It is no secret that Americans love bread. In fact a recent survey conducted by the Grain Foods Foundation found that 50% of respondents said they "love bread" and "eat it every day." Yet only 12% of respondents understand how bread and grains can contribute to overall health and wellness. What's more, almost a quarter of those surveyed think that carbohydrate restriction is a sensible approach to eating, even when scientific evidence demonstrates the opposite to be true.
The fact is, Americans love bread and grains for the emotional and sensory attributes they deliver – taste, smell, tradition and memory. It is our contention that if they really understood the beneficial nutrients that breads and grains deliver: folic acid, niacin, thiamine, riboflavin, fiber – they'd be much smarter consumers and eaters.
Other key survey findings include:
- Many American's Still Love Bread
When asked, half (50%) of American adults indicate they love eating bread. And, 50% indicate they eat bread almost every day.
- Perceptions Vary Among Ages and Genders
Women aged 35-44 were the most likely to feel that bread is unhealthy/fattening – nearly one-in-five (19%) thought this to be true.
Love for bread among adult Americans appears to decrease with age: 64% of those aged 18-34 years (including 70% of women in this age range) indicate they love eating bread, while just 39% of those aged 55 years or older agree.
- We Love Bread for its Sensory and Emotional Benefits
When asked specifically why they love eating bread, 40% of American adults indicated they "love the way it smells", 20% of adults said because it gives them energy to get through their day, and 14% associate bread with happy memories.
- But We Don't Understand the Health Benefits of Bread
Only about one in eight (12%) respondents believe the statement "Bread contributes to the prevention of serious health conditions" including 9% of women aged 35-44.
