Dietary Fiber Content and Benefit Labeling Did Not Increase High‐Fiber Bread Sales

Abstract

Adolescent and young adult Americans generally do not consumer recommended amounts of dietary fiber (hereafter, fiber). This study attempts to increase sales of high‐fiber breads and wraps at a university food court by providing consumers information about fiber content, recommended servings, and the health benefits of fiber. IRB approval was obtained. Prior to the information treatment, 114 consumers aged 18–27 years completed a survey of fiber knowledge; a similar survey was given to 104 consumers after the treatment. For 2 weeks posters showed fiber content (grams/serving) of breads and wraps. After a 1‐week washout period, posters displayed fiber Dietary Reference Intakes (DRI), sources of fiber, and health benefits of fiber consumption were posted for 2‐weeks. Sales of the foods before, during, and after the interventions were estimated using dining services’ invoices. Sales of breads and wraps with higher (≥3 g/serving) fiber were not influenced by either type of labeling during the study period. Knowledge of fiber DRI was higher for women and for post‐intervention survey respondents. Other types of behavioral interventions may be needed to increase dietary fiber intake by young adults.