Consumer knowledge, food label use and grain consumption in the US

Responding to mounting evidence of the association between whole-grain consumption and a reduced risk of heart problems and other diseases, as well as an increased probability of body weight maintenance, the US Government has strongly encouraged its citizens to increase consumption of whole grains. However, compared against the 2005 Federal dietary recommendations, in 1994-1996 only 6% of Americans met the current recommended whole-grain consumption. To narrow this huge gap between actual and recommended consumption of whole grains, considerable changes in consumer behaviour will be needed. A demand system with two censored consumption equations and endogenous food label use and nutrition knowledge variables is estimated to investigate the factors that affect the consumption of whole and refined grains. Food label use and nutrition knowledge are found to play important roles in the consumption of refined- and whole-grain products, as are sociodemographic variables. The results can be used to help develop effective nutrition education messages and targeting strategies to promote consumption of whole grains in Americans' diets.