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Diet, Safety and Health Economics Branch, Economic Research Service, U.S. Department of Agriculture, Washington, DC 20036
2To whom correspondence should be addressed. E-mail: Lkantor{at}ers.usda.gov.
| ABSTRACT |
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KEY WORDS: whole grains grains CSFII food supply DHKS
| INTRODUCTION |
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Whole grains differ from refined grains in the amount of vitamins,
minerals, fiber and other protective substances they provide, and
different whole-grain foods differ in nutrient content. Refined
grains are low in fiber and in the protective substances that accompany
fiber. Eating plenty of fiber-containing foods, such as whole
grains (and also many fruits and vegetables) promotes proper bowel
function (1)
.
The 2000 edition of Nutrition and Your Health: Dietary Guidelines
for Americans, for the first time, includes a specific guideline
for grain foods, separate from fruits and vegetables, and recognizes
the unique health benefits of whole grains. These guidelines suggest a
minimum of 6 servings of grain products per day, depending on energy
intake, and several servings of whole grains (1)
.
| History of the grains guideline |
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In 1980, emerging research linked fiber intake to "reduced symptoms
of chronic constipation, diverticulitis and some types of irritable
bowel" (3)
. By 1985, the recognition that different
types of foods contained different types of fiber with different
chemical structures and biological effects led to an increased emphasis
on consuming a variety of fiber-rich foods (6)
.
The revised wording of the 1990 guideline statement, "Choose a Diet
with Plenty of Vegetables, Fruits, and Grain Products," shifted the
emphasis from consumption of food components such as starch and fiber
to specific categories of foods that contained these components, such
as fruits, vegetables and grain products (7)
. The purpose
was to make it easier for consumers to identify healthful food products
and to shift the educational message away from starch, which was viewed
negatively by many consumers as fattening (8)
. With
"increased evidence that some of the benefit from a high fiber diet
may be from foods providing the fiber, not from fiber alone,"
consumers were advised that it was best to "get fiber from food
rather than supplements. Excessive use of fiber supplements is
associated with a greater risk for intestinal problems and lower
absorption of some minerals" (8)
.
The 1990 Dietary Guidelines were also the first to quantify
the minimum number of servings of grains and other foods that people
should eat for good health. These quantitative recommendations grew out
of the 1985 development of a food guidance system by the USDA intended
to help consumers integrate the dietary guidelines into their daily
food choices by suggesting the numbers of servings to eat from five
major food groups (5)
. The revised guidance system was
published as the Food Guide Pyramid in 1992 (9)
.
Although the 1990 Dietary Guidelines recommended that most
consumers include 611 grain servings daily, depending on calorie
intake, they stopped short of quantifying a recommended number of
servings of whole grains, recommending only that consumers include
"several" servings daily.
In 1995, the guideline statement was reworded to "Choose a Diet with
Plenty of Grain Products, Vegetables, and Fruits" to reflect the
positioning of grain products at the base of the Pyramid and their role
as the largest source of energy in the diet (10
,11)
. The
1995 Dietary Guidelines highlighted the most recent
scientific evidence linking components in grains, fruits and
vegetables, in addition to fiber and complex carbohydrates, to reduced
risk of heart disease and some cancers. In 2000, the guideline
statement was reworded to "Choose a Variety of Grains Daily,
Especially Whole Grains" (1)
.
The 2000 Dietary Guidelines mark a departure from previous
editions in three key ways, i.e., they establish a guideline for grain
products separate from that for fruits and vegetables, place a new
emphasis on variety in grain consumption and, for the first time,
specifically mention whole grains in the guideline statement
(12)
. The 2000 Dietary Guidelines Advisory Committee cited
three objectives in creating separate guidelines for grains and for
fruits and vegetables: "... it increases attention to grains as
distinct from vegetables and fruits, it simplifies the message, and it
helps make clear that there are distinct advantages of the two broad
categories of plant foods" (12)
. The Committee also
recognized that the average compliance of U.S. consumers with minimum
serving recommendations differed for grains, vegetables and fruits.
To reflect the fact that "the health benefits of grains are now more
correctly linked with the consumption of plenty of whole grains," the
Committee incorporated a phrase about whole grains into the guideline
statement but did not specify the exact number of servings that should
be consumed (12)
. The Committee cited two reasons for the
new emphasis on whole grains, i.e., very low intake of whole grains in
the United States and new scientific evidence showing the unique health
benefits of whole grains. The Committee said, "Recent research has
found that people who consume higher amounts of whole grains have a low
risk for cardiovascular disease, and possibly some forms of cancer,
than do people who have a low intake of whole grains. This apparently
beneficial association of a dietary pattern higher in whole grains is
related to factors distinct from their fiber content"
(12)
.
This paper describes and evaluates major tools for assessing progress toward meeting minimum serving recommendations for total grains and whole grains, presents baseline data on who consumes grain foods and where, describes changes in total grain and whole-grain consumption patterns over time, and describes individual- and market-level factors that might influence grain consumption.
| METHODS OF ASSESSMENT |
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Continuing Survey of Food Intakes by Individuals
The Continuing Survey of Food Intakes by Individuals
(CSFII)3
is a nationally representative survey that measures foods eaten by
individuals (13
,14)
. The most recent CSFII, conducted in
19941996 provides data for individuals of all ages on their food and
nutrient intakes over two nonconsecutive days (15)
. A
separate survey on childrens food intake was conducted in 1998 and is
not discussed in this paper. In addition to food intake data,
demographic information, such as household size, income, race, age and
gender, and health-related information, such as smoking and
exercise habits are available for each individual. The demographic
information is particularly valuable because it can be used to identify
the types of people most likely to meet dietary recommendations on the
basis of social and demographic characteristics and can help
researchers to assess dietary status among population subgroups
(13)
.
Dietary intakes were collected by trained interviewers in respondents
homes on two nonconsecutive days using a 24-h multiple-pass recall
method. The survey design called for separating the d-1 and d-2
interviews by 310 d, and conducting each on a different day of the
week. Sampling weights were applied to the data to provide national
probability estimates adjusted for differential rates of selection and
nonresponse (16)
.
Interviewers used standardized probes to obtain complete descriptions
of types and amounts of foods eaten by respondents. For grain foods,
these standardized probes made it possible to assign each reported food
to a food code and associated recipe that represented the proportion of
whole-grain ingredients it contained (16)
. When a food
contained some whole-grain and some non-whole-grain ingredients,
the recipe was used to determine the fraction of the grain servings
from each.
The CSFII Pyramid Servings Database, first released for public use in
1997, uses recipes, intended to be typical of foods eaten in the United
States, to separate food mixtures, such as a grilled cheese sandwich,
into their component parts, such as bread and cheese, and tabulate each
part with the appropriate food group. Gram weights are then transformed
into the number of servings as defined by the Food Guide
Pyramid. (17)
.
The Pyramid Servings Database contains servings/100 g for each food
reported in the 19941996 CSFII from 30 food groups and subgroups of
which three are grain, i.e., total grain, whole grain and non-whole
grain. Definitions of grain serving sizes were based on the Food
Guide Pyramid and accompanying educational materials. Examples of
one grain serving include 1 slice of bread, 1/2 of a hamburger
roll, English muffin, bagel, or large croissant, 1 tortilla, 1 oz. of
ready-to-eat breakfast cereal or 1/2 cup of cooked rice or pasta
(9)
.
USDA nutrient data laboratory specialists classified all grain
ingredients reported in the 19941996 CSFII as whole grain or
non-whole grain. A detailed list of the 29 food ingredients
included in the whole-grain servings total is available in
Cleveland et al. (16)
. Some grain ingredients that are not
whole grains, such as oat bran and wheat bran, were also counted as
whole-grain servings if they had a high fiber content because a
major objective of the whole-grain recommendation is to promote
adequate fiber consumption.
Limitations of food intake surveys.
Numerous studies have suggested that food intake surveys such as the
CSFII, which collect food consumption data through food recalls or food
records over short periods of time, are subject to underreporting of
consumption when measured in terms of energy intake
(18
19
20
21
22
23
24
25)
. Although improved probing methods in the
19941996 CSFII may have reduced underreporting compared with previous
surveys, food intake surveys, and hence the dietary assessments on
which they are based, probably reflect a lower limit on actual food
intake. Consequently, these assessments may also tend to understate the
number of Food Guide Pyramid servings actually consumed by individuals,
at least for some food groups.
The number of persons meeting a serving recommendation can vary
depending on the use of 1-d vs. multiple-day intakes, especially
when intakes are at the very high or low end of recommended levels
(26)
. Additional research is required on appropriate
methods for determining usual intakes from food intake surveys.
The CSFII excludes people such as migrants and homeless persons who do
not have a fixed mailing address or telephone. Also excluded are
military personnel living on bases in the United States and overseas,
and people living in institutions (e.g., long-term care facilities
and prisons). Although samples for the CSFII include ethnic subgroups
such as Asian Americans, Pacific Islanders and American Indians, sample
sizes for these groups are typically small and may not be sufficient to
allow valid analysis by subgroup (27)
.
Food Supply Data (FSD)
The Economic Research Service (ERS) of the USDA annually
calculates the amount of food available for human consumption in the
United States by tracking flows of several hundred individual
agricultural commodities through domestic marketing channels
(28)
. For most commodity categories, the available food
supply is calculated as the sum of annual domestic production,
beginning inventories and imports minus exports, industrial nonfood
uses, farm uses (seed and feed), and end-of-year inventories.
Grain commodities are an exception. Grain supplies for human use are
measured directly or estimated statistically. For example, wheat and
rye flour supplies are measured directly in terms of 100-lb sacks of
flour produced, as reported in the quarterly Flour Milling Census
(29)
. For all commodities in the FSD, per capita
consumption is usually calculated by dividing the available food supply
by the total U.S. population on July 1 of a given year.
ERS has developed new methods to adjust the FSD for losses and express
the data in terms of Food Guide Pyramidbased servings
(30)
. This allows researchers to gain a more complete
understanding of U.S. dietary patterns by comparing food supply
servings at the national level with estimates generated at the
individual level by food intake surveys. The Center for Nutrition
Policy and Promotion of the USDA annually calculates the amounts per
capita per day of food energy and 24 nutrients and food components in
the U.S. food supply (31)
. This series also
provides information about nutrient contributions from the major food
groups, including grains.
Limitations of FSD.
Because FSD measure commodity supplies as they move through marketing
channels for domestic consumption, the data typically overstate the
amount of food actually consumed by humans by capturing substantial
quantities of nonedible food portions lost to human use through waste
and spoilage in the home and marketing system (32)
. The
series also includes unknown quantities of grains used as ingredients
in manufactured foods that are exported, such as ready-to-eat breakfast
cereals (30)
. As a result of this and other
"overcounting," the average energy provided by the food supply is
well above that required to meet the energy needs of the U.S.
population (33)
. However, the conversion of the FSD to
Pyramid-based servings overcomes many of these limitations by
adjusting the data for waste, spoilage and other losses.
For most commodities, the amount of food available for consumption is an aggregate measure defined at the basic commodity level. Final product forms and marketing channels are not usually known, and little or no data exist on supplies of further processed products. For example, relatively good data are available for food ingredients such as flour and canned tomatoes, but not for foods as usually eaten, such as bread or lasagne. As a result, the FSD cannot be used to assess distributions of consumption by the U.S. population or population subgroups. However, because the data are not collected directly from consumers, they provide an independent basis for examining food consumption in the U.S., separate from food intake data. If waste and other losses in the system are relatively constant over time, FSD also provide an independent measure of changes in food consumption trends.
FSD are available for nine aggregate grain categories: white flour and whole-wheat flour; semolina durum flour (used to manufacture pasta); rye flour; rice; corn flour and meal; corn hominy and grits; cornstarch; oat products, including rolled oats, ready-to-eat oat cereals, oat flour and oat bran; and barley products, including barley flour, pearl barley, and barley malt and malt extract used in food processing.
Estimates for wheat flour and rye flour, which accounted for 75 and
0.3% of total grain foods, respectively, in the 1998 FSD, are among
the most accurate estimates in the FSD. By law, millers must report
their flour production to the Federal government. However, food supply
estimates for other grain products, including rice, corn, oats and
barley, are considerably less reliable than estimates for wheat and rye
flours (34)
.
Except for rye flour, oat and barley products, which are mainly whole grain, the FSD does not identify the whole-grain share of the available grain supply. Moreover, it excludes wheat foods not manufactured directly from wheat flour or bulgur, i.e., it excludes wheat bran, wheat germ, wheat berries and products manufactured directly from these items, such as Wheaties (cooked, flattened, toasted wheat berries), Shredded Wheat, Puffed Wheat and All-Bran breakfast cereals and Triscuit crackers. Similarly, it excludes whole-grain foods made directly from field corn (e.g., Tostito and Dorrito brand corn tortilla chips), corn bran (used in some breakfast cereals) and popcorn. The FSD also excludes many less frequently consumed whole grains such as amaranth, buckwheat, millet, kamut, quinoa, spelt and triticale, as well as flours milled from these grains.
Using periodic data from the U.S. Census of Manufacturers
(29)
and other information, ERS has attempted to estimate
the amount of whole-wheat flour, field corn and corn bran available
in the food supply. However, the Census of Manufacturers data are
available only every 5 y (in years ending in 2 and 7), and the
release of data is subject to disclosure rules to protect the identity
of individual firms. The magnitude of the disclosure problem grew in
the 1997 data set because increased concentration in the food
processing industry has reduced the number of firms reporting data for
any single food commodity. Given these limitations, the future
usefulness of the Census series for assessing national supplies of
whole grains and other foods is in doubt.
Diet and Health Knowledge Survey (DHKS)
From a nutrition policy perspective, the role of nutrition
information is of special interest because it is the most amenable to
modification. To understand the role of nutrition information, it is
necessary to have data linking consumers knowledge, attitudes and
beliefs to their food and nutrient intake. Such data were provided for
the first time on a nationwide basis by the DHKS conducted as a
companion survey along with the 19891991 CSFII (14)
. The
CSFII-DHKS survey was fielded again with the 19941996 CSFII
(15)
.
The DHKS was conducted as a telephone follow-up to the CSFII. One
DHKS respondent was randomly selected from each household from among
eligible CSFII sample persons
20 y old who had provided 1 d of
dietary intake. In 19941996, 5765 households provided complete DHKS
data for a response rate of 74%. The DHKS respondents were asked a
series of questions about their attitudes, knowledge and beliefs about
nutrition and healthy eating. Among other matters, the questions were
governed by a need for data on knowledge and attitudes about the
Dietary Guidelines for Americans. The 19941996 DHKS had
two questions directly related to the grains
group:4
1) Serving Knowledge: How many servings from the Bread,
Cereal, Rice, and Pasta Group would you say a person of your age and
sex should eat each day for good health? and 2) Dietary
Attitude: To you personally, is it very important, somewhat important,
not too important, or not at all important to choose a diet with plenty
of breads, cereals, rice and pasta?
Supermarket scanner data
Supermarket scanner data can be used to evaluate the size and
growth of the market for whole-grain and non-whole-grain foods, and
to compare the price of whole-grain foods to refined versions of
the same product. Supermarket scanner data are compiled and distributed
by a number of private firms around the country. The data used in this
paper are provided by Information Resources (35)
. The
database contains weekly retail scanner information from samples of
supermarkets, drug and mass-merchandising stores across the United
States with at least $2 million in annual sales, statistically selected
to be representative of retail stores nationwide.
Limitations of supermarket scanner data. Supermarket scanner data exclude sales of nonscannable food items such as fresh produce, fresh meats, items sold in bulk, or items prepared or packaged at the store (such as bakery and deli items, and luncheon meats and cheese sliced in the store). Food sales from stores with <$2 million in annual sales, such as smaller grocery stores, convenience stores, and most health food and specialty stores also are excluded. These exclusions could be particularly important for assessment of whole-grain product sales.
Limitations of assessment tools and outstanding issues
In addition to the limitations of major assessment tools discussed above, this paper identifies a number of other barriers that may affect assessment of the populations grain and whole-grain intakes.
Guidelines lack quantitative standard for whole grains.
The most important barrier to accurate assessment of compliance with
the new grains guidelines is that the 2000 Dietary
Guidelines do not provide a quantitative standard for
whole-grain intake. According to the 2000 Dietary Guidelines
Advisory Committee report, "The committee considered whether or not
increasing the intake of whole grains at the expense of enriched,
folate-fortified refined grains would decrease the intake of some
micronutrients (e.g., iron, folate, zinc) to undesirably low levels.
Analyses of dietary patterns using 199496 CSFII composites show that
substituting three servings of whole grains for three servings of
enriched, folate-fortified refined grains would not adversely
affect nutrient intake levels" (12)
.
But neither the text nor the guidelines statement of the 2000 Dietary Guidelines specify the number of whole-grain servings that consumers should eat each day. However, a number of public and private organizations have recommended that at least three daily grain servings should come from whole grains.
The three-serving recommendation for whole grains first appeared in
the USDA 1985 food guidance system, the precursor to the Food Guide
Pyramid. In developing the research base for the food guide, one half
of the minimum 6 daily servings from the grain group was assumed to
come from the whole-grain subgroup (5)
. The intent was
to increase consumption of dietary fiber and key vitamins and minerals
available in greater quantities in whole-grain foods. In 1994, the
3-serving recommendation for whole grains was operationalized in the
development of a " 3 Are Key" consumer education slogan by the
American Dietetic Association (36)
.
In January 2000, the U.S. Department of Health and Human Services
integrated the 3-serving recommendation into the national nutrition
objectives for 2010, which for the first time included an objective
specifically targeting whole-grain intake. The objective reads:
Increase the proportion of persons aged 2 y and older who
consume at least 6 daily servings of grain products, with at least 3
being whole grains from 7% to at least 50% by 2010
(37
,38)
.
The new emphasis on variety in grain consumption in the 2000
Dietary Guidelines also presents an assessment challenge.
The text of the guidelines recommends that consumers "Eat foods made
from a variety of whole grainssuch as whole wheat, brown rice, oats,
and whole cornevery day" (10)
Theoretically, because
whole-grain ingredients have been identified in the CSFII Pyramid
Servings Database (16)
, this data set could be used to
look at the distribution of whole-grain ingredients, such as whole
corn, across daily grain servings. However, such research has not yet
been undertaken and the 2000 Dietary Guidelines do not
provide a quantitative standard against which such an assessment of
variety could be measured.
Few labeling standards for whole grains.
Assessment of whole-grain intakes is also hampered by the variety
of terms used to describe whole-grain foods (39)
.
Labeling of whole-grain ingredients is often unclear and
inconsistent. As a result, many consumers are unable to correctly
identify whole-grain foods in the marketplace or accurately report
consumption of whole-grain foods in food intake surveys
(39
,40)
.
Some foods, such as brown rice or whole wheat spaghetti, may be fairly
easily identified by consumers as whole-grain foods, but processed
products with multiple ingredients, such as breads, crackers and other
baked goods, may cause confusion. For example, breads labeled
"multigrain," "nine-grain" or "made with whole grain" may
contain some whole-grain ingredients, but typically are made
primarily with enriched wheat flour and do not offer the same fiber and
other health benefits available from products made mostly from whole
grain (40)
. Also, many consumers mistakenly believe that a
dark or brown color, such as that found in pumpernickel and rye breads,
denotes a whole-grain product, when, in fact, these breads are made
mostly with enriched wheat flour and caramel or other added coloring.
Adding to the confusion, some products, such as barley and oatmeal, are always whole grain, but others that are usually refined are sometimes marketed in a whole-grain form. For example, Food Guide Pyramid educational materials list bagels, cornmeal and flour tortillas as non-whole-grain or refined products, but these products are sometimes available in the marketplace in whole-grain form such as whole-wheat bagels, whole-wheat flour tortillas and whole-grain cornmeal.
Because Americans eat away from home more often, they are likely
to find it more difficult to identify correctly the whole-grain
content of foods they consume. When eating out, consumers are less
likely to know about the ingredients, preparation methods and
nutritional quality of foods purchased, especially for foods they may
not be used to preparing themselves (41)
. This makes it
harder to assess reported food intakes.
To help consumers select whole-grain foods, the text of the 2000
Dietary Guidelines includes an educational box that directs
consumers to purchase products that name a whole-grain ingredient
first on the ingredient label. It states, "Choose foods that name one
of the following ingredients first on the labels ingredient
listbrown rice, bulgur (cracked wheat), graham flour, whole-grain
corn, oatmeal, popcorn, pearl barley, whole oats, whole rye, or whole
wheat" (1)
. However, the lack of consistent ingredient
labeling for whole-grain foods may make it difficult for consumers
using this method to identify whole-grain foods correctly. For
example, a sampling of ingredient labels for corn tortilla chips (a
whole-grain food) at a supermarket in suburban Maryland found three
different terms used to describe the grain ingredient, depending on the
manufacturer and brand name, whole corn, corn and
stone ground corn.
In July 1999, the Food and Drug Administration authorized a health
claim that may make it easier for consumers to identify whole-grain
foods. The claim reads, "Diets rich in whole-grain foods and
other plant foods and low in total fat, saturated fat, and cholesterol,
may help reduce the risk of heart disease and certain cancers." To
qualify for the health claim, a food must contain at least 51%
whole-grain ingredients by weight per reference amount customarily
consumed, be low in fat and meet other general requirements for health
claims (42)
.
| SURVEILLANCE |
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Assessment of individual grain intakes relative to Food Guide
Pyramid recommendations has been reported elsewhere, in terms of means
for 19891991 and 19941996 using the CSFII (17
,43)
.
Whole-grain and non-whole-grain servings for adults
20 y old and
food sources of whole- and non-whole-grain servings are available using
the 19941996 CSFII (16)
. The age-adjusted share of
persons who consumed
6 grain servings/d and the age-adjusted
share of persons who consumed
3 servings of whole-grain foods/d
have also been reported (37
,38)
. Servings data for whole-
and non-whole-grain foods for 19941996 are also available on the
Internet (44)
.
Table 1
shows mean daily intakes of whole-grain and non-whole-grain
servings per day by socioeconomic characteristics, urbanization level
and geographic region for 19891991 and 19941996. In 19941996, all
individuals
2 y old consumed an average of 6.8 grain servings/d,
nearly a full serving above the 6-serving minimum recommended in the
Food Guide Pyramid. Of the 6.8 total grain servings consumed
on average in 19941996, only one was whole grain. Those with incomes
between 0 and 130% of the poverty line (the income threshold for the
Food Stamp Program) and individuals with less than a high school
education had whole-grain intakes 40% below those in the highest
income and education groups. Whole-grain consumption among
Hispanics and non-Hispanic African-Americans was about half that of
non-Hispanic Caucasians.
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The percentage of the population meeting minimum recommended intakes
for total grains and whole grains in 19891991 and 19941996 is shown
in Table 2
. Day 1 of intake for both surveys was used to facilitate comparisons;
however, a single days consumption may not be representative of usual
intakes. In 19941996, half of the population
2 y old consumed
6
servings of grain foods, whereas just 10% consumed
3 whole-grain
servings. Two thirds of the population
2 y old consumed <1 serving
of whole grains. Although the share of the population consuming
6
total grain servings increased from 42% in 19891991, the share
consuming
3 servings of whole grains was virtually unchanged.
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In 19941996, about two thirds of total grain and non-whole-grain servings were obtained from "at home" sources, which is about the same share of total food energy. Fewer than 15% of whole-grain servings were obtained away from home, which is less than half the share of total food energy obtained away from home. Restaurants and fast food establishments, which accounted for nearly 20% of total food energy, were the source of <6% of total whole-grain servings.
Trends in the per capita food supply
Per capita food supplies of flour and cereal products reached 195
lb in 1998 from an all time low of 133 lb in 1972 (Table 4
). Four fifths of this increase occurred since 1980, the period
following the release of the first Dietary Guidelines for
Americans. The 1980 Dietary Guidelines encouraged
consumers to "select foods which are good sources of fiber and starch
such as whole-grain breads, cereals, fruit, vegetables, beans,
peas, and nuts" (3)
. The expansion in supplies reflected
strong consumer demand for new bread varieties and in-store bakery
items, and grain-based snack foods, as well as increasing sales of
fast-food products made with buns, doughs and tortillas
(33)
. Yet this consumption is far below the 300 lb
consumed per person in 1909.
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Americans also consumed much more rye flour, buckwheat flour and barley
products in 1909 than did their 1997 counterparts. This explains in
large part why contributions from the grain products group of several
key nutrients found in whole-grain products, such as vitamin E,
magnesium and copper, are much greater in the 1909 FSD than in the 1997
FSD (Table 5
). However, as noted in "Limitations of Food Supply Data," some
whole-grain products consumed by Americans in 1997 are excluded
from the 1997 FSD and, thus, from the FSD per capita nutrient series.
In contrast, the 1909 FSD likely reflects the total grain food supply
of 1909.
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15% of total grain
servings consumed by individuals
20 y old in the 19941996 CSFII
(16)
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Figure 1
presents the grains group serving knowledge of U.S. adults based on the
19941996 DHKS. Serving knowledge responses were grouped into 3
categories: 02, 35 and
6. Only 7% of the adults reported the
correct number of grain servings within the recommended 611 serving
range, whereas nearly half (48%) reported 02 as the number of
servings to be consumed daily for good
health.5
The 7% correct response is, however, a considerable improvement from a
19901991 analysis of the DHKS that found a 1% correct response rate
for the grains group
(48)
.6
The relative improvement may be due to the
popularization of the Food Guide Pyramid during the
intervening years.
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In addition to knowledge and attitudes, the price and availability
of goods in the marketplace also affect consumer behavior. Consumers
ability to increase the quantity and variety of whole-grain
products consumed may be limited by the lack of availability and/or
higher prices of whole-grain foods in conventional supermarkets. A
1996 study by ERS found that nutritionally improved versions of the
same food product, such as those lower in fat or sodium or higher in
fiber were 2-94% more expensive than "regular" versions of the
same product (50)
.
Supermarket scanner data were used to estimate volume sales (pounds) and average prices for nine grain product categories: fresh bread and rolls; flour; flour tortillas; rice, cereal grains; pasta (spaghetti, macaroni, fettuccine and rigatoni); ready-to-eat breakfast cereals; and ready-to-cook breakfast cereals. Within each category, products were defined as whole-grain or non-whole-grain on the basis of information provided on the product label as captured by the scanner data. Products that had a mix of whole-grain and non-whole-grain ingredients were the most difficult to classify.
Fresh breads and rolls, tortillas and pasta, except spaghetti, were
classified as whole grain if their product label said "whole grain"
or "whole wheat." The whole-grain spaghetti category reflects a
greater diversity of varieties and includes whole-wheat and
whole-grain types as well as those made from buckwheat flour, bran
and brown rice. Whole-grain classifications for ready-to-eat and
ready-to-cook breakfast cereals and the rest of the products included
in this analysis are listed in the footnotes to Table 12
.
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Several factors may account for these price differences. Some of the
observed price differentials are likely associated with a premium
charged on "healthfood" products (50)
. Other price
differences may be associated with higher production costs. For
example, bakers add more gluten to whole-wheat bread to increase
palatability and taste (51)
. Moreover, many
whole-grain products on the market are produced organically by
small producers who may have higher production and marketing costs. In
addition, whole-grain products tend to spoil quickly, leading to a
shorter shelf life relative to refined grain products.
| STRATEGIES FOR IMPROVEMENT |
|---|
|
|
|---|
Individual-level behavior changes
Increased intake of whole-grain foods may be limited by a
number of factors, including lack of consumer awareness of their health
benefits, difficulty in identifying whole grains in the marketplace,
consumer perceptions of inferior taste and palatability, and lack of
familiarity with preparation methods (16
,40
,51)
. The
recently authorized health claim for whole-grain foods should make
it easier for consumers to identify and select whole-grain foods
and is likely to have a positive effect on the availability in the
marketplace of products that meet these criteria.
Consumers also require sufficient knowledge and information to motivate them to change consumption habits. For most consumers, meeting the whole-grain guideline may require substantial shifts in shopping and consumption habits, especially for the two thirds of U.S. consumers who are currently consuming <1 whole-grain serving/d.
System-level changes
The successful adoption of the 2000 Dietary Guidelines
for grains also requires that consumers have access to sufficient
quantities of grain foods at prices that they can afford and in forms
that will meet standards for taste, palatability and convenience
(52)
. This will be a particular challenge in the
away-from-home sector in which consumption of whole grains is well
below total food energy obtained at eating places.
With an increased share of meals eaten away from home, and <15% of
total whole-grain servings consumed in the away-from-home food
market, meeting the whole-grain guideline will require a sizeable
shift in the integration of such foods into the away-from-home sector.
Agriculture producers and grain millers also could be affected as
consumers demand larger quantities of whole-grain foods
(52
,53)
.
Supermarket scanner data show that many whole-grain products,
including breads, breakfast cereals, brown rice and tortilla chips, are
widely available in conventional supermarkets. However, whole grains
still make up a tiny share of total grain food sales. This is
consistent with data from the CSFII that show low intakes of
whole-grain foods by all population groups. Consumers ability to
add variety to their whole-grain choices may be limited by the lack
of availability and/or higher prices of many whole-grain foods in
the marketplace. Furthermore, in many parts of the country, foods such
as whole-grain pastas, whole wheat couscous and tortillas, and
lesser-known grains such as bulgur or quinoa, may be available only
at ethnic, health food or other specialty stores, or through the
Internet or mail order (40)
. This may be a particular
issue for low-income consumers in central cities and sparsely
populated rural areas where food stores and product choices are often
more limited (54
55
56)
.
Additional research and methods are required to improve our capacity to make an accurate assessment of our nations progress toward meeting Federal dietary recommendations for grain foods. These include developing an improved understanding of the differences between the number of grain servings provided by the CSFII and FSD, integrating a quantitative standard for whole-grain intake into the Dietary Guidelines, and increasing consistency among researchers, food manufacturers and food retailers in defining, describing and labeling whole-grain foods. The addition of questions to the DHKS that measure consumers knowledge about whole-grain foods could be particularly useful in tracking the success of educational efforts regarding that part of the guideline.
| FOOTNOTES |
|---|
3 Abbreviations used: CSFII, Continuing Survey of
Food Intake by Individuals; DHKS, Diet and Health Knowledge Survey;
ERS, Economic Research Service; FSD, Food Supply Data. ![]()
4 A third question about dietary beliefs deals
indirectly with some foods in the grain group: please tell me if you
strongly agree, somewhat agree, somewhat disagree, or strongly disagree
with the statement: starchy foods, like breads, potatoes and rice, make
people fat. This question is less relevant to the revised dietary
guidelines than the other two questions. ![]()
5 The 7% (n = 328) includes
two respondents who answered >11 servings. ![]()
6 The food groups serving knowledge questions were
not asked in 1989. In the 19891991 DHKS, the household respondent was
the main meal planner/preparer. When the 19941994 sample is
restricted to the main meal planner/preparer, 7.9% reported the
correct number of grain servings. ![]()
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