ARLINGTON, VA – American consumers’ relationship with whole grains continues to evolve in a positive direction. The 2025 Whole Grains Council Consumer Insights Survey reports a sustained upward trend in awareness, appreciation, and consumption when compared to the 2024 survey. In this year’s online survey of 1,500 Americans, more than 57 percent of U.S. consumers reported choosing whole grain options at least half the time they shop, and nearly 72 percent said they would like to eat even more.
As whole grains become easier to access, thanks in no small part to restaurants, schools, and a wider variety of grocery offerings, the conversation has shifted from viewing whole grains as something consumers should eat for health into something they want to eat for taste. Parents remain the strongest drivers of increased consumption, with more than 66 percent reporting they choose whole grains at least half the time they shop, followed closely by Millennials and Gen Z consumers at around 62 percent.
These trends are also demonstrated in USA Rice’s newest Rice Eating Occasion Report for brown rice, which shows that the top motivators for consumption outside of health needs include better flavor, enjoyment of food, and a desire for social connection. The report also highlights that the primary brown rice consumers are Millennials, Gen X, and parents.
Specific to rice, the 2025 survey reports that brown rice along with whole wheat and oats are the most well-known grains overall. More than 95 percent of participants reported having heard of brown rice, and about 90 percent indicated they had eaten it before, highlighting rice’s position as one of the most familiar grains in the average American diet.
U.S. consumer interest in clear labeling continues to rise as well. According to the survey, more than 77 percent of participants said they want packaging that clearly indicates how much whole grain a product contains, a 10 percent increase in demand in just one year. Third-party labels such as the Whole Grain Stamp continue to build trust with more than 61 percent of participants saying that seeing these labels increases their confidence in a product’s content and claims.
While transparency and trust continue to be key drivers of consumer choices, affordability is also playing an increasingly positive role in whole grain consumption. The 2025 survey shows a 72 percent increase in the number of consumers who now view whole grains as budget friendly, with rice standing out as one of the most accessible and cost-effective options. With price, variety, and availability of whole grains remaining top of mind, whole grain rice offers an easy and affordable way for consumers to enjoy more whole grains every day.
“The results of this survey are very positive, they reaffirm that the demand for whole grains, especially rice, continues to grow in the U.S.,” said Sam Schneider, chair of the USA Rice Nutrition Subcommittee and owner of Inland Cape Rice. “It reinforces the importance of USA Rice’s ongoing work to showcase the variety of whole grain rice options available to consumers, to develop trendy recipes that make brown rice accessible and appealing, and to continue to invest in school nutrition programing to increase brown rice usage in schools. Actions like these help make whole grain rice an easy, enjoyable choice for everyday meals.”