A 2009 survey of more than a thousand adults asked those who claimed they were making an effort to eat more whole grains to explain their reasons for making this effort.
36% of them said "I enjoy the taste." This was up considerably from a 2006 study where 13% cited taste as a positive purchase motivator.
Other popular answers included "Whole grain foods are healthier" (76%); "In order to get more fiber" (69%(; "To fill me up and help me lose weight" (53%); and "To get more vitamins and minerals" (44%).
It's great to see that more than a third of those responding to this question see the nuttier, fuller taste of whole grains as a plus! This could explain why "about two third[s] of respondents reported that they prefer to buy breads and cereals made with whole grains."
To read the rest of the story, please go to: Whole Grains Council
