Leveraging Consumer Preferences to Increase Whole Grain Consumption: 2023 Whole Grain Survey

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According to the 2020-2025 Dietary Guidelines for Americans, 98% of Americans are falling short of their recommended whole grain intake. This session will explore newly-released findings from a census-representative survey of American adults about whole grain consumer trends and insights. By learning more about consumer understanding of whole grains and health, product categories in which Americans would like to see more whole grain options, and consumers’ motivations for choosing (or not choosing) whole grain foods, professionals across all sectors of the food and nutrition industry can work together to increase Americans’ whole grain consumption. Attendees will also gain a clearer picture of the identity of the modern whole grain consumer through a brand new consumer profile, developed based on survey results.