Bakers Journal

Consumers hungry for information on ancient grains: survey

October 5, 2022
By Bakers Journal

Consumers are hungry to learn more about ancient grains, including the nutritional and functional benefits, and purchasing intent is high, according to a survey conducted by flour company Ardent Mills.

The survey explored plant-based diet trends, understanding of alternative grains and nutritional preferences when choosing ingredients. The results shed light on consumer dietary trends today and opportunities for future ancient grain industry growth.

More than 80 per cent of consumers across every age range report they are actively seeking healthy eating, Ardent Mills said in a news release. Nearly half of Americans say plant-based eating is important to dietary/eating goals.

A combination of factors drive overall dietary/food choices – including seeking specific ingredients, foods or nutrients, convenience, and sustainability – but taste still matters most to 99 per cent, with indulgence being of importance to 89 per cent.


The survey suggests awareness of what is or is not a grain is incomplete. While 96 per cent of consumers identify wheat as a grain, awareness across other ancient grains is lacking.

The questions also explored knowledge of and interest in quinoa, chickpeas, teff and Sonora.

For these insights and more, download the full survey results.

The online survey of 1,001 U.S. consumers, 18 years of age or older, fielded between Aug. 19-23, 2022. Overall sample balanced to U.S. population on key characteristics (i.e., age, gender, ethnicity, region, household income, etc.).

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