Consumers in the United States are increasingly recognizing the importance of incorporating more whole grains into their diets for health reasons, according to the 2025 Whole Grain Consumer Insights Survey conducted by the Whole Grains Council (WGC). The survey, which polled 1,500 US adults, revealed that 73% of respondents believe they should consume more whole grain foods, with 34% indicating a desire to significantly increase their intake and 39% aiming to make a moderate increase. The primary motivator for choosing whole grains among consumers was health, cited by 71% of respondents, followed by taste, availability, habit, cost, and sustainability.
Over the past five years, nearly half of consumers surveyed (49%) reported that they have increased their consumption of whole grains, with 19% making significant changes and 30% making moderate adjustments. Despite this positive trend, 57% of respondents stated that they choose whole grain options at least half of the time when selecting grain products, with 23% opting for whole grains nearly always. Key attributes that consumers prioritize when selecting grain products include whole grain content, non-GMO, locally grown, and certified organic options.
The survey also highlighted the significant impact of whole grains on consumers’ overall food choices, with 41% of respondents ranking whole food ingredients as a primary influencer in their decision-making process. Taste, price, overall healthiness, and protein were identified as other key factors influencing food choices, with whole food ingredients ranking higher than attributes such as higher fiber, low sugar, low calorie, organic, and low fat.
Taste has emerged as a significant motivator for choosing whole grains among consumers, with 43% of respondents citing taste as a reason for selecting these foods, up from 39% in 2023. The survey revealed that positive perceptions of flavor are gaining ground, with more consumers appreciating the fuller, nuttier flavor of whole grains. Consumer awareness of the diverse flavors and textures of whole grains has contributed to a shift in attitudes towards choosing whole grains based on taste rather than viewing it as a barrier.
Cost was identified as both a barrier and a benefit for consumers when making purchasing decisions for whole grain foods. While 44% of respondents cited cost as a reason for not buying whole grains, an increasing percentage (19%) viewed affordability as a reason to purchase whole grain foods. The positive shift in consumer perceptions of whole grain affordability suggests that more people are recognizing the value that whole grains offer in terms of nutrition and cost.
In terms of food choices, bread/rolls/buns, hot and cold breakfast cereals, rice/other grain side dishes, and crackers/snacks were identified as the most commonly consumed whole grain foods among survey respondents. Additionally, bread/rolls/buns and pasta were highlighted as food categories where consumers would like to see more whole grain options available. Whole grain bread was identified as the favorite food among consumers eating whole grains, followed by oatmeal, popcorn, whole grain pasta, whole grain cold cereal, and whole grain salads.
Breakfast emerged as the primary mealtime for whole grain consumption, followed by dinner, lunch, and snack times. To increase accessibility to whole grains, the survey suggested focusing on strategies such as creating price parity between whole and refined grain foods, expanding private label options, and improving consumer awareness of budget-friendly whole grain staples.
The survey findings also reflected a growing trend towards consuming less processed foods, with 66% of consumers indicating that they try to eat foods that are less processed. Many consumers prefer whole grain foods because they are perceived as less processed than refined grain options. The movement towards healthier eating has led to increased interest in whole grain options in school meals, with 74% of respondents believing that schools should include more whole grain choices in their meals. Additionally, consumers recognize the importance of exposing children to whole grain foods from a young age to encourage lifelong healthy eating habits.
Overall, the survey revealed strong support for healthier school meals and a consensus on the importance of incorporating whole grains into every meal for better health outcomes. The findings underscore the pivotal role that schools play in shaping children’s eating habits and promoting the consumption of nutritious foods.