1 - Consumers and functional cereal products

Abstract

When the food in question is a cereal–such as wheat, maize, rice, oats, etc.–then these products are known as “functional cereal products.” The effects of functional foods are usually well defined, such as lowering blood cholesterol levels or strengthening bones. Eating functional cereal foods could possibly be an easy way to increase the intake of nutrients associated with whole grains without changing eating habits. To increase levels of intake, it is important to consider people's perceptions of grain-based foods and understand the processes and mechanisms involved in their decision making regarding these foods. The whole grain consumption data in the United States and the United Kingdom suggests that whole grain consumers tend to be in general older and wealthier with a healthy lifestyle. One could thus argue that the groups that need to be targeted to encourage the consumption of functional grain products are females, younger in age, from lower socio-economic groups, and those who generally have less healthy diets. Research suggests that the barriers to whole grain consumption are knowledge of what is whole grain, knowing how much to eat and what constitutes a portion, cost, availability, perceived taste and texture, and lack of awareness of the benefits. Some of these barriers could potentially be overcome through education and promotion of whole grain foods. Alternatively, the nutritional benefits of whole grain foods could be gained from eating functional cereal products. Research on existing functional food products suggests that those who eat functional foods are mainly older women, of higher education, with children and those who have illness in the family.