ARLINGTON, VA -- According to a new report from the Oldways Whole Grains Council, consumption and consumer acceptance of whole grains has significantly increased over the past five years with more than half of consumers increasing their whole grain intake. Data from the
2021 Whole Grains Consumer Insights Survey show that 59 percent of Americans are meeting the Dietary Guidelines’ whole grain recommendation and 95 percent of consumers indicated that their whole grain intake has increased or at least remained steady since 2018.
“An interesting finding from our survey was that even though we hear a lot about ancient grains and how they continue to be trendy and popular, when we asked people what their favorite whole grains were, the top three were whole wheat, brown rice, and oats,” said Kelly Toups, director of nutrition at Oldways.
Researchers surveyed 1,505 Americans to identify the rate of whole grain consumption, the influencing factors for purchasing whole grains, where whole grains are consumed, impact of the pandemic, and how sustainability and environmental considerations effect diet choices. Among the survey participants, health, flavor, and familiarity ranked as the leading reasons to choosing whole grains, and 88 percent of consumers indicated they are most likely to consume whole grains at home with 1 in 5 eating more whole grains now than pre-pandemic.
Sustainability continues to be an influence when purchasing as nearly 20 percent of respondents cited that as a reason for choosing whole grains, an increase of seven percent since 2019. Younger consumers showed an even stronger affinity with 26 percent of Gen Z and millennials responding positively to sustainability as a purchasing factor. Overall, two-thirds of those surveyed consider whole grains to be both sustainable and environmentally friendly.
“The information in this report is tremendous. It shows what progress has been made when it comes to whole grain consumer acceptance and the continued importance in promoting whole grains, like U.S.-grown brown rice, with nutritional and environmental messaging,” said Cameron Jacobs, USA Rice director of domestic promotion. “With the growing importance of sustainability considerations and rising familiarity of whole grains among consumers, I have no doubt that whole grain intake will continue to increase in the future.”
The report also showed a direct link between third-party packaging symbols, like the Whole Grain Stamp, and increased consumer confidence with 86 percent of consumers saying they trust the Whole Grain Stamp.
As a founding member of the Whole Grains Council, USA Rice was a sponsor of the whole grains survey compiled in May 2021. Data was collected from 1,505 Americans, ages 18 to 88, and was nationally census-representative for age, gender, race/ethnicity, region, and income. Seventy-five percent of respondents were the primary household food purchasers and 25 percent reported making half of household purchases.
Go
here to access the full report.