Whole Grains Popular with Consumers Looking to Cut Carbs

Celiac.com 09/16/2023 - The 2023 Whole Grain Consumer Insights Survey conducted by the Oldways Whole Grains Council revealed that 16% of respondents were avoiding carbohydrates, a slight decrease from 18% in the 2021 survey. Among younger consumers, specifically Gen Z and millennials, 10% were avoiding carbohydrates. Of those avoiding carbs, more than one-third preferred whole grains when available, compared to just over one-quarter of all respondents. Additionally, nearly one-third of carb-avoiders reported increasing their whole grain intake over the past five years, in contrast to 21% of all respondents.

Americans Eating More Whole Grains

The survey, which included 1,500 Americans aged 18 to 89, found that nearly 40% of all participants had started consuming more whole grains in the last five years, with 61% choosing whole grains at least half the time. Notably, nearly 75% of low-carb dieters favored whole grains regularly. Nearly three in four respondents believed they should consume more whole grains for health reasons, with taste reasons ranking second at about 40%.

Regarding favorite whole grain foods, 34% selected bread, followed by oatmeal at 24% and popcorn at 19%. Breakfast was the most popular meal for whole grain consumption, with nearly half of respondents eating breakfast, followed by dinner (30%), lunch (28%), and snacks (22%).

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Respondents displayed trust in the Whole Grain Stamp found on products, with 85% expressing trust in it, and 83% stating they would be more likely to purchase a product bearing the stamp, an increase from 78% in 2021.

When asked about strategies to encourage greater whole grain consumption, nearly 60% said reducing costs, while nearly as many said increasing variety and availability at supermarkets, and providing more education about whole grain benefits.

Inflation Impacts Buying Choices

Inflation played a role in consumers' decisions, with over half citing the price of products as a major factor, up from 47% in 2021. Cost was a significant barrier to whole grain consumption for more than a third of Gen Z consumers, nearly 30% of millennials, just under 30% of Gen X, almost 20% of baby boomers, and nearly 15% of the Silent Generation.

The survey also explored awareness of gluten, ancient grains, and sustainability. Less than 10% of respondents could correctly define gluten as a protein in wheat, barley, and rye, which helps bread dough stretch and rise. Among those who correctly defined gluten, 71% chose whole grains regularly.

In 2023, nearly 70% of respondents reported not avoiding gluten, compared to two-thirds in 2021, with only 5% always avoiding gluten, down from 8% in 2021. Around 1% of respondents in 2023 cited a medical diagnosis as the reason for entirely avoiding gluten.

Quinoa was the most recognized ancient grain, at 70%, followed by buckwheat, at 60%. Compared to 2021, nearly two-in-five had heard of millet, while more had heard of amaranth, and teff. Meanwhile, fewer than 10% of respondents in 2023 were familiar with kamut, freekeh, triticale, and fonio.

Interestingly, one-in-four millennials indicated choosing whole grains for sustainability benefits, compared to just 14% among Gen Z, Gen X, baby boomers, and the Silent Generation. 

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