ARLINGTON, VA -- According to a recent report from the Oldways Whole Grains Council, consumption, consumer interest, and awareness of whole grains significantly increased in 2023 with 61 percent of consumers choosing whole grains at least half the time and 57 percent of respondents increasing their whole grain intake. The
2023 Whole Grains Consumer Insights Survey also identified whole grain rice in the top three of most commonly consumed whole grains and in the top three of whole grain categories that consumers wish they ate more of.
The report showed major progress around consumer acceptance of whole grains, especially among younger generations, with 77 percent of all respondents indicating they think they should eat more whole grains and relaying a range of motivations outside of just health for consuming and purchasing whole grains. Millennials, parents with kids at home, plant-based eaters, health-conscious consumers, and those following low-carb diets were identified as the largest demographic groups to consume whole grains.
Specific to rice, survey respondents identified brown rice in the top three of the most well-known whole grains among consumers, and more than half of those surveyed consider whole grain rice as well as wild rice as their “favorite whole grain” after trying it for the first time.
The survey also focused on how sustainability and environmental considerations influence food choices and diet with 17 percent of respondents and 24 percent of millennials reporting sustainability as an important factor in purchasing whole grains.
“The U.S. rice industry is well positioned to capitalize on demonstrated consumer desire to increase whole grain consumption,” said Cameron Jacobs, USA Rice senior director of domestic promotion. “The diverse supply of whole grain rice offerings plus the industry’s environmentally friendly growing practices have huge marketing appeal, especially as younger generations continue to increase their purchasing power.”
Other takeaways from the 2023 report include a lingering lack of awareness when it comes to sprouted grains and cost, availability, and preparation highlighted as the biggest barriers to eating more whole grains. The report also showed a direct link between third-party packaging symbols, like the Whole Grain Stamp, with 85 percent of consumers saying they trust, recognize, and understand the Whole Grain Stamp label on retail packaging.
As a founding member of the Whole Grains Council, USA Rice was a sponsor of the survey which was compiled between May and June this year. Data was collected from 1,500 Americans, ages 18 to 89, and was nationally census-representative for age, gender, race/ethnicity, region, and income. Seventy-three percent of respondents were the primary household food purchasers and 27 percent reported making half of household purchases.
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here to access the full report.