BOSTON — A surprising group of consumers tends to seek whole grain products – those trying to avoid carbohydrates.

The Oldways Whole Grains Council’s 2023 whole grain consumer insights survey released Aug. 23 found 16% of respondents said they were avoiding carbohydrates, which was down from 18% in the 2021 survey. Among Gen Z and millennial consumers, 10% said they were avoiding carbohydrates.

Among those who said they were avoiding carbohydrates, 37% said they choose whole grains whenever they are available, which compared to 26% for all respondents. Those avoiding carbohydrates also were more likely, at 31%, to say they have increased their whole grain intake in the last five years, which compared to 21% of all respondents.

The online survey of 1,500 Americans between the ages 18 to 89 was conducted from May 23 to June 7. Thirty-nine percent of all respondents said they have started eating more whole grains in the past five years, and 61% said they choose whole grains at least half of the time. Low-carbohydrate consumers, at 74%, were most likely to say they choose whole grains at least half the time. Among all respondents, 77% said they think they should increase their whole grains intake. When asked why they choose whole grains, 81% said health. Taste came in second at 39%.

When asked their favorite whole grain food, 34% said bread. Oatmeal was second at 24%, and popcorn was third at 19%. Breakfast was the most popular meal for whole grain intake with 49% saying they eat whole grains at breakfast most of the time or all the time. Other answers were dinner at 30%, lunch at 28% and snacks at 22%.

When asked about the Whole Grains Council’s Whole Grain Stamp found on products, 85% of respondents said they trust it and 83% said they would be more likely to buy a product if it had the Whole Grain Stamp, which was up from 78% in 2021.

When respondents were asked what strategies may encourage more whole grain consumption, the top three answers were reducing the cost at 59%, increasing variety and availability at supermarkets at 57%, and providing more education about whole grain benefits at 54%.

Inflation is influencing consumers as 51% said the price of products is a major factor in their purchasing decisions, which was up from 47% in 2021. Gen Z consumers, at 37%, were the most likely to cite cost as a significant barrier to whole grain consumption, followed by 29% of millennials, 27% of Gen X, 19% of baby boomers and 13% of the silent generation.

Questions in the survey also pertained to gluten, ancient grains and sustainability.

Only 8% of respondents correctly could define gluten as a protein found in wheat, barley and rye, and as something that helps bread dough stretch and rise. Among those who correctly defined gluten, 71% said they choose whole grains at least half the time.

This year more respondents, at 70%, said they do not avoid gluten than the 66% in 2021. Fewer respondents, at 5%, in this year’s survey said they always avoid gluten when compared to the 2021 percentage of 8%. The percentage of respondents saying they avoided gluten entirely due to a medical diagnosis was 1.3% in 2023.

Quinoa was the most recognized ancient grain in the survey with over 70% of respondents saying they had heard of quinoa. Buckwheat was over 60%. When compared to the 2021 survey, more respondents said they had heard of millet, up to 40% from 36%, amaranth, up to 18% from 15%, and teff, up to 6% from 4%. Less than 10% of respondents in 2023 said they had heard of Kamut, teff, freekeh, triticale and fonio.

Millennials, at 24%, were more likely to say they chose whole grains for sustainability benefits, which compared with 14% among Gen Z, Gen X, baby boomers and the silent generation.