Core Insights - The article discusses the importance of increasing the supply and consumption of whole grain foods in China, highlighting the launch of the National Whole Grain Action Plan (2024-2035) aimed at enhancing food security and public health [1][8]. Consumption Side - Whole grains are recognized as nutrient-dense foods, containing 40% to 90% more vitamins and minerals compared to refined grains, and are rich in dietary fiber [3]. - Current consumer habits favor refined grains due to better taste and ease of preparation, with whole grain consumption in China accounting for less than 1% of total grain consumption, indicating significant room for growth [3][4]. - Consumer awareness of whole grains is low, with only 24.6% able to accurately identify them, and 95% lacking comprehensive knowledge of their nutritional benefits [4]. Supply Side - The market for whole grain products is expanding, with various options available on e-commerce platforms and in supermarkets, yet overall sales remain low, with one supermarket reporting only 0.12% of total grain sales coming from whole grains [5][6]. - Innovations in whole grain food production are underway, with new technologies being developed to create high-quality whole grain products that meet consumer preferences [6]. - Companies are diversifying their product offerings, such as red rice snacks, to cater to younger consumers while maintaining the nutritional benefits of whole grains [7]. Industry Development - The National Whole Grain Action Plan aims to significantly increase the proportion of whole grain consumption among residents over the next decade [8]. - Recommendations include enhancing the entire supply chain for whole grains, from production to consumption, and establishing standardized practices for whole grain products [8][9]. - The development of the whole grain industry is viewed as a systematic project that requires coordinated efforts in education and product innovation to promote healthy dietary habits [9].

Core Insights - The article discusses the promotion of whole grain foods in China, highlighting the government's initiative to increase supply and consumption of whole grains by 2035 [1] - It emphasizes the nutritional benefits of whole grains compared to refined grains, noting that whole grains contain 40% to 90% more micronutrients [1] Consumption Insights - Current whole grain consumption in China is less than 1% of total grain consumption, indicating significant room for growth [1] - A report shows that only 24.6% of consumers can accurately identify whole grains, and 95% lack comprehensive knowledge of their nutritional value [1] - Many consumers are unaware of the recommended daily intake of whole grains, with less than 15% knowing the appropriate amount [1] Supply Insights - There is a growing variety of whole grain products available in supermarkets and e-commerce platforms, with some products achieving monthly sales exceeding 10,000 units [1] - Innovations in whole grain food production, such as high-quality whole wheat flour and whole grain noodles, are being developed to meet consumer preferences [1] - The article mentions that a new technology has been implemented to enhance the quality and nutritional content of whole grain products, with a focus on health benefits [1] Industry Development - The "National Whole Grain Action Plan (2024-2035)" aims to significantly increase the proportion of whole grain consumption among residents over the next decade [1] - Experts suggest enhancing the analysis of whole grains' environmental, nutritional, and food security effects across the entire supply chain [1] - Recommendations include establishing industrial parks in grain-rich areas to integrate resources and attract leading enterprises to foster collaboration with smaller companies [1]