Wholegrain lacks appeal

A new study conducted by researchers at the Medical Research Council Nutrition Research Centre in Cambridge and Newcastle University's Human Nutrition Research Centre has further raised concerns about wholegrain consumption in the UK.

The study compared intake levels from 1986/87 with 2000/01 and found that although intake was low in the eighties, it has become even lower over time with median intakes equivalent to only one serving per day (the recommended intake is three servings equating to 48g).

In both eras, over three quarters of adults had less than three 16g amounts of whole grains per day and more than a quarter reported no wholegrain intake. Breakfast cereals and bread (mainly wholemeal) contributed most to wholegrain intake, with modest contributions from biscuits (7 - 12%).

However, whereas bread contributed most (54%) to wholegrain intake in 1986/87, followed some way behind by breakfast cereals (28%), by 2000-1 the contributions of these categories were almost identical (44 - 45%), reflecting the increased popularity of wholegrain breakfast cereals and overall decline in bread consumption in recent years.

Breakfast cereal manufacturers have been reasonably effective in getting across the message that wholegrain is healthy, which begs the question: why aren't people eating more?

Newcastle University's Dr Chris Seal, who worked on the project, says: "There is a perception that wholegrain foods are unattractive, not very tasty, chewy and generally yucky!"

Here lies the challenge for food manufacturers, he says. "There is a limited availability of wholegrain foods, meaning a lack of choice for consumers."

Seal is currently working on the Wholeheart study, which is a Food Standards Agency project involving 300 volunteers. The aim is to determine the measurable health benefits of increased consumption of wholegrain foods, which are required to inform public policy on promoting changes in eating patterns at the population level.

The information gathered may then be used to develop strategies to enhance the acceptability of wholegrain, especially among non-consumers.

The project began in January 2005 and will end this December.