The Relative Importance of Dietary Fiber and Whole Grain Label Claims for Consumers

THE RELATIVE IMPORTANCE OF DIETARY FIBER

AND WHOLE GRAIN LABEL CLAIMS

FOR CONSUMERS

By Sarah R. Lash

Thesis Advisor: Dr. Mary Ellen Camire

A Lay Abstract of the Thesis Presented

in Partial Fulfillment of the Requirements for the

Degree of Master of Science

(In Food Science and Human Nutrition)

August, 2010

Dietary fiber and whole grains are important components of the diet that can help reduce the risk of developing several diseases including cancer, heart disease, and diabetes.  However, consumption of dietary fiber and whole grains are below recommended levels, particularly by college-aged adults.  Health claims on food labels may increase purchase of foods including high fiber whole grains.  The purpose of this study was to investigate the relative importance of two different health claims – “whole grain,” and “high fiber,” for acceptability of bread and pasta samples by young adults aged 18 to 24 years. 

Participants rated five bread samples and five pasta samples for liking of appearance, flavor, texture, and overall appeal, and perceived healthiness and purchase intent.  Bread samples included white with no health claim, whole grain white labeled “whole grain,” 100% whole wheat labeled “whole grain,” and double fiber 100% whole wheat presented twice, once labeled “whole grain” and once labeled “high fiber.”  Pasta samples included white with no health claim, fiber-enriched white labeled “high fiber,” whole grain labeled “whole grain,” and whole wheat presented twice, once labeled “whole grain” and once labeled “high fiber.”  Participants also answered questions about their lifestyle and general health interest.

In general, participants liked “brown” bread samples more than “white” bread samples in appearance, flavor, texture, and overall appeal.  They thought they were more healthful, and were more likely to purchase them.  Participants liked all pasta samples equally for appearance.  They liked “high fiber” labeled “brown” pasta least in flavor, texture, and overall appeal, but thought it was most healthful.  Purchase intent was highest for “whole grain” labeled whole wheat and lowest for white pasta.

Based on results from this study, “whole grain” and “high fiber” messages are of similar importance to young adults for bread.  When compared to a “high fiber” message, a “whole grain” message is relatively more important to young adults for pasta.  When marketing high fiber whole grain products or encouraging consumption of these products in places such as college cafeterias, a “whole grain” message could be used for both bread and pasta products to entice young adults.

Key Words    Whole grain, dietary fiber, health claim, bread, pasta, young adult