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Fred Zaunbrecher (l) and
Byron Holmes know promotion opportunities when they see them
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ARLINGTON, VA -- A recent
Global Health and Wellness Survey conducted by Nielsen showcased the willingness of younger consumers to put their money where their mouth is -- literally. Nielsen, a top global information and measurement company that provides insight into current consumer trends, found consumers are making a conscious effort to incorporate natural foods into their diets in lieu of processed, artificial ingredients.
This is good news for the rice industry, as U.S.-grown rice is sodium- and cholesterol-free, contains no trans fats or saturated fats, is gluten-free, and the least allergenic of all grains. These health features are what consumers are seeking out and are happy to pay for.
"The outreach we do with registered dietitians is precisely designed to capitalize on these types of findings," said Fred Zaunbrecher, a Louisiana rice farmer and chairman of the USA Rice Federation's Domestic Promotion Committee. "We put a lot of effort into positioning rice as the answer for this influential audience, and this survey shows we got the questions right - the questions people are asking dietitians - namely, 'I have health concerns, what should I be eating?'"
The obesity epidemic has worsened over the last few decades, with nearly half of global respondents to Nielsen's Global Health and Wellness Survey reporting that they consider themselves overweight. In spite of this statistic, or perhaps because of it, consumers are becoming motivated to embrace foods, like rice, that promote good health and combat disease. The "clean eating" craze has resonated with consumers and they are willing to pay top dollar for these important health attributes.
The Global Health and Wellness Survey also revealed that consumers are looking for practical foods that fulfill their nutritional needs. According to the study, more than 30 percent of participants want foods that are high in protein, contain whole grains, or are fortified with vitamins or minerals. U.S.-grown rice easily meets these criteria as it is nutrient dense and contributes more than 15 vitamins and minerals including folate, iron, and zinc.
"There is a tremendous opportunity for food manufacturers and retailers to lead a healthy movement by providing the products and services that consumers want and need," said Susan Dunn, executive vice president, Global Professional Services, Nielsen. "While diet fads come and go over time, innovative, back-to-basics foods that taste good, are easy to prepare, and provide healthful benefits will have staying power."
The U.S. rice industry agrees.
"Healthy rice bowls are fast, easy, delicious, and budget-friendly, and we think here to stay," said Zaunbrecher. "You start with U.S.-grown rice and add other nutritious foods such as vegetables, poultry, lean beef, seafood, and beans. It's a win-win situation."
Contact: Colleen Klemczewski (703) 236-1446
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