Is your diet healthy enough to be "comprehensive"?

this article for Dong Xiaochen original, copyright to COFCO Nutrition and Health Research Institute consumer and market center, if you need to reproduce please contact us.recent years, with the increase of unreasonable diet and nutritional imbalance, the incidence of chronic diseases such as diabetes, obesity, cardiovascular disease and foot gas has increased year by year, which has had a great impact on the health and socio-economic development of our people. Since ancient times, China has been "medical food quaurus" theory, more and more people through the adjustment of diet to improve health and prevent chronic diseases. And the prevention of chronic diseases, the consumption of whole grain food can play a significant role, because whole grain food to maximize the retention of grain nutrients and active ingredients, in the prevention of chronic diseases and other areas of health efficacy has been fully verified, in recent years more and more consumer recognition and attention.the definition of whole grain food, the world has not yet unified. It is now generally accepted that the American Grain Chemist Association
defined whole grain foods as whole grain foods 10 to
years ago, when the relative proportion of raw materials for cereals containing cortical, endosperm and embryos is comparable to that of natural grain grains. The varieties of whole grains include: brown rice, black rice, wheat, barley, green grass, corn, millige, yellow rice, oats, sorghum, buckwheat, hazelnuts, granules, etc.The development of the whole grain industry in China and abroad Western developed countries began to study whole grain food in the
80s and
1980s, and their governments, academic groups and business communities attach great importance to the nutritional value, processing process, market, consumption, education and publicity of whole grain food. The first international all-grain conference was held in Washington in

by the United States Department of Agriculture,
General Mills
and the American Diete Society. With the deepening of research, the health importance of whole grains has been paid more and more attention, and more and more countries and regions have launched international conferences related to whole grains.
the first
-grain conference in Paris in 1997.
2005-2010
, the European Union launched the
Health grain
) integrated research programme.
43
research institutes from
17,
countries participated in the project, which aims to improve people's health and reduce the risk of metabolic syndrome-related diseases by increasing the intake of protective compounds in whole grains and their parts.
established
Healthy
in
June 2010. Countries such as Australia and Canada have also held whole grain conferences or set up organizations to promote them. Statistics show that in
2007
, the number of whole grain products in the world reached
2368
, but in
2000
, only
164
kinds, showing that the number of whole grain products is growing very rapidly.whole grain food started relatively late in product development and promotion in developing countries. China is rich in rice, wheat, corn, oats and sorghum and other grains. In recent years, wheat flour whole grain food, oatmeal, brown rice whole grain food and other rapid development, but at present, the scale of production is not large, the variety is also less. Now our country is still largely in the pursuit of a good taste, color of fine white rice noodles food stage.market and consumption profile 1
, varieties are still limited, and foreign countries have a large gap due to technical constraints and consumers for taste requirements, China's current market of whole grain food is very limited. Take whole wheat food as an example, according to Inmint's statistics, in the past decade, China's annual new products listed in the "whole wheat" claims that the number of products showed an increasing trend year by year, the main categories are concentrated in baking, breakfast cereals and snacks. However, compared with European and American products, there is still a huge gap in quantity and variety. In terms of volume, the number of new products on the market in the US and Europe has remained in the triple- to four-digit number each year for the past decade, while the Chinese market is clearly in a slow start. In terms of categories, according to the total number of categories added over the past decade, we can see that China has fewer product categories, Europe and the United States have developed a variety of convenience foods, and leisure food is also very rich. In addition to whole grain food, foreign countries have also developed brown rice tea, brown rice noodles, brown rice cakes, high-protein brown rice flour and a series of brown rice nutrition food.Figure
2007

-2016
China, the United States and Europe each year declared the number of products declared to have "whole wheat" statistics (units:Data Source: InmintFigure
2. 2007

-2016
products listed in China, Europe and the United States contain "whole wheat" declared food category and quantity statistics (units)data source: Inmint 2
, taste, convenience, stability is a key consumer demand since whole grains only remove inedible shells, retaining bran, germs and endosperm, taste less than refined grains. Take brown rice as an example, because the brown rice cortical layer contains rich fiber, when it is steamed, water is not easy to enter the brown rice inside, starch in the endosperm is not easy to paste, resulting in long cooking time and poor taste, difficult to swallow. In China, taste is still an important consideration for consumers to buy food, so there is a certain bottleneck in the marketing of whole grain food.figure
3.
Considerations for buying food or choosing a restaurant (in
%
)Data source: IpsosThere is not yet a large number of domestic development of portable whole grain foods, such as casual snacks, the inconvenient consumption will also affect consumers' willingness to buy. In addition, whole grain foods have a short shelf life of about three months in warmer summers and about five months in other periods. Shorter shelf life can also affect consumer acceptance of products, such as the number of purchases.3
, whole grain consumption is generally inadequate said Professor Yang Yuxin, president of the Chinese Nutrition Society, with lifestyle changes in recent years, the problem of dietary inebracity among residents has become increasingly prominent, and whole grain intake is seriously inadequate. In the past
30
years, the consumption of cereals by the residents of our country has decreased year by year, and the intake of animal food and fat has increased year by year, resulting in excess calorie intake, and the excessive finishing of cereals has led to the loss of
B
vitamins, minerals and dietary fiber, resulting in insufficient intake.contrast with Chinese consumers, who have become the norm in the U.S. for whole grains. In the U.S., the proportion of people who basically always choose whole grains increased from

4 percent
percent to
31 percent
in
2016 compared with
2011
, and
32 percent of
people chose whole grains half the time, according to Dr. Xiaolin Huang, a consultant at Leap Technology International. As a
63%
consumers choose whole grains half the time.4
, there is demand in the market but consumers lack the relevant knowledge reserves At present, consumers have a preliminary understanding of whole grain foods and are aware of their physical benefits, but the relevant knowledge has not been widely publicized and widely distributed. Shaanxi Old Cow Flour Co. , Ltd. as early as the end of
2010
launched a series of grain rice products, the company's research and development staff said: "These two years when we do marketing, we found that the elderly and high-end consumers more recognized the product,
2012
sales of more than
,000 tons
." "We are very optimistic about the future of the industry, and what is needed most now is to strengthen market guidance and cultivate consumers' consumption philosophy of balanced nutrition. "There is a strong demand for whole grain foods, but inadequate marketing and a lack of consumer education can lead consumers to accept them more slowly or to opt for whole grain foods because they are susceptible to taste factors.the United States is one of the earlier countries to advocate whole grain foods. In the United States, the promotion of whole grains is "a movement" and "a new social rule". Government agencies have been conducting nutritional guidance.

2014, the government proposed grain intake of more than
50 percent
; Because U.S. consumers are well educated, consumers recognize the health benefits of whole grains.
september

,
2015, the
Whole Grains Council
market survey showed that
86% of
respondents chose whole grains because of their health benefits.
40% of
respondents chose whole grains because they liked their taste,
39% of
consumers said that high prices were a factor in increasing consumption of whole grains, and
28% of
consumers said they consumed less because restaurants did not offer whole grain products.Product development and promotion prospects 1
, policy guarantee National "12th Five-Year Plan", has listed whole grain food as China's food processing and food industry development direction, the national food processing industry development plan (
2011
-
2020
) clearly put forward: "promote the development of whole grain healthy food", "encourage increase the intake of whole grain nutrition and healthy food, promote food science and health consumption." This also provides policy guarantees for the development of whole grain foods.2
, consumer upgrades provide the market with the growth of consumption, consumers prefer high-quality, high-quality and healthy fashion of high-end products. In Nielsen's Global Healthy Eating Report, "rich in fiber" (
32%
), "high protein" (
31%
), "whole wheat" (
28%
), and "rich in vitamins" (

26%
), "high calcium" (
26%
), "minerals" (
26%
), and "micronutrients" (
26%
) are considered important factors that healthy foods should contain. It can be seen that a considerable proportion of consumers have expressed positive about whole wheat food.In a questionnaire survey on nutritional health food cognition conducted by the Consumer and Market Research Center of COFCO Nutritional Health Research Institute, respondents' high recognition of nutritional healthy foods mainly focused on the characteristics of natural raw materials, which are relatively nutritious and healthy in themselves, moderate processing but retain the original nutritional health ingredients and green food, which reflects that consumers' understanding of nutritional healthy foods is more inclined to "natural", "raw health" and other characteristics, and the results show that the product recognition of food form is high. Whole grain foods meet consumers' cognitive expectations and have a better market base.table
1.
Respondents' Perceptions of Nutritional Health FoodsSource: Cofco Nutrition and Health Research CenterRecommendations for the Development of Whole Grain Foods 1
, Increased Education and Change of People's Eating Habits Leading, carry out various forms of whole grain food knowledge publicity and education, such as in primary and secondary education to increase the nutritional health knowledge of whole grain food science, carry out knowledge lectures, network media publicity and other forms, to guide consumers to establish a scientific diet concept, change the current too much emphasis on taste of the consumer mentality.2
, improve the policy environment and standard system the development of whole grain food can not be separated from a good macro-environment. At present, China also lacks the definition, standard and label of whole grain food, the quality of products on the market is uneven. Take whole wheat products as an example, the current market has appeared different brands of whole wheat flour, although the country issued recommended standards, but there is no mandatory enterprise implementation, some enterprises in order to cater to consumers, the production of products are not the true sense of whole wheat flour. Relevant national and local governments should provide policy support for whole grain food development and accelerate the improvement of national, local and industry regulations and standards systems for whole grain foods.3
, increase product categories, focus on the development of staple food products for the current number of products and categories are less, the future to actively carry out whole grain food-related research work, enhance scientific research efforts, increase scientific research investment, and constantly develop products to meet the diverse needs of consumers. Product development has two main directions, one is the continuation and diversification of traditional products, such as