Journal Article

Demand for Whole-grain Bread Before and After the Release of Dietary Guidelines<sup>†</sup>

Lisa Mancino and Fred Kuchler

in Applied Economic Perspectives and Policy

Published on behalf of Agricultural and Applied Economics Association

Volume 34, issue 1, pages 76-101
Published in print March 2012 | ISSN: 2040-5790
Published online December 2011 | e-ISSN: 2040-5804 | DOI: https://dx.doi.org/10.1093/aepp/ppr035
Demand for Whole-grain Bread Before and After the Release of Dietary Guidelines†

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  • Household Behaviour and Family Economics
  • Economics of Health

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The federal government has issued Dietary Guidelines for Americans seven times since 1980, but the 2005 whole-grain recommendation was the first instance in which consumers were given a specific dietary target, that whole grains should be at least half of their grain consumption. Anecdotal evidence pointed to a unique result, an increase in demand for whole-grain foods. Contemporaneous decreases in prices of whole-grain foods, relative to refined-grain foods, however, confound the evidence. We show that for whole-grain bread, there was an increase in retail demand even after accounting for price changes. Separate models for higher- and lower-income consumers show that the demand shift occurred among higher-income consumers, but not for lower-income consumers.

Keywords: D12; I18

Journal Article.  8395 words.  Illustrated.

Subjects: Household Behaviour and Family Economics ; Economics of Health

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