Factors Affecting the Consumption of Whole and Refined Grains: Evidence from USDA’s CSFII Survey

1. Factors Affecting the Consumption of Whole and Refined Grains: Evidence from USDA’s CSFII Survey Biing-Hwan Lin (ERS) and Steven T. Yen (UT-Knoxville) Presentation at the Workshop for Understanding Demand Shifts for Grain-Based Foods The Food Industry Center, University of Minnesota September 28, 2004

2. Federal Recommendations on Grain Consumption

3. Recommended consumption of grains Recommended daily grain servings Daily caloric intake Source: Dietary Guidelines for Americans, 2000

4. Dietary Guidelines, 2000— Include several servings of whole grain foods for their good taste and their health benefits • Healthy People 2010— Increase the proportion of persons aged 2 and older who consume at least 6 daily servings of grain products, with at least 3 being whole grains

5. Whole grains should account for half of total grain consumption 11 9 6 Daily caloric intake Sources: Dietary Guidelines for Americans, 2000. Healthy People 2010.

6. Linear interpolation 11 9 6 Daily caloric intake Sources: Dietary Guidelines for Americans, 2000. Healthy People 2010.

7. How our consumption stacks up against the recommendations

8. Data • USDA’s Continuing Survey of Food Intakes by Individuals (CSFII 1994-96 and 1998) • Diet and Health Knowledge Survey (DHKS)

9. CSFII • CSFII respondents reported a list of foods consumed and how much of each food they consumed over 2 non-consecutive days • The Pyramid Servings database translates food amounts into servings • Provides information on food intakes of 15,303 adults, and 5,559 children

10. DHKS • After respondents reported their first day of intake, an adult 20 years or older was randomly selected from each household to participate in DHKS • Respondents from 5,765 households

11. DHKS • Covers a wide range of issues— • Self perceptions of the adequacy of nutrient intakes • Awareness of diet-health relationships • Knowledge of dietary recommendations • Perceived importance of following dietary guidance • Use and perceptions of food labels • Behaviors related to fat intake and food safety

12. Grain consumption as a percent of recommendations Entire U.S. Source: CSFII 1994-96

13. Grain consumption as a percent of recommendations By income level Percent of poverty level Source: CSFII 1994-96

14. Grain consumption as a percent of recommendations By gender Source: CSFII 1994-96

15. Grain consumption as a percent of recommendations By education Source: CSFII 1994-96

16. How is grain consumption affected by: Use of the food label, The perceived importance of choosing a diet with plenty of breads, cereals, rice, and pasta, and Economic and demographic factors

17. Preliminary results • The four measures of label use have similar results • Use of nutrition label • Amount of nutrient • Short nutrient claim • Fiber content • Ingredient list

18. Label use—short claim Perceived importance Coeff. SE Sig. level Coeff. SE Sig. Level Intercept 0.37 0.08 0.00 0.58 0.08 0.00 Male -0.50 0.04 0.00 0.01 0.04 0.91 Age 20-30 -0.08 0.06 0.20 0.14 0.06 0.02 Age 31-40 0.01 0.05 0.81 0.11 0.06 0.05 Age 41-50 0.07 0.05 0.17 0.12 0.06 0.03 Age 51-60 0.11 0.05 0.05 0.07 0.05 0.22 Black 0.02 0.06 0.75 -0.21 0.06 0.00 Hispanic 0.13 0.07 0.06 -0.06 0.07 0.36 Asian 0.18 0.15 0.22 -0.13 0.15 0.38 Other 0.27 0.18 0.13 0.28 0.19 0.15 Income 0.47 0.15 0.00 -0.24 0.15 0.12 High School 0.17 0.05 0.00 0.06 0.05 0.23 Some College 0.18 0.06 0.00 0.12 0.06 0.04 College 0.32 0.06 0.00 0.36 0.06 0.00 Special diet 0.24 0.04 0.00 0.05 0.04 0.20 Meal planner 0.09 0.04 0.04 0.12 0.04 0.01 Exercise 0.13 0.04 0.00 0.13 0.04 0.00 Smoker -0.28 0.04 0.00 -0.16 0.04 0.00 Gene Theory -0.10 0.02 0.00 -0.05 0.02 0.00 N = 5,501

19. Whole grains Refined grains Coeff. SE Sig. level Coeff. SE Sig. Level Intercept -0.12 0.04 0.00 1.20 0.07 0.00 Male 0.03 0.01 0.00 0.14 0.02 0.00 Age 20-30 -0.04 0.01 0.00 0.16 0.03 0.00 Age 31-40 -0.03 0.01 0.01 0.12 0.03 0.00 Age 41-50 -0.04 0.01 0.00 0.05 0.03 0.05 Age 51-60 -0.03 0.01 0.00 0.05 0.03 0.07 Black -0.07 0.01 0.00 -0.09 0.03 0.00 Hispanic 0.02 0.02 0.29 -0.05 0.03 0.15 Asian -0.14 0.03 0.00 0.49 0.05 0.00 Other -0.07 0.03 0.03 -0.04 0.08 0.64 Income 0.04 0.02 0.09 0.01 0.01 0.31 Midwest 0.03 0.01 0.04 -0.04 0.02 0.08 South 0.00 0.01 0.82 0.09 0.02 0.00 West 0.09 0.01 0.00 -0.19 0.03 0.00 Rural -0.02 0.01 0.07 -0.08 0.02 0.00 Suburban -0.02 0.01 0.13 -0.01 0.02 0.67 HHtype 1 -0.03 0.02 0.05 0.01 0.03 0.80 HHtype 2 -0.02 0.01 0.13 0.00 0.02 0.95 HHtype 3 -0.05 0.02 0.00 -0.03 0.04 0.48 Label-claim 0.13 0.03 0.00 -0.12 0.08 0.16 Importance 0.21 0.03 0.00 0.23 0.11 0.03

20. Conclusions • Grain consumption is affected directly and indirectly by many economic, demographic, and personal factors • Use of food label and perceived importance of grain consumption are in turn affected by • Household income • Education level • Personal belief • Life style • Demographic factors • Some of the above factors also affect grain consumption directly • Label use affects whole grain consumption • Perceived importance affects both whole and refined grain consumption