Consumer perception gains for grains

Alex Locke, Grains and Legumes Nutrition Council marketing and communication manager, said dietary fads such as paleo and gluten free diets had caused a significant downturn in consumption of grain-based food.

“In 2014 in Australia there was a 30 per cent drop in the consumption of bread, and dietary trends played a big part in that drop,” Ms Locke told the crowd at the Innovation Generation (IG) in Adelaide this week.

“However, with renewed interest, especially in the consumption of wholegrains, that decline has now plateaued.”

She said a range of factors were gradually rekindling interest in grains.

“There is a lot of talk about digestive health and the role a high fibre diet can play in helping with our gut health,” Ms Locke said.

She said dietary trends, such as an increase in snacking, were also favourable for the grain industry.

“Research has found Australians are snacking four times as much as they were just ten years ago.

“Within this, they realise the need for healthier snack foods and this is where wholegrain-based products can come into the picture.”

Ms Locke said wider media reports on grain consumption were changing.

“There have been less negative stories and less mentions of promotion of low carbohydrate, paleo and gluten free diets in the past year,” she said.

Ms Locke said certain sectors of the grain sector were selling their story better than others.

“The ancient grains story really resonates with consumers.”

“We are talking about products such as spelt, buckwheat, teff and even amaranth, while an African grain, fonio, is being bandied around as the next superfood.”

“Consumers are really buying into the health benefits of these grains.”

Ms Locke said research found the health benefits of ancient grains did not necessarily exceed those found in more conventional crops such as wheat, however she said consumers were buying into the story.

Sam Trethewey, general manager of SproutX and MC for the conference, said he felt wheat was like a Holden Commodore car in that it was safe and reliable, but not sexy and that farmers would need to adjust the product’s image if they wanted to create a consumer buzz.

Ms Locke said this was already happening through value adding initiatives relying on traceability.

“We are seeing initiative such as ‘single origin’ wheat and oats.”

“Laucke Flour Mills are producing a single origin flour, made from wheat from the one property and that is finding a home among consumers with a strong interest in the provenance of their food.”

“Oats are another success story, the health messages are really hitting home and people telling the story of how the oats are produced are doing well.

“This story-telling element is very important, its time to bring back consumer belief in grains.”