Are consumers craving whole grains?
“Lots of consumers really embrace the taste of whole grains, but they are not all at the point where they are craving whole grains,” said Sluyter, although she noted that 41% of shoppers cited delicious taste as a reason for choosing whole grains in 2018 (1,500 adults, Whole Grains Council/Qualtrics survey) vs just 13% in 2006 (Harris Interactive survey, 1,040 adults).
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