Fifty-nine percent of consumers highly value grain foods, study reveals

USA – According to Ardent Mills’ consumer research named Grain Trend to Table, consumers generally have a positive view of grains, despite the popularity of low-carb diets and weight loss drugs such as GLP-1s, and the negative views concerning ultraprocessed foods.

The research, which surveyed 10,000 US consumers over the age of 18, who were responsible for their household’s food sourcing, found that 59% of consumers agree that grains are the cornerstone of American diets, and 46% say they plan to eat more grains in the next year.

Additionally, 52% of consumers wish they knew more about grains and what they bring to food. Two-thirds of those consumers reported that if they knew more, they would eat more grains and grain-based foods.

Matthew Schueller, Ardent Mills’ director of marketing insights and analytics, reviewed the findings of the study at the Cereals & Grains Milling & Baking Division’s Spring Technical Meeting.

“This was not something that we expected to uncover as we analyzed this data. Interestingly, when we look at the age group that’s driving this, it’s the young consumers: 18 to 24 and 25 to 34,” Schueller said.

Schueller noted that the findings had been distilled into five major trends around grains: Ingredients Matter, Heritage Is Hero, Adding With Intent, a Desire to Do Good, and Indulge Me. Unsurprisingly, Indulge Me had the most broad participation.

Consumers reported that ingredients played a role in what they choose to eat, and they’re concerned about what they are putting in their bodies.

More than half of consumers reported that their cultural background influenced their food choices. When it comes to health and wellness, consumers are seeking foods that add long-term benefits to their lives rather than restrictive eating.

People also reported wanting their food choices to be good for the planet. Despite an interest in health, nutrition and ingredients, indulgence is not something consumers are willing to give up as they make their food choices.

“Consumers know of grains, but just imagine if they knew about grains. We call it the grain IQ gap: Consumers think they know about grains, but anything we can share with them as an industry about grains, especially specific grains, we’ll only elevate that,” Schueller said.

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