The vast majority of UK consumers (95%) admitted they didn’t know how much wholegrain they should eat – despite 70% acknowledging it was important for their diets – according to the survey of 2,000 people in the UK by Cereal Partners Worldwide (CPW).
Highlighting consumer misconceptions, 7% of people thought bananas contained wholegrain, 10% believed it was typically found in white bread, while 7% said it was contained in white rice.
There was also a strong contingent who thought that wholegrain could be found in seeds (20%) and nuts (13%).
Did not understand the benefits
The survey also found that 38% of people don’t eat enough wholegrain because they did not understand the benefits.
More positively, 63% of participants acknowledged that wholegrain could be high in fibre, while 58% said it was good for digestion.
However, the broader benefits were not as widely known. Just 50% said it was good for the heart and only 13% thought it could help reduce the risk of type-2 diabetes.
Only three countries
Despite the benefits, only three countries – the Netherlands, Denmark and the US – have a quantitative recommendation for wholegrain.
The US recommended a minimum of three servings a day (equating to at least 48g), while Denmark recommended between 64–75g a day, depending on gender.
The introduction of guidelines in Denmark, alongside a government-backed campaign, resulted in a 72% increase in wholegrain intake.
CPW is the producer of Nestlé Breakfast Cereals.
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