Consumers look for a whole grain claim on packages more often than they look for calories, sugar, sodium, fiber, or any other facts, according to the Food & Health Survey 2015 from IFIC, the International Food Information Council. In fact, 67% of shoppers say that whole grain content helps them make a buying decision. 

But what sort of whole grain documentation holds sway with consumers? Sadly, only 7% say they trust a food company or manufacturer to provide accurate information about the types of food they should be eating. That's why a respected, widely-used third-party certification symbol like the Whole Grain Stamp can be so useful in reaching consumers -- 70% of whom say they are trying to consume more whole grains.

One reason whole grains have such great momentum is because people would rather hear what TO eat rather than what NOT TO eat. The IFIC survey found that 78% of people agree or strongly agree with the statement, "I would rather hear what I should eat than what I should not eat." Messages like "fat free" and "low calorie" promise that something desirable has been taken away -- while messages like "100% whole wheat" or "contains 18 grams whole grain" promise you're getting something extra. 

You can read our blog summarizing the IFIC survey here, or download the whole survey online.