
(2007)
Australia
Australian Dietary
Guidelines (2003)
China
Dietary Guide for
Chinese Citizens
(2008)
National Food
Institute report on the
health benefits of
whole grains (2008)
Eatwell Plate (2011)
Denmark
United
Kingdom
United
States
World
Health
Organization
Dietary Guidelines for
Americans (2010)
Global Strategy on
Diet, Physical Activity
and Health (2004)
whole wheat pasta.”
“Eat plenty of cereals (including breads, rice, pasta and
noodles), preferably wholegrain.” Updated guidelines are
expected to indicate “mostly whole grain” instead of “preferably
whole grain”.
The Chinese Ministry of Health and the Chinese Nutrition
Society recommend that adults consume a daily average of 50 g
of coarse grain, and that the elderly consume 100 g.*
Danes should consume a minimum of 75 g of whole grains daily
(based on a 2400 calorie diet; about 63 g daily for a 2000 calorie
diet), emphasizing a variety of whole grain products.†
“Try to eat…plenty of bread, rice, potatoes, pasta and other
starchy foods – choose wholegrain varieties whenever you can.”
“Consume at least half of all grains as whole grains. Increase
whole-grain intake by replacing refined grains with whole grains.”
“For diet, recommendations for populations and individuals
should include the following: … increase consumption of fruits
and vegetables, and legumes, whole grains and nuts…”.
*http://english1.people.com.cn/90001/90782/90880/6867310.html
†
based on an English summary of the report’s recommendations,
www.wholegrainscouncil.org/whole-grains-101/whole-grain-guidelines-worldwide
Marketplace Trends for Whole Grains
Consumers are aware of dietary recommendations for whole grains and they are interested in
consuming whole grains for health. In fact, “whole grain” was the most sought-after claim on food
labels in 2010 in the U.S., followed by high fibre and low sodium (IFT, 2011). Baby boomers, the
largest generational group in Canada, will continue to be a big driver in the demand for whole grain
products as they look to manage their health and improve or maintain their quality of life through
nutrition. They are actively looking for products containing whole grains. As a result, many
companies are introducing whole grain products and identifying “whole grain” on product labels.
Whole Grain Claims in the Marketplace
Food Regulatory Issues Division, Agriculture and Agri-Food Canada
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February 2012
Figure 1: Number of New Products in the Global Market Bearing “Whole Grain” Claims
Whole Grain Claims in the Marketplace
# of new product launches with whole
grain claims
300
250
200
2007
2008
150
2009
2010
100
50
0
Globally
Canada
US
EU
AUS/NZ
Others*
Region
* “Others” include Brazil, China, India, Mexico, South Korea, Russia combined
Source: Mintel Global New Products Database (January 1 to April 20, 2011)
The general increase since 2007 in the number of new product launches in the market bearing whole
grain claims (Figure 1) indicates that industry is responding to consumer demand for whole grain
products. New product launches bearing whole grain claims were most prevalent in North America.
In Canada, manufacturers of cold cereals, cereal bars and bread and bread products are the most
frequent users of whole grain claims (Table 3); these three sub-categories accounted for 74% of
Canadian product launches with whole grain claims. The 49 cold cereal products with whole grain claims
represent just over one quarter (26%) of the cold cereal category.
Table 3: Product Categories with Whole Grain Claims in Canada, 2007–2011
Number of Products
Sub-Category
With whole
Total
grain claims
Baby Snacks
Baking Ingredients & Mixes
Bread & Bread Products
Cakes, Pastries & Sweet Goods
Cold Cereals
Fruit Snacks
Hot Cereals
Pasta
Savoury Biscuits/Crackers
Shelf-stable Desserts
Snack/Cereal/Energy Bars
Sweet Biscuits/Cookies
Wheat & Other Grain Based Snacks
Total
18
14
153
39
186
4
27
51
53
1
97
57
10
710
3
1
22
2
49
2
7
1
5
1
49
15
4
161
Source: Mintel Global New Products Database 2011
There appears to be a continuing trend to add whole grain claims to product labels both globally and
in Canada, as indicated by the increase in the number of new product launches over time (Figure 1).
Data for the first quarter of 2011 show that 19 new products with whole grain claims have been
launched in Canada, 51 in the U.S., and 88 globally (Mintel, 2011).
Whole Grain Claims in the Marketplace
Food Regulatory Issues Division, Agriculture and Agri-Food Canada
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February 2012
Figure 2 indicates the total percentage market value growth in the bakery and cereal product
category as a whole between 2006 and 2011, including products with and without whole grain claims.
The market value of bakery and cereal products has increased every year since 2006 for each
country presented and this category appears to have the greatest potential to bear whole grain
claims, depending on the formulation.
Figure 2: Market Value Growth of Bakery and Cereal Products, 2006–2011
Market Value Growth since 2006
18%
16%
14%
12%
10%
% Growth
8%
Bakery and Cereal Products
6%
4%
2%
0%
United States
Canada
Germany
United
Kingdon
France
Country
Source: Datamonitor Market Data Analytics 2011
Helping Consumers Identify Whole Grains
Variations in the existing global definitions for whole grain and whole wheat have made it difficult for
consumers to understand food labels and determine what is meant by the terms “whole grain”,
“multi-grain” and “whole wheat”, as well as the various names used for processed grains identified on
ingredient lists (Miller Jones, 2010). For example, the standard for whole wheat flour in Canada’s
Food and Drug Regulations permits up to 5% of the wheat kernel to be removed—which includes
much of the germ and some of the bran—to help reduce rancidity and prolong the shelf life of whole
wheat flour. Such flour would comply with the Canadian regulations but would not be considered
whole grain by the AACC definition. As Canada moves toward adopting the AACC definition, further
action will likely be required on flour standards to ensure options are available.
Currently, many companies identify whole grain content by using their own unique logos or by using
label claims such as “contains whole grains” and “made with 100% whole grains”. The CFIA Guide to
Food Labelling and Advertising (section 4.2.3) recommends that when the presence of an ingredient,
component or substance is emphasized, the label should include a statement regarding the amount
present in the food. Furthermore, care should be taken when claims are made about whole grains,
when the whole grain is not intact, so that consumers are not misled about the composition of the food.
The Whole Grains Council (WGC) and its internationally affiliated groups have developed a logo to
identify products containing significant amounts of whole grains. There are two types of Whole Grain
Stamp, each showing the amount of whole grains per serving in
compliance with the recommendation in the CFIA Guide. The basic Whole
Grain Stamp can be used on products containing a minimum of 8 g of
whole grains per serving. In Canada, the 100% Whole Grain Stamp can
only be used on products that are made entirely with whole grains and that
contain a minimum of 16 g of whole grains per serving. The Canadian stamps are also bilingual. To
use the stamp, a company must be a paid member of the WGC. The Whole Grain Stamp appeared
Whole Grain Claims in the Marketplace
Food Regulatory Issues Division, Agriculture and Agri-Food Canada
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February 2012
on 5,800 different products in 23 countries as of August 2011. 2 In Canada, where it was introduced in
2008, 779 products are registered to use the Whole Grain Stamp. 3
Health Claim Opportunities
Health claims on product labels and in advertising convey information about food characteristics and
related health benefits. This information can be used by consumers to choose foods that may help
reduce their risk of developing nutrition-related chronic diseases. Manufacturers have some options for
supporting informed choice among consumers who are interested in being able to identify whole grains.
Whole Grain Claims in Other Jurisdictions
Some jurisdictions have approved health claims related to whole grain consumption. However, more
recently, as the definition for whole grains established by AACC in 1999 has received increasing support
from the scientific and regulatory community, other jurisdictions have reviewed the evidence and some
of them have rejected health claims for whole grains, sometimes in favour of grain-specific claims.
Previously accepted health claims
In 1999, the U.S. was the first country to allow a whole grain health claim:
 "Diets rich in whole grain foods and other plant foods and low in total fat, saturated fat, and
cholesterol, may help reduce the risk of heart disease and certain cancers."
In 2003, the U.S. permitted a variant of this claim:
 “Diets rich in whole grain foods and other plant foods, and low in saturated fat and
cholesterol, may help reduce the risk of heart disease.”
In 2002, the U.K accepted:
 “People with a healthy heart tend to eat more whole grain foods as a part of a healthy lifestyle”.
In 2003, Sweden approved:
 “A healthy lifestyle and a balanced diet rich in whole grain products reduce the risk of heart
disease”.
New evidence challenges whole grain health claims
When Food Standards Australia New Zealand (FSANZ) and the European Food Safety Authority
(EFSA) each reviewed the evidence for a health claim (in 2007 and 2010, respectively), many of the
studies that supported the above health claims were not considered because the measurement of
whole grains was not consistent with the AACC definition. Both FSANZ and EFSA concluded that the
evidence provided did not support a claim for whole grains and heart disease risk reduction (FSANZ,
2007; EFSA, 2010).
A Cochrane Review on whole grain cereals for coronary heart disease (CHD) in people with existing
CHD or risk factors for CHD found evidence supporting the effects of "whole grain oats" on blood
lipids. The reviewers did not find supporting evidence for other whole grains because of a lack of
well-designed, long-term randomised controlled trials on whole grain foods and diets other than oats
(Kelly et al., 2007).
Whole Grain Claims in Canada
In Canada, references to Canada’s Food Guide are permitted for use on labels and in advertising,
provided principles for their use are followed. 4 This includes a general health claim stating that
“Canada’s Food Guide recommends making at least half of your grain products whole grain
each day.” General health claims promote health through healthy eating or provide dietary guidance;
they do not refer to a health effect, disease, or health condition.
2
www.wholegrainscouncil.org/newsroom/whole-grain-statistics
3
Information provided by Cynthia Harriman, Whole Grains Council, December 20, 2011.The stamp, customized for Canada,
received a “letter of no objection” from CFIA in December 2007.
4
General Principles for the Use of Content from Canada's Food Guide Resources in Labelling and Advertising
www.hc-sc.gc.ca/fn-an/food-guide-aliment/gen_prin-eng.php
Whole Grain Claims in the Marketplace
Food Regulatory Issues Division, Agriculture and Agri-Food Canada
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February 2012
To date, a disease risk reduction health claim for whole grains has not been accepted for use in
Canada. However, in 2012-13, Health Canada expects to publish the results of a systematic review
undertaken to determine whether the evidence from intervention and prospective cohort studies
supports a health claim for whole grains and cardiovascular disease risk reduction in generally
healthy populations.
In 2010, Health Canada accepted a therapeutic health claim that links the consumption of betaglucan oat fibre to a reduction in blood cholesterol, a risk factor for heart disease. For example:
 "X g (x cup) of [naming the food] supplies X% of the daily amount of the fibres shown to help
reduce cholesterol."
Eligible sources of beta-glucan oat fibre are oat bran, rolled oats (or oatmeal), and whole oat flour,
either as the foods themselves or as ingredients in formulated foods. The conditions of use and the
claim wording are prescribed in the assessment (Health Canada, 2010).
For a health claim to be approved in Canada, it is necessary to submit a pre-market application
prepared according to Health Canada’s Guidance Document for Preparing a Submission for Food
Health Claims. In response to industry’s concern about the level of resources required to meet health
claim substantiation standards, Health Canada has developed the Guidance Document for Preparing
a Submission for Food Health Claims Using an Existing Systematic Review. This guidance document
outlines the requirements for a complete health claim submission based on an existing literature
review. Health Canada has identified five regulatory or scientific organizations with standards of
evidence similar to Canada’s standards, including FSANZ, EFSA and the Cochrane Collaboration.
The results of the reviews undertaken by these organizations suggest that additional research gaps
need to be addressed prior to making a submission on whole grains.
The Food Regulatory Issues Division (FRID) of Agriculture and Agri-Food Canada provides
assistance to Canada’s agri-food sector in navigating Canada’s regulatory system for health claims,
novel foods and ingredients. FRID can provide mentoring and guidance in the health claim and novel
food submission process.
References
American Association of Cereal Chemists International. (1999): AACC members agree on definition of whole
grain. www.aaccnet.org/news/pdfs/wgPR.pdf
Datamonitor (2011): Market Data Analytics. Retrieved April 5, 2011
European Food Safety Authority [EFSA] (2010): Scientific Opinion on the substantiation of health claims related to
whole grain (ID 831, 832, 833, 1126, 1268, 1269, 1270, 1271, 1431) pursuant to Article 13(1) of Regulation (EC)
No 1924/20061. EFSA Journal 8(10):1766. www.efsa.europa.eu/en/efsajournal/pub/1766.htm
Food Standards Australia New Zealand (2007): Wholegrains and coronary heart disease – FSANZ consideration
of a commissioned review.
www.foodstandards.gov.au/consumerinformation/nutritionhealthandrelatedclaims/reviewsforhighlevelc3090.cfm
Health Canada (2010): Oat Products and Blood Cholesterol Lowering: Summary of Assessment of a Health Claim
about Oat Products and Blood Cholesterol Lowering. www.hc-sc.gc.ca/fn-an/label-etiquet/claims-reclam/assessevalu/oat-avoine-eng.php
Health Canada (2006): Position Paper on Five US Health Claims Considered for Use in Canada. (Part A, A.2
Definition of whole grain).
www.hc-sc.gc.ca/fn-an/label-etiquet/claims-reclam/position_paper-enonce_position-eng.php
Institute of Food Technologists [IFT] (2011). Top 10 Food Trends for 2011.
www.foodproductdesign.com/news/2011/04/top-10-food-trends-for-2011.aspx
Kelly SAM, Summerbell CD, Brynes A, Whittaker V, Frost G (2007): Wholegrain cereals for coronary heart
disease. Cochrane Database of Systematic Reviews. Issue 2. Art. No.: CD005051. DOI:
10.1002/14651858.CD005051.pub2 www2.cochrane.org/reviews/en/ab005051.html
Miller Jones, J. (2010): Regulatory Aspects of Whole Grain and Whole Grain Foods: Definitions and Labelling.
Cereal Chem. 87(2):150–154
Mintel (2011): Global New Products Database. Retrieved April 2011
Whole Grain Claims in the Marketplace
Food Regulatory Issues Division, Agriculture and Agri-Food Canada
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February 2012
Select Resources
Agriculture and Agri-Food Canada
- Canada’s Regulatory System for Foods with Health Benefits—At a Glance
www.agr.gc.ca/food-regulatory-issues
-
Promising Health Claim Opportunities for Canada’s Agri-Food Sector
www.agr.gc.ca/food-regulatory-issues (select “Reports and Reviews”)
-
Best Practices in Promoting Food Health Benefits
www.agr.gc.ca/food-regulatory-issues (select “Reports and Reviews”)
Health Canada
- Position Paper on Five US Health Claims Considered for Use in Canada; A.2 Definition of Whole Grain
www.hc-sc.gc.ca/fn-an/label-etiquet/claims-reclam/position_paper-enonce_position-eng.php#a2
-
Whole Grains—Get The Facts
www.hc-sc.gc.ca/fn-an/nutrition/whole-grain-entiers-eng.php
-
Canada’s Food Guide to Healthy Eating
www.hc-sc.gc.ca/fn-an/food-guide-aliment/index-eng.php
-
General Principles for the Use of Content from Canada's Food Guide Resources in Labelling
and Advertising
www.hc-sc.gc.ca/fn-an/food-guide-aliment/gen_prin-eng.php
-
Guidance Document for Preparing a Submission for Food Health Claims
www.hc-sc.gc.ca/fn-an/legislation/guide-ld/health-claims_guidance-orientation_allegations-sante-eng.php
-
Guidance Document for Preparing a Submission for Food Health Claims Using an Existing Systematic
Review www.hc-sc.gc.ca/fn-an/legislation/guide-ld/systemat-revi-sub-eng.php
Canadian Food Inspection Agency
- Guide to Food Labelling and Advertising
 Section 4.2.3: Stressing or Highlighting Particular Ingredients.
www.inspection.gc.ca/english/fssa/labeti/guide/ch4e.shtml#a4_2

Chapter 8: Health Claims. www.inspection.gc.ca/english/fssa/labeti/guide/tab8e.shtml
Contact us to learn more about regulations for health claims, novel foods
and ingredients.
Food Regulatory Issues Division
Agriculture and Agri-Food Canada
1341 Baseline Road, Tower 5, 2nd Floor
Ottawa, Ontario K1A 0C5
Email: [email protected]
www.agr.gc.ca/food-regulatory-issues
The Government of Canada has prepared this report based on primary and secondary sources of information.
Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada
assumes no liability for any actions taken based on the information contained herein.
© Her Majesty the Queen in Right of Canada, 2012
Cat. No. A72-108/2011E-PDF
ISBN 978-1-100-19326-7
AAFC No. 11629E
Electronic version available at www.agr.gc.ca/food-regulatory-issues
Aussi offert en français sous le titre : Les allégations concernant les grains entiers sur le marché
This publication may be reproduced in its entirety without permission provided the source is fully acknowledged.
Whole Grain Claims in the Marketplace
Food Regulatory Issues Division, Agriculture and Agri-Food Canada
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