Chains Sprout Whole Grains

From morning oatmeal to whole-wheat sandwich breads and bowls of whole-grain pasta—and beyond—whole grains are finally stepping out of the shadow of their refined cousins. And although this trend started in retail, diners are now seeking whole grains at America’s chain restaurants.

POISED FOR GROWTH

According to the 2009 National Restaurant Industry Forecast from the National Restaurant Association (NRA), three in four adults say they are now trying to eat healthier at restaurants than they did two years ago. And, based on the findings of a Nov. 2008 consumer survey, NRA suggested that restaurants “will sharpen their appeal in 2009 by reaching out to health-conscious guests.”

Mintel’s 2009 “Bread—U.S.” report noted that “given the current state of the economy, it should come as no surprise that ‘price’ is the most cited quality shoppers are concerned about when buying bread.” However, most consumers aren’t willing to sacrifice nutrition or quality. “Made with whole grains” and “texture” also topped the list of priorities, and the report found that “aligning with consumers’ demands for healthier foods, the biggest trends in the bread market are whole-grain, high-fiber, organic and natural offerings. ‘Made with whole grains’ is the third-most-popular product claim for bread products (after trans-fat and kosher claims).”

Availability and demand for whole-grain foods goes hand-in-hand, suggests Cynthia Harriman, director of food and nutrition strategies, Whole Grains Council. If restaurants put a whole-grain dish on the menu and no one requests it, they will assume a lack of demand, she points out. On the other hand, many customers will not ask for whole-grain foods if they don’t see one. This can create a vicious cycle. “Consumers have to make their wishes known if they really want whole grains,” she says. “I think that if restaurants want to dip their toes in the water, they should have a clear whole-grain choice on the menu—at least one choice—then consumers can vote with their forks.”

And more consumers have been voting for whole grains. Harriman points to NPD Group data showing consumption of whole grains increased by 20% between 2005 and 2008 after remaining steady from 1998 to 2005. The greatest increase has taken place in the 18- to 34-year-old demographic, with consumption increasing by 38% between 2005 and 2008. NPD also found 60% of Americans consumed at least one whole grain during a typical two-week period in 2008. That represents a 35% increase from 2006, she notes.