Study Reveals Consumers Likes, Dislikes of Whole Wheat Bread

LAS VEGASHorizon Milling has concluded a multi-year research program to uncover what drives liking and disliking of whole wheat breads by specific consumer segments, revealing the largest gap in whole wheat bread preferences between children and adults.

The study provided an array of information based on consumer segments defined by demographics (e.g., age, income), behaviors (e.g., brand loyalty), and attitudes (e.g., how they feel about certain attributes) in relation to bread to provide an understanding of what drives liking and disliking to drive improvements and innovations in the whole wheat marketplace.

The multifaceted study surveyed 1,400 consumers about their attitudes and behaviors around pre-sliced packaged breads. From this sample, 360 adults and 170 children were selected to participate in a consumer taste test of 25 different whole wheat breads, scoring on a variety of metrics including overall liking, texture, appearance and purchase intent, revealing the biggest difference in preferences was between adults and children.

"Characteristics that drove liking for adults often drove disliking for children," said Elizabeth Uriyo, vice president of R&D, Horizon Milling.

Other key findings conclude particle size in whole wheat breads doesn't have an impact on the liking of finished breads, while reduced bitterness led to increased liking. Further, when sweetness and umami notes increase, liking is again increased.

Findings were revealed at the  2013 International Baking Industry Exposition (IBIE) along with the launch of Horizon Milling's Primo Mulino Italian-style flour, for use in a variety of applications, including pizza crust, flatbreads, Italian-style breads and crackers.

Mixed with hard, spring and soft wheat, the flour is finely milled with a high protein content. Attributes include improved mixing tolerance, water absorption and long fermentation tolerance. Besides being enriched, the flour is free of treatments and additives.