Consumer attitudes and misperceptions associated with trends in self-reported cereal foods consumption: cross-sectional study of Western Australian adults, 1995 to 2012

Abstract

BackgroundThe reasons for low adherence to cereal dietary guidelines are not well understood but may be related to knowledge, attitudes, beliefs and perceived barriers. This study aims to assess trends in cereal foods consumption, intention to change and factors associated with intake among Western Australian (WA) adults 18 to 64 years.MethodCross-sectional data from the 1995, 1998, 2001, 2004, 2009, and 2012 Nutrition Monitoring Survey Series involving 7044 adults were pooled. Outcome variables: types and amount of cereals (bread, rice, pasta, and breakfast cereal) eaten the day prior. Attitudes, knowledge, intentions, weight status and sociodemographic characteristics were measured. Descriptive statistics, multiple binary logistic and multinomial logistic regressions assess factors associated with consumption.ResultsBread (78%) was the most commonly consumed cereal food. The proportion eating bread decreased across survey years (Odds Ratio OR = 0.31; 95% Confidence Interval; 0.24–0.40 in 2012 versus 1995), as did the amount (4.1 slices of bread in 1995 to 2.4 in 2012). The odds of consuming whole-grain cereal foods increased since 2009 (OR = 1.27; 1.02–1.58 versus 1995 p < 0.05). The likelihood of trying to eat less cereal food in the past year was greater in 2012 compared to 1995 (Relative Risk Ratio RRR 10.88; 6.81–17.4). Knowledge of cereal recommendations decreased over time (OR = 0.20; 0.15–0.27 in 2012 versus 1995 p < 0.001). Overweight and obese respondents were more likely than healthy weight respondents to have tried to eat less cereals (RRR 1.65; 1.22–2.24 and 1.88; 1.35–2.63 respectively). ‘I already eat enough’ was the main barrier (75% in 1995 to 84% in 2012 (p < 0.001)).ConclusionsWA adults are actively reducing the amount of cereal foods they eat and intake is associated with a misperception of adequacy of intake. Nutrition intervention is needed to increase awareness of the health benefits of cereal foods, particularly whole-grains, and to address barriers to incorporating them daily.Trial registrationNot applicable.Electronic supplementary materialThe online version of this article (doi:10.1186/s12889-017-4511-5) contains supplementary material, which is available to authorized users.

An Audit of Australian Bread with a Focus on Loaf Breads and Whole Grain

“…The Australian Dietary Guidelines suggest ‘mostly whole grain’ [ 34 ], encouraging consumption, but at the same time respecting the value of core, refined grain foods in diets. However, it is recognised that more specific guidance is needed to achieve higher quality diets for disease prevention [ 35 ]. Consumption of whole grain foods was calculated from the NNPAS at 21 g/day for adults (19–85 year) and 17 g/day for children (2–18 year) [ 22 ] and a similar level was derived from the most recent consumption research commissioned by GLNC ( n = 1121) at 26 g/day (9–70 year) and 16 g/day for children [ 36 ].…”

“…Whereas National data indicated a 20 g decline in bread consumption [ 5 ], GLNC data show a larger reduction [ 46 ], from 124.5 g in 2014 down to 66 g in 2017. A study of cereal foods from Western Australia also found a decline in intake over the same period of time (1995 through to 2012) and concluded there were misperceptions as to the adequacy of intake of grain foods, specifically whole grains [ 35 ].…”

Does Perception of Dietary Fiber Mediate the Impact of Nutrition Knowledge on Eating Fiber-Rich Bread?

“…Knowledge on nutrition can be treated as a direct determinant of nutritional behaviors [ 34 ], but it may also be viewed as a factor influencing other choice motives, both cognitive and affective ones. Our study covered not only the nutritional knowledge, but also other cognitive motives for choosing bread, including knowledge about dietary fiber, perceived benefits from eating cereals enriched with fiber, and perceived importance of fiber content labeling [ 26 , 32 , 35 , 36 ]. The greater the nutrition knowledge the respondents had, the more they perceived the benefits of consuming cereals with added fiber.…”

Whole Grains and Consumer Understanding: Investigating Consumers’ Identification, Knowledge and Attitudes to Whole Grains

“…Whole grain foods are commonly identified through the use of food labels, as well as by their appearance and colour. Research conducted outside of Australia has indicated that potential barriers to adequate whole grain consumption relate to taste, lack of understanding of health benefits, family influence, price and availability of whole grains [ 23 , 24 ]. Without sufficient knowledge of how to read a label and identify whole grains, consumers may become confused [ 25 ], or incorrectly mistake refined products for whole grain sources (e.g., multigrain bread), thereby unintentionally reducing whole grain intake.…”