Most consumers ‘have a limited understanding’ of wholegrain

A majority of consumers have “limited understanding” of wholegrain despite its important role in supporting a varied and balanced diet, according to new research commissioned by Nestlé Cereals.

The research, conducted among 2,000 UK adults, found that many consumers were unsure of which foods contain wholegrain and why it is important.

Nearly three-quarters (74%) of people are unaware that wholegrain can help to reduce the risk of type-2 diabetes, with a further 45% unaware that that it can be good for heart health when eaten as part of a healthy diet and lifestyle.

It comes in the same month that a study, commissioned by the World Health Organisation and published in The Lancet, found a link between higher intakes of dietary fibre and wholegrain foods and a reduction in the risk of a wide range diseases, including coronary heart disease, stroke, type-2 diabetes and colorectal cancer.

Nestlé Cereals manufactures a range of cereals that are high in wholegrain, including Shredded Wheat and Cheerios.

Toby Baker, marketing director for Nestlé Cereals in the UK and Australia, said: “Wholegrain plays an important role in a healthy, balanced diet but unfortunately, as our research shows, many people have a limited understanding of its benefits. Whether it’s not knowing which foods contain wholegrain or not realising that whole grain is a source of fibre, vitamins and other nutrients, it’s clear that there are a lot of misconceptions among UK consumers.”

The research is released to coincide with Nestlé Cereals’ current campaign – ‘Great starts with whole grain’ – designed to help educate consumers on the benefits of wholegrain.

Products high in the ingredient will continue to be marked out with a green banner on pack, while the new campaign will run in store, across TV, in print, digital and social.

Baker continued: “Our campaign aims to address this [lack of understanding] and raise awareness of the fact that our breakfast cereals that feature the green banner on-pack are an easy way to get a daily dose of fibre and wholegrain!”