Nutrition Outlook 2007: Confusion in the Bread Aisle
Survey Conducted by Sara Lee Food & Beverage

Sara Lee conducted a survey that revealed consumers are confused about the nutritional value of wheat bread, often believing their wheat bread is better nutritionally than it actually is.

More than 650 billion loaves of wheat bread are sold in grocery stores each year. The vast majority — 73 percent — are enriched wheat breads made typically with less than 20 percent whole wheat flour. Most Americans mistakenly believe the wheat bread they purchase is 100% whole wheat bread when, in fact, most wheat breads sold in the U.S. have less than 20 percent whole wheat flour.

Survey Findings

• More than 73 percent of consumers surveyed who eat enriched wheat bread incorrectly believe that their wheat bread is 100 percent whole wheat.
• Nearly 4 out of 10 mothers (37 percent) who purchase enriched wheat breads said they would be surprised to find out their bread contains less than 20 percent whole wheat flour.

Color and Nutritional Misperceptions

• Most consumers surveyed mistakenly believe that brown bread is better for you than white bread. (Note: Color is not a good indicator of nutrition. Some white breads have more whole grain than some wheat breads. All wheat breads are not created equal).
  • 64 percent of all survey respondents believe brown bread is better for you than white bread.
  • 66 percent of enriched wheat bread buyers believe that brown bread is better for you than white bread.
• A quarter of all respondents use bread's color to determine how healthy their bread is.
  • 25 percent of all respondents determine the nutritional value of a bread by its color.
  • 28 percent of enriched wheat bread eaters determine the nutritional value of bread by its color.
• Although the message is becoming clearer to some.
  • 35 percent of all respondents believe some white breads are better for you than some wheat breads.
  • 34 percent of enriched wheat bread eaters believe some white breads are better for you than some wheat breads.

Consumers Are Beginning to Understand Why Whole Grains are Important for Health

• Mothers surveyed equate whole grain nutrition with health.
  • 91 percent of all respondents believe whole grains make bread healthy
  • 89 percent of enriched wheat bread eaters believe whole grains make bread healthy.
• Mothers surveyed cited fiber most frequently when asked how whole grains are good for you.
  • 46 percent of all respondents said whole grains are a good source of fiber.
  • 44 percent of enriched wheat bread eaters said whole grains are a good source of fiber.

But there's a long way to go:

• Only 2 percent of respondents cited whole grains as a way to help reduce the chance of cancer and heart disease.
• Only 1 percent of respondents cited whole grains as a way protect against diabetes.
• Only 3 percent of respondents cited whole grains as an aid to weight loss.

Sara Lee Food & Beverage conducted a survey of 1,000 mothers aged 25-65 nationwide to determine their level of understanding about different kinds of wheat bread and its nutrition content.

Enriched wheat bread is bread made with refined wheat flour that is milled to provide a fine texture using the endosperm of the grain, but removes the bran and germ of the grain. Refined enriched flour adds back certain B vitamins and iron after processing. In America, most packaged wheat breads (but not whole wheat breads) are made from refined enriched wheat flour. Enriched wheat breads have a similar nutritional make up to that of most enriched white breads.