Finnish adolescents' attitudes towards wholegrain bread and healthiness

Abstract

Wholegrain food may have an important role in the prevention of chronic diseases, and therefore its consumption should be increased. However, wholegrain products have a low consumption because of unfamiliar taste and poor understanding about the health benefits. Generally, adolescents unfamiliar with wholegrain bread dislike it. Food use in childhood correlates positively with practices in adult life, and therefore adolescents are an important target group for research. The aim was to study adolescents' attitudes towards wholegrain bread in a society where wholegrain products are widely used. A qualitative focus group method (n = 61) and a quantitative procedure (n = 104) with 13-15-year-old secondary school students indicated that Finnish adolescents considered wholegrain breads healthier and more acceptable than refined breads. The motives for wholegrain bread consumption were taste, feeling of fillingness and weight control. Girls were more interested in bread healthfulness than boys (P < 0.01), and participants who showed a more positive attitude towards general health interest reported using more rye and wholegrain breads than participants with negative attitudes. Adolescents familiar with the sensory properties and healthfulness of rye and wholegrain breads consumed them regularly and perceived them as pleasant and very acceptable.