SURVEY
Low Carb-No Carb & the Health Benefits Sacrificed

PROVIDENCE, R.I., Nov. 21, 2003: For centuries, bread has been regarded and respected as the staff of life and a vital part of healthy nutrition. But new research demonstrates that many consumers may be making nutritional decisions related to bread without understanding its proven health benefits as part of a long-term, balanced diet, including the role that whole grains serve in reducing cholesterol and the risk of heart disease.

Mankind's basic sustenance for thousands of years becomes the villain in the quest for a size 6 figure.

The National Bread Leadership Council (NBLC) today released new research identifying Americans' behaviors and attitudes related to bread and other carbohydrates, as well as their understanding of the health benefits of bread and grains. The findings were presented at Johnson & Wales University, where industry leaders gathered at the first-ever National Bread Summit to discuss the changing American diet, and the cultural and nutritional importance of bread. TOP

"We know that diet trends are shifting in America, and it's important that leaders in the bread and baking industries engage in substantive conversation regarding consumers' evolving perceptions of grains and bread," said Patrick Davis, NBLC spokesperson. "The research findings identify a clear opportunity to convey to Americans the benefits of the foods that make up the base of the Food Guide Pyramid, and the critical roles they play in a long-term, healthy diet."

The research, conducted by Schapiro Research Group of Atlanta, reveals the dietary attitudes, preferences and knowledge surrounding bread and reduced carbohydrate diets of 1,000 adults aged 18 and over.

Bread Consumption Remains Strong

The findings indicate that the majority of Americans (54 percent) have not changed their bread consumption habits during the past year, and six percent are eating more bread today, despite the popularity of a number of diets aiming to reduce carbohydrate consumption. Forty percent say they are eating less bread today than a year ago.

The research indicates that the majority of those who are eating less bread today than a year ago are doing so as part of an overall dietary change: TOP

• 63 percent are trying to limit daily carb intake

• 31 percent choose foods other than bread when eating carbohydrates

• 20 percent don't think bread is healthy

• 12 percent don't like bread as much

Nutritional Benefits  Not Understood

The research also indicates that a significant number of those who do reduce bread consumption may be making dietary decisions without understanding the proven health benefits of bread. While breads, particularly whole grain options, are among the healthiest carbs to choose, few consumers are aware of how its benefits stack up against other popular carbohydrates. In fact, when evaluating the perceived health benefits of carbohydrates in their diets, bread is not top of mind with consumers. When asked to consider "good" or "healthy" carbs, Americans identified the following: TOP

• Rice -- 69 percent

• Potatoes -- 49 percent

• Pasta -- 46 percent

• Bread -- 36 percent

The misperception of bread as less healthy by many consumers is of particular concern to health professionals. "Americans have been bombarded with information about so many different diets that they incorrectly perceive bread to be a 'bad' food, whereas bread is one of the healthiest and most nutrient-rich carbohydrates," said Carolyn O'Neil, registered dietitian and former CNN nutrition correspondent. "The vital nutrients found in whole grain bread, such as fiber, vitamins and minerals, are proven to reduce the risk of coronary heart disease, in addition to providing many other health benefits. Cutting bread from the diet simply is not the answer for people concerned with long-term health." TOP

Popular Diet Seen as Negative;
Love of Carbs is Number One Reason for Quitting

Sixteen percent of survey respondents said they have been on a low or no- carb diet during the last year. Similarly, 15 percent have been on a low fat diet, while 8 percent have worked to lose weight by controlling calories. However, the nation as a whole is not supportive of the low carb diet trend, according to the research findings.

"While low carb dieting gains in popularity, the research demonstrates wide-scale skepticism about such diets as Atkins," said Beth Schapiro, Ph.D., principal of Schapiro Research Group. "Consumers with positive opinions of low carb diets are very much in the minority."

Among those with clear opinions about the most popular low carb diet, the majority have a negative perception.

• 26 percent think it is just the latest fad diet

• 24 percent believe that it is a dangerous or unsafe diet

• 24 percent think it is a healthy and fast way to lose weight

• 23 percent don't have an opinion of the diet

For those who do choose a low carb diet, the reduction of carbohydrates poses a significant challenge for long term success. In fact, according to the survey of those who were on the diet during the last year, the number one reason for quitting (41 percent) was the difficulty of sacrificing carbohydrates. By comparison: TOP

• 27 percent of those who tried the diet achieved their weight loss goal

• 13 percent quit the diet for health reasons

• 10 percent did not achieve the desired weight loss results

Food Pyramid Largely Misunderstood

The survey also found that the majority of Americans do not know the basics of the Food Guide Pyramid, the USDA sanctioned guide to choosing foods each day as part of a healthy, balanced diet.

Only 17 percent of consumers correctly identified that breads and other grains are the base of the Food Guide Pyramid, meaning more servings should be eaten each day as part of a healthy diet than any other food group. When asked which food group should have more servings consumed each day according to the Food Guide Pyramid:

• 37 percent incorrectly identified fruits as the group that should be eaten more per day

• 28 percent incorrectly identified vegetables

• 17 percent correctly identified grains, such as bread, cereal, rice and pasta

As leaders within the bread industry engage in dialogue about evolving consumer trends, they urge Americans to recognize the importance of bread and grains in a healthy, balanced diet. "We also urge people to remember the significance of bread as the symbol of sustenance -- both physically and culturally. Bread is not only an essential part of a healthy diet, but there is a cultural reason why we 'break bread' together," said Davis. "To deny ourselves the experience of baking and eating bread is to deny a powerful tradition dating back thousands of years." TOP

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SURVEY: Low Carb-No Carb
& the Health Benefits Sacrificed

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The Truth About Carbs

Source: National Bread Leadership Council
The National Bread Leadership Council's mission is to serve the bread and baking industries as an informational and educational resource by connecting industry leaders to each other, conducting and disseminating research and hosting roundtable meetings and issues-based conferences. For more information, visit .