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Demand for Whole-grain Bread Before and After the Release of Dietary Guidelines-super- †


  • Lisa Mancino
  • Fred Kuchler


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. Copyright 2012, Oxford University Press.

Suggested Citation

  • Lisa Mancino & Fred Kuchler, 2012. "Demand for Whole-grain Bread Before and After the Release of Dietary Guidelines-super- †," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 34(1), pages 76-101.
  • Handle: RePEc:oup:apecpp:v:34:y:2012:i:1:p:76-101

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