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Getting consumers to eat more whole-grains: The role of policy, information, and food manufacturers

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Author Info

  • Mancino, Lisa
  • Kuchler, Fred
  • Leibtag, Ephraim

Abstract

The 2005 Dietary Guidelines were unique because they offered quantitative recommendations for consumption of whole-grains. This case study examines the hypothesis that the changed recommendations were responsible for the recent increase in retail sales and consumption of whole-grain food products. We find that release of the Dietary Guidelines and related media attention did increase availability and sales of whole-grain foods. A large impact on consumption occurred through reformulation of existing products, induced by competition among food suppliers. This study reveals the key role product reformulation plays in inter-firm competition and in realization of dietary changes recommended by public policy.

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Bibliographic Info

Article provided by Elsevier in its journal Food Policy.

Volume (Year): 33 (2008)
Issue (Month): 6 (December)
Pages: 489-496

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Handle: RePEc:eee:jfpoli:v:33:y:2008:i:6:p:489-496

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Web page: http://www.elsevier.com/locate/foodpol

Related research

Keywords: Whole-grains Dietary guidelines Food policy Competition;

References

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  1. Golan, Elise H. & Kuchler, Fred & Krissoff, Barry, 2007. "Do Food Labels Make a Difference? Sometimes," Amber Waves, United States Department of Agriculture, Economic Research Service, November.
  2. Mancino, Lisa, 2005. "Going With the Grain: Consumers Responding to New Dietary Guidelines," Amber Waves, United States Department of Agriculture, Economic Research Service, November.
  3. Chern, Wen S & Loehman, Edna T & Yen, Steven T, 1995. "Information, Health Risk Beliefs, and the Demand for Fats and Oils," The Review of Economics and Statistics, MIT Press, vol. 77(3), pages 555-64, August.
  4. Capps, Oral, Jr. & Schmitz, John D., 1991. "A Recognition Of Health And Nutrition Factors In Food Demand Analysis," Western Journal of Agricultural Economics, Western Agricultural Economics Association, vol. 16(01), July.
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Citations

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Cited by:
  1. Lin, Biing-Hwan & Guthrie, Joanne & Rahkovsky, Ilya & Lin, Chung-Tung & Lee, Jonq-Ying, 2014. "Simulating the Potential Effects of a Shelf-Tag Nutrition Information Program and Pricing on Diet Quality Associated with Ready-to-Eat Cereals," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 17(A).
  2. Caldeira, Monica & Sottomayor, Miguel & Souza Monteiro, Diogo M., 2011. "Portuguese Retailers’ Motivations to Adopt Front of Pack Nutrition Labels: A Qualitative Analysis," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 109189, Agricultural and Applied Economics Association.
  3. Carlson, Andrea & Frazao, Elizabeth, 2012. "Are Healthy Foods Really More Expensive? It Depends on How You Measure the Price," Economic Information Bulletin 142357, United States Department of Agriculture, Economic Research Service.
  4. Mancino, Lisa & Todd, Jessica E. & Lin, Biing-Hwan, 2009. "Food Away From Home: How much does it really influence diet quality?," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49251, Agricultural and Applied Economics Association.
  5. Hellyer, Nicole Elizabeth & Fraser, Iain & Haddock-Fraser, Janet, 2012. "Food choice, health information and functional ingredients: An experimental auction employing bread," Food Policy, Elsevier, vol. 37(3), pages 232-245.
  6. Getu Hailu & John Cranfield & Rawlin Thangaraj, 2010. "Do U.S. food processors respond to sweetener-related health information?," Agribusiness, John Wiley & Sons, Ltd., vol. 26(3), pages 348-368.
  7. Martinez, Stephen W., 2013. "Introduction of New Food Products With Voluntary Health- and Nutrition-Related Claims, 1989-2010," Economic Information Bulletin 145319, United States Department of Agriculture, Economic Research Service.
  8. S. Duvaleix-Tréguer & A. Hammoudi & L. Rouached & L.G. Soler, 2012. "Firms' responses to nutritional policies," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 39(5), pages 843-877, December.
  9. Yuan, Yan & Capps, Oral, Jr. & Nayga, Rodolfo M., Jr., 2009. "Assessing the Demand for a Functional Food Product: Is There Cannibalization in the Orange Juice Category?," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 38(2), October.
  10. Todd, Jessica E. & Leibtag, Ephraim S. & Penberthy, Corttney, 2011. "Geographic Differences in the Relative Price of Healthy Foods," Economic Information Bulletin 117976, United States Department of Agriculture, Economic Research Service.
  11. Hanjra, Munir A. & Qureshi, M. Ejaz, 2010. "Global water crisis and future food security in an era of climate change," Food Policy, Elsevier, vol. 35(5), pages 365-377, October.
  12. Golan, Elise & Unnevehr, Laurian, 2008. "Food product composition, consumer health, and public policy: Introduction and overview of special section," Food Policy, Elsevier, vol. 33(6), pages 465-469, December.
  13. Irz, Xavier & Leroy, Pascal & Réquillart, Vincent & Soler, Louis-Georges, 2014. "Economic assessment of nutritional recommendations," TSE Working Papers 14-473, Toulouse School of Economics (TSE).
  14. Rahkovsky, Ilya & Lin, Biing-Hwan & Lin, Chung-Tung Jordan & Lee, Jonq-Ying, 2013. "Effects of the Guiding Stars Program on purchases of ready-to-eat cereals with different nutritional attributes," Food Policy, Elsevier, vol. 43(C), pages 100-107.

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