Consumers Go With The Grain

A. Elizabeth Sloan, Food Technology, December 2011

Claims relating to the benefits of whole grains are now the most sought after health claims on food packages, followed by claims about dietary fiber, according to the Food Marketing Institute’s (FMI) 2011 U.S. Grocery Shopper Trends report. Restaurants feature exotic rice, spelt, faro, amaranth, and other lesser known grains in everything from salads and pancakes to pizza crusts, soups, cocktails, and desserts. Most exciting, a 2009 Kellogg’s survey found that more than one-third of adults were eating more whole grains simply because they enjoyed the taste—36% in 2009 vs 13% in 2006.

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