全谷物食品“出圈”面临三重门

Core Viewpoint - The article discusses the rising trend of whole grain foods in China, driven by health awareness and government initiatives, but highlights the challenges in consumer acceptance and product quality [2][4][11]. Group 1: Industry Trends - Whole grain foods, such as whole wheat mooncakes and brown rice, are gaining popularity as consumers become more health-conscious [2][3]. - The National Whole Grain Action Plan (2024-2035) aims to promote whole grain consumption, yet the current consumption rate in China remains below 1%, compared to 20%-35% in developed countries [2][4]. Group 2: Consumer Behavior - Consumers are increasingly interested in whole grain products, but face confusion due to complex ingredient labeling and a lack of clear standards [3][4]. - The average daily intake of dietary fiber in China is only one-third of the recommended amount, indicating a need for increased whole grain consumption [4][11]. Group 3: Product Development Challenges - Whole grain products often have a rough texture and limited variety, which conflicts with traditional preferences for refined grains [4][5]. - The absence of mandatory standards for whole grain labeling leads to inconsistencies in product quality and consumer trust [4][5]. Group 4: Technological Innovations - Companies are developing new processing technologies to improve the taste and shelf life of whole grain products, such as enzyme treatment and micro-pulverization [7][8]. - Innovations in preservation techniques are extending the shelf life of whole grain foods, addressing storage challenges [8][10]. Group 5: Industry Structure and Standards - The whole grain industry in China is still in its infancy, characterized by small-scale enterprises and low market concentration [11][12]. - The National Whole Grain Action Plan emphasizes the need for a complete industrial chain and encourages the establishment of collaborative innovation platforms [12][13]. Group 6: Policy Recommendations - Experts suggest that government-led initiatives should focus on creating a robust standard system for whole grain products to enhance market recognition and consumer confidence [12][13]. - Local governments are already implementing policies to improve whole grain product standards and traceability, which could serve as models for national initiatives [13].