In an effort to shed light on South Africans’ awareness of wholegrains and their associated health benefits, PepsiCo South Africa has collaborated with the University of Pretoria to conduct a comprehensive study.
The findings of this study, presented at the South African Association for Food Science and Technology (SAAFoST) Congress in Cape Town, highlight significant gaps in consumer understanding of wholegrains and the advantages they offer to overall health.
Wholegrains, the nutritious kernels of grains that include bran, germ, and endosperm, are recognised as a vital component of a balanced diet in many countries’ dietary guidelines. Rich in protein, dietary fibre micronutrients, and bioactives, wholegrains offer numerous health benefits when compared to their refined counterparts.
The research aimed to gauge the level of knowledge and awareness among South African consumers about wholegrains and their benefits. To ensure a representative sample, the study surveyed 1 000 participants from various demographic backgrounds, covering income levels, race, gender, and age groups ranging between 18 and 64 years.
Consumption underestimated
One of the study’s key findings was that while a significant portion of respondents (67%) believed they were consuming an adequate amount of wholegrains, the majority (62%) actually underestimated the recommended consumption level. This discrepancy suggests a lack of accurate information regarding wholegrain consumption.
Despite 64% of participants expressing confidence in their knowledge of wholegrains, the study revealed that 60% of respondents provided incorrect definitions of wholegrains. While common cereals were generally identified as wholegrains, participants struggled to accurately recognise other wholegrain foods like brown rice, quinoa, and whole-wheat bread.
Furthermore, the study highlighted that many participants lacked understanding about the attributes of wholegrain foods and the associated health benefits.
Yulia Berezhnaya, research and development: Life Sciences senior principal scientist at PepsiCo SA, noted, “While it is encouraging to see a good percentage of South Africans are aware of incorporating whole grains into their diets in general, the level of knowledge as to whether specific food products contain wholegrain ingredients and the quantities required for optimal health is low.”
Dr YiFang Chu, director of nutrition at Life Sciences at PepsiCo in the United States, expanded on the historical evolution of scientific research on wholegrains, with a focus on oats. He highlighted that research has recently delved into the impact of oats on various health outcomes, including blood pressure, weight management, glucose metabolism, and cardiovascular health.
Promoting consumption of wholegrains
The study’s implications extend beyond individual awareness, as PepsiCo emphasises the need for collective efforts to promote wholegrain consumption.
Collaboration between food manufacturers, labelling regulations, and government policies is crucial to ensure accessible and nutritious options for consumers.
PepsiCo’s commitment to nutrition and food security is evident through initiatives such as the school breakfast nutrition programme. By incorporating diverse ingredients into their products, the company aims to contribute positively to consumers’ nutritional choices, particularly among underserved communities.
The programme provides wholesome breakfasts to thousands of South African children, equipping them with essential nutrients and information to make informed dietary decisions.
Addressing knowledge gaps
Marianne O’Shea, vice president of nutrition science at PepsiCo, emphasised the importance of removing barriers to accessing proper nutrition. “There is a big opportunity for education, and food and beverage manufacturers such as us are well-placed to do this,” she stated.
As a global food and beverage leader, PepsiCo recognises its role in promoting equitable nutrition and contributing to a hunger-free world. By addressing the gaps in knowledge about wholegrains and their benefits, the company takes a step forward in fostering healthier communities and a more informed consumer base.
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