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CELEBRATE WHOLE GRAINS MONTH!

NEW SURVEY FINDS THAT CONSUMERS CHOOSE WHOLE GRAINS FOR HEALTH

SEPTEMBER 2016

Whole Grains

September is Whole Grains Month and it is a great time to examine why so many consumers are choosing whole grains products on a regular basis.

Contract Testing recently conducted an extensive survey on consumer whole grains practices and preferences with over 1000 participants from across Canada and the United States.

Here are some of the interesting findings and insights from this survey:

Whole grains reign supreme
Both Canadian and American consumers prefer whole grains over white flour products. Americans (73%) are slightly more likely to prefer whole grains compared to 68% of Canadians.

Americans are more likely than Canadians to choose whole grains
More than 80% of Americans choose whole grains over white flour products when given the choice, versus 77% of Canadians.

Health benefits are key
Both Canadian and American consumers agree that the key benefit of whole grains are health focused. Followed by taste and availability. Texture is another key deciding factor for consumers.

Favourite whole grain products
Whole grain bread is the clear winner for both Americans (58%) and Canadians (60%) when it comes to picking a favourite whole grain product. Followed by whole grain cereal (11%), oatmeal (9%) and whole grain cereal (8%).

Canadians consume more whole grains than Americans
Almost half (44%) of Canadians consume whole grains every day, while Americans (48%) are most likely to eat them three times a week. There is no doubt that whole grains are widely consumed in both countries, only 2% of Canadian and American consumers rarely (a few times a year) eat whole grains.

For questions about this research, or how you can leverage consumer taste buds in your business, contact Andrew Scholes at andrew.scholes@contracttesting.com