According to data published by the Economic Research Service of the US Department of Agriculture, per capita flour consumption in 2019 fell 2.1 pounds or 1.5% to 130.7 pounds from 132.8 pounds in 2018. This was down a whopping 11% from the most recent high of 146.8 pounds in 1997 and the lowest since 1989 when consumption was only 129.1 pounds.
But according to Christine Cochran, executive director of the Grain Foods Foundation, consumer views and consumption of flour and other grains have reversed course during the pandemic – a trend she predicts will continue going forward. In this episode of FoodNavigator-USA’s Soup-To-Nuts podcast, Cochran explains what is behind the ups and downs of grain consumption in the US, how the pandemic has reshaped consumers’ approach to and perception of grains, where there is whitespace for innovation, and how the Grain Foods Foundation will continue to build on this positive momentum going forward.
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Reversing decades of decline
For decades, grains and carbs have been demonized as contributing to weight gain or slowing weight loss efforts, but Cochran says that as the pandemic pushed many consumers to reconsider the role of diet and wellness they began to take a more balanced, holistic approach to nutrition, which opened the door for grains to play a more prominent role in a healthy lifestyle.
“We’ve been tracking a couple of numbers for decades now, and one of them is called the flour disappearance rate on a per capita basis… and what we’ve seen is, over the last decade that number has been in fairly steady decline,” Cochran said. “And then when you go and look at the heart of the category, which is bread sold in grocery stores … we’ve also seen an even more dramatic decline in consumption going into 2018 an the preceding 10 years.”
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April 19, 2021 at 08:51PM
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Soup-To-Nuts Podcast: Grain consumption is up – but will the momentum sustain post-pandemic? - FoodNavigator-USA.com
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