Newswise — Whole wheat items are nutritious, yet not notably favored. Nevertheless, disseminating knowledge of their advantages can alter the situation, albeit to a modest extent. This is evident from a fresh survey carried out by Bonn University, encompassing around 300 individuals aged 18 to 39. However, despite receiving pertinent data on a daily basis for a fortnight, the impact was relatively minor. Consequently, the scientists contend that sole education is improbable to attain the suggested intake thresholds. The findings of the study have been recently published in the periodical "Appetite."
Unrefined grains encompass grains that maintain their bran during processing. This bran retains substantial amounts of fiber, beneficial oils, vitamins, and minerals. Consequently, whole grain items possess a healthful nature: They provide enhanced satiety, bolster the immune system, and mitigate the likelihood of diabetes and hypertension.
Regardless, they lead an obscure existence on retail store shelves. One primary factor is their flavor: "Numerous individuals express in surveys that they don't perceive whole grain foods as delectable as conventional products," elucidates Dr. Nina Weingarten from the Institute for Food and Resource Economics (ILR) at the University of Bonn. However, additional factors may contribute: "For instance, the beneficial impact on health of these products is frequently undervalued," states the psychologist. "Furthermore, consumers often lack the knowledge of how to integrate whole grains into their daily dietary regimen, possibly due to a scarcity of recipes."
Recipes do not help to make whole grains more popular
However, does bridging these knowledge disparities alter consumer behavior? This inquiry was explored by researchers Dr. Nina Weingarten and Prof. Dr. Monika Hartmann. Collaborating with a market research institute, they enlisted over 330 individuals, both women and men aged 18 to 39, for an extensive online study. The participants were categorized into four groups, with one of them receiving a daily email containing health-related information. For instance: "Incorporating whole grains into your daily diet diminishes the likelihood of experiencing a stroke."
In contrast, a second group was provided with daily recipe recommendations. Group three received a combination of both: information regarding the health advantages of whole grains as well as suggestions for incorporating them into their diet. Group four, serving as the control, received a daily message focusing on information about seasonal fruits and vegetables. This phase of the study persisted for a duration of fourteen days. "Subsequently, we evaluated the changes in consumer attitudes and behaviors compared to the beginning of the experiment," Weingarten explains. "Among other inquiries, participants were asked to express their opinions on whole grain foods and how frequently they had consumed such products in the past two weeks." Four weeks later, the same questions were posed once again to gauge any changes.
Data analysis revealed that solely providing recipe suggestions had no impact: Participants in group two did not exhibit significant changes in their attitudes towards whole grain products, nor did their consumption behavior undergo any noticeable transformation. However, the scenario differed for individuals who received health information: They now rated whole grain foods significantly higher and incorporated them into their meals a bit more frequently. Nonetheless, this effect was not observable until four weeks after the conclusion of the study.
Information provision works - but only a little
Indeed, the provision of information does have an effect. However, the disappointing aspect is that the effect is not particularly significant. This is evident, for instance, in the frequency of whole grain consumption, which was measured on a scale ranging from 1 (not consumed at all in the last 14 days) to 7 (consumed 11 to 14 times). In the group receiving health information, the average score changed from 2.84 before the start of the experiment to 3.04 four weeks after its conclusion.
Therefore, Weingarten and Hartmann are of the opinion that relying solely on information is unlikely to increase whole grain consumption to the recommended level. They propose the introduction of additional measures, such as increasing the visibility of these products in supermarkets or encouraging manufacturers to develop new recipes to enhance their appeal. Weingarten suggests that restaurants and fast-food chains could also play a role by offering and promoting dishes that incorporate whole grains, such as pizzas with whole-grain crusts or burger buns made from whole-grain flour.
Publication: Nina Weingarten and Monika Hartmann: Fifty shades of grain – Increasing whole grain consumption through daily messages; Appetite; DOI: https://doi.org/10.1016/j.appet.2023.106608
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