Baking & Snack - May 2022 - 24

SOSLAND PUBLISHING
years
Exposure has
given consumers
the opportunity to
develop a taste for
whole grain taste
and texture.
Bimbo Bakeries USA
it became increasingly clear that whole grains were an
important part of a nutritious diet. "
The taste of healthy
Despite the profound knowledge, even among fickle
consumers, that whole grains are a benefit to the body,
consumption of whole grains has always been slow.
Taste remains the No. 1 reason consumers make repeat
food purchases, regardless of any virtue-signaling they
may provide their friends, family and market researchers.
And for many, products made with enriched flour
simply taste better.
" It's been a real challenge to get people to consume
more whole grain foods, " Dr. Gaesser said. " And it's
not from lack of advertising or general knowledge that
whole grains are good. You can find that easily on the
internet. There are all sorts of studies and websites that
tout the health of whole grains. You can look at the scientific
literature and see that whole grains are associated
with lower risk of a lot
of chronic
diseases,
Top 3
Barriers for Whole
Grain Consumption
Taste - 33%
Price - 29%
Availability - 23%
2021 Whole Grain Consumer Insights Survey
people don't consume more I
think it's just a matter of taste,
texture and maybe even color. "
The 2021 Whole Grain
Consumer Insights Survey
found that
the biggest barriers
to whole grain consumption
are taste (33%), cost (29%)
and availability (23%). Things
may be changing, however, as
consumers have become more
educated, and millers have cre24
Baking & Snack May 2022 / www.bakingbusiness.com
ated whole grain flours that create more palatable breads
packed with nutrition.
That same consumer insights survey also found that
more than a quarter of respondents reported there is
nothing keeping them from eating more whole grains,
and more consumers reported that they see the taste of
whole grains as a benefit rather than a barrier.
" Zooming out a little further, lack of exposure to
whole grains had also been a barrier to whole grain consumption,
but this is an area where we're really seeing
progress, " Ms. LeBlanc explained. " Feeding experts note
that food preferences are not set in stone, and that in order
to enjoy a food, we really need repeated exposures to
it over time. "
The Dietary Guidelines of Americans quantifying
so why
whole grain recommendations influenced school lunch
programs and the bakery products that could be offered
to schoolchildren. The baking industry has used
more finely milled whole grain flours and a combination
of whole grain and enriched flours to create soft and
smooth products for school lunch programs and even
the retail shelf to satisfy even the pickiest of eaters.
" Thankfully, today's bread makers have a better understanding
that whole wheat flour cannot simply be
substituted 1:1 for all-purpose flour, and that different
varieties of wheat are well-suited for different end products, "
Ms. LeBlanc explained. " By experimenting with
different types of whole grain flours, milling to a smaller
particle size, increasing hydration of the doughs and
investing in product research and development, today's
bakers and manufacturers are able to offer more delicious
whole grain breads than ever before. "
Just last year, Bimbo Bakeries USA (BBU), Horsham,
http://www.bakingbusiness.com
Baking & Snack - May 2022

Table of Contents for the Digital Edition of Baking & Snack - May 2022
