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GRAINS & LEGUMES NUTRITION COUNCIL Why the Future is Whole Grain… Dr Sara Grafenauer, General Manager, Grains & Legumes Nutrition Council
Transcript of Why the Future is Whole Grain…gizi.fema.ipb.ac.id/wp-content/uploads/2019/08/... · Food...
GRAINS & LEGUMES
NUTRITION COUNCIL
Why the Future is
Whole Grain…Dr Sara Grafenauer, General Manager, Grains & Legumes Nutrition Council
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• Background: Grains & Legumes Nutrition Council
• Whole Grain promotion in Australia• Code of Practice for Whole Grain Ingredient Content Claims• Whole Grain Consumption• Campaigns: Whole Grain Week
• Global Burden of Disease
• Health & Disease in Indonesia
• Leveraging Research & Trends
• Food Products
Outline
TM
GRAINS & LEGUMES
NUTRITION COUNCIL
Thirroul, New South Wales North Sydney
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GROWERSRESEARCH
ORGANISATIONSMILLERS
FOOD MANUFACTURERS
RETAILERS GOVERNMENT CONSUMERS
The Grains & Legumes Nutrition Council aims to link the entire grains and legumes industry value chain…
…from grain growers…
… to consumers.
Working with the Grain Food Industry
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The Code provides guidance on the use of whole grain ingredient content claims with cut-off values & suggested wording for labels:
>8 grams per manufacturer serve
(contains whole grain)
>16 grams per serve (high in whole
grain)
>24 grams per serve (very high in whole
grain).
Whole Grain Ingredient Content Claims
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ILIncrease in Whole Grain products : 2013-2019
84
229
746
272
510
1058
0
200
400
600
800
1000
1200
2013 2016 2019
Registered Total
74%
increase
in WG
products
89%
increase in
Registered
products
NOTE: Not including flour, soups with grains, snacks e.g. popcorn
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ILRegistered and total whole grain products: 2013-2019
0
50
100
150
200
250
300
350
400
450
500
Breakfast Cereals andSnacks*
Bread Products Crispbreads, Crackers,Rice/Corn Cakes
Rice, Pasta, Noodles,Couscous, Other Grains**
Grain-based snack bars
2013 Registered 2013 Total Products 2016 Registered 2016 Total Products 2019 Registered 2019 Total Products
95%
in
Cereals 72%
in
Breads 77% in
Crackers Only
50/145
Grain
foods
37% in
Snack Bars
(since 2016)
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Searchable DatabaseConsumers can search for whole grain foods:
Australia & New Zealand
Manufacturer
Food type e.g. breakfast cereal
Level of whole grain
- contains whole grain
- high in whole grain
- very high in whole grain.
>700 Registered Products
322 carrying Whole Grain Daily
Target Intake statements
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ILWhole Grain Consumption
Whole grain consumption (g/day)6-13
26
21
55
4
14
27
20
1617
2
9
15
21
13
0
10
20
30
40
50
60
Australia (2017) Australia (11-13 AHS) Denmark Malaysia Italy France Singapore USA UK
Wh
ole
gra
in in
take
(g/d
ay)
Country
Adults
Children
Adults DTI
Children DTI
Limitations• Mean vs median• Age groups• Adjusted for kJ intake
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Bread / Rolls 19%
Other bread e.g. tortillas
13%
Cakes 0%
Cereal 40%
Rice 10%
Crispbread 5%
Bars 5%
Other grains e.g. pasta5%
Beverages 2% Takeaway 1%
Food category contribution (%) to grams of whole grain
Sources of Whole Grain in Diets
Whole Grain Week 2019
Objectives
To raise awareness of whole grains; how to use and where to find them
Increase influencer and HCP confidence to promote whole grains in lifestyle pages, blogs and on social media
Key Messages
• Whole grains provide a number of nutrition benefits
• Swapping from refined to whole grains is important for health
• Whole grain variety is important
GLNC Whole Grain Feast - 20 June
• 36 guests attended, including…
• @brownpapernutrition
• @thebitingtruth
• @the_nutritionguy
• @foodwatch
• @nourish_everyday
• A mix of dietitians, industry and influencers
• And some of our supporting Contributors!
*Please refer to the Appendix for a full list of guests.
Media Highlights
*All figures reported as at 8 July
ReFuelMagazine
- Winter Edition
SBS - June
Prevention Digital
Woolworths Fresh
Total media reach:
>1.7 million* up 90% on FY18
Social Media Highlights
Click the image to view some of the Whole Grain Week posts on
Instagram!
More than 200tagged Instagram
stories generated*
Up 100% on 2018Over 42k
interactions on social*
Up 15% on 2018
40% increase in Instagram
followers in 2 weeks!
Total social media reach>2 million*
Up 83% on 2018
*All figures reported as at 8 July
#wholegrainweek #wholegrainchallenge
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ILMeasuring engagement: Twitter
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ILMeasuring engagement: Instagram
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GBD 2015 Risk Factor Collaborators. Global, regional, and national comparative risk assessment of 79 behavioural, environmental and occupational, and metabolic risks or clusters of risks, 1990–2015: a systematic analysis for the Global Burden of Disease Study 2015. The Lancet. 2016;388(10053):1659-724.
Leading 30 global risk factors for DALYs (adapted from GBD 2015 Risk Factor Collaborators, 20162)
Low whole grains:
ahead of low fruit, nuts & seeds,
vegetables, & omega-3 fatty acids
in terms of burden of disease, and
moving up the list.
20051990 2015
15th 11th
Global Burden of Disease
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• The Lancet Global Burden of Disease
study was updated Nov 2018
• Low whole grains was the second
greatest dietary risk factor for mortality,
and greatest dietary risk factor for
Disability Adjusted Life Years, accounting
for 82·5 million years lived with disability.
GBD 2017 Risk Factor Collaborators. Global, regional, and national comparative risk assessment of 84 behavioural, environmental and occupational, and metabolic risks or clusters of risks for 195 countries and territories, 1990–2017: a systematic analysis for the Global Burden of Disease Study 2017. The Lancet. 2018;392(10159):1923-94
An Evidence Update…
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2 billion people with nutrient
deficiency
1.9 billion people overweight or obese
Nutrition, Health & Disease
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http://www.healthdata.org/indonesia
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http://www.healthdata.org/indonesia
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http://www.healthdata.org/indonesia
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ILResearch: Quality Carbohydrates
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• Offer intrinsic health benefits
• Tie into gut health and plant-protein
trends
• Can feature in almost any food category
Whole Grains are an opportunity…
The Opportunity
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Animal-based protein is still big…
…but plant proteins are growing
fastest
Why plant protein?
• More sustainable
• Health halo
• Lower cost
Food Revolution Network. 2018. Why the Global Rise in Vegan and Plant-Based Eating Isn’t A Fad (600% Increase in U.S. Vegans + Other Astounding Stats
Australia is now
the third fastest
growing vegan
market in the
world
Trends: Plant Protein
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Food Revolution Network. 2018. Why the Global Rise in Vegan and Plant-Based Eating Isn’t A Fad (600% Increase in U.S. Vegans + Other Astounding Stats
Plant power
Plant-based
product claims
increased by 62%
globally between
2013 and 2017.
Be Natural, Australia
Plant Protein Claims
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• No longer restricted just to the
senior market
• Younger consumers are more
interested in their gut health
• Millennials to become biggest
spenders on foods with added
benefits - fibre
Consumers
want to ‘feel the
benefit’
Nutraingredients. 2017. Millennials driving next generation of functional foods. https://www.nutraingredients.com/Article/2017/03/16/Millennials-driving-next-generation-of-functional-foods
Fibre & Gut Health
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Supports digestive health!
High fibre -20% of your
daily requirements
Fibre is a key
driver behind
gut health
Fibre Claims
Freedom Foods Barley Max Wraps
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Carman’s Fruit & Nut Muesli
Golden Wholemeal Crumpets
Sun Rice Australian
Brown Rice
San Remo Wholemeal
Pasta
Wokka Whole Grain Noodles
Whole Grain in Australia
BurgenWholemeal &
seeds
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$0.85 $4.90 $7 - 13
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Cooked White Rice
Noodles Refined Flour Bread (white wheat)
Whole Grain Bread (white wheat)
Fibre 1.0g 1.7g 2.8g 6.3g
Protein 2.7g 6.3g 9.7g 9.0g
Magnesium 12mg 8mg 27mg 61mg
Vitamin B2 0.02mg 0mg 0.05mg 0.08mg
Vitamin E 0mg 0mg 0.22mg 0.41mg
Content per 100 grams
• Wholemeal white wheat bread has 2X the nutrient content of refined flour
bread & more than 3X the nutrient content of white rice
• Australian white wheat is well suited to produce whole grain foods with
good consumer acceptance of colour & flavour profile
Nutrient Credentials: White Wheat
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A range of options is important
Changing Consumer Preferences
Whole grain noodles (fortified with
micronutrients)*
*Ref: Bronder et al (2017) Asia Pac J Clin Nutr 26(2) 191-201
Whole grain bun
Whole grain snacks
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What is happening in Asian countries?
• Singapore Health Board partnered with local food stalls (called Hawker Centres) to offer brown rice and whole grain noodles on their menus
• Philippines Health Promotion Board encourages people to “be RICEsponsible” and choose brown rice instead of white
• China has voiced an urgent need to shift back to whole grains.
• In Indonesia there is a requirement to include the percentage of whole grains in a product labelled “Whole Grain”, although the types of grain did not have to be stated.
• AND Foods that are “whole, broken, or flaked grain, including rice” and “breakfast cereals, including rolled oats” can make whole grain claims, with a minimum 25% whole grains.
Whole Grain in Asia
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Go Lite Savoury Granola
Kongbap Multi Grain Mix
Trim Eats Blueberry Cheesecake Overnight Oats
Nola Oatmeal Raisin Cookies with Red RiceBionic Farm
Red Rice Flour
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Each of these contains ~16g of whole grain
Key Messages: Swapping & Variety
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• The traditional food culture is changing with a
strong influence on some poor food choices &
increasing cardiovascular disease and diabetes
• The Code of Practice used in Australia is
voluntary – but is supported by FSANZ
• Good growth in whole grain products since
2013
• Key messages need to be simple – swapping
from refined grain & ensuring a variety of grains
are chosen works well.
Summary
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Dr Sara GrafenauerGeneral [email protected]
TM
Thank You
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ILChange in registered products across whole grain food categoriesCategory 2013 2016 2019
Registere
d
Unregister
ed
Registere
d
Unregister
edRegistered
Unregister
ed
Breakfast Cereals and Snacks* 18 111 101 156 351 114
Bread Products 66 22 73 14 235 55
Crispbreads, Crackers, Rice/Corn Cakes0 48 8 64 35 4
Rice, Pasta, Noodles, Couscous, Other
Grains**0 7 0 19 50 95
Grain-based snack barsN/A N/A 47 28 75 44
TOTAL 84 188 229 281 746 312
*Includes breakfast biscuits and muesli bites **Includes quinoa, buckwheat, freekeh
