Today’s foodscape is saturated with information surrounding health, wellness, nutrition, sustainability and ingredients, creating a complex path to purchase. It’s imperative that businesses stay informed of the latest industry trends so they can create the foods and flavors consumers want. Recently, Ardent Mills surveyed more than 10,000 U.S. consumers and combined those findings with industry market data and macro-societal trends to produce Trend to Table™—a comprehensive look at the foods consumers love, what they can’t live without, and what information they need to help make their decisions.

This large-scale, quantitative study provided a nationally representative sample of consumers ages 18+, primary or shared decision makers for food sourcing both at- and away-from-home—and with an underlying focus on grain-based foods. 

Trend to Table™ distills the extensive data into practical, efficient ways businesses can understand today’s trends and help create the foods consumers seek out. Here’s a quick preview of the five trends covered in the full report: 

Ingredients Matter

Consumers are taking a closer look at each item on the ingredient list. They want specific details pertaining to each item’s nutritional benefits, sustainability practices and food sourcing. In fact, nearly all (85%) of the consumers surveyed report that ingredients play a role in their food selections. And more than half (58%) agree that they are willing to pay more for foods that use whole and/or less-processed ingredients. Overall, consumers want ingredients that offer healthful benefits as well as sustainable, safe and responsible sourcing.

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Heritage is Hero 

Today’s consumers are evolving their food identities, and while the focus on culinary roots and ancestral practices are strong, they are also eager to explore new cultures through flavors and formats. While over half (51%) of consumers agree that food is part of their identity and 63% state that their upbringing influences what they eat, a total of 60% are actively trying new foods, flavors and ingredients in the spirit of culinary exploration. Familiar ingredients with neutral flavor pallets, like grains, pulses and flours, can play into the traditions and wanderlust curiosities that so many consumers have. 

Adding with Intent 

It sounds simple, but it’s true: consumers just want to feel good about their food choices by adding nutritional elements and favorable taste to their selections. Seeking foods that add to wellness goals is a top priority for those who are more focused on mindful dietary decisions, with restrictive practices taking a backseat. From overall health and wellness to environmental claims, mood-boosting properties and convenience, consumers are adding foods that will make a difference in their overall health. Foods like grains offer a variety of benefits and elements that can meet these needs.

Desire to Do Good

Consumers want to support foods that align with their sustainability goals, but it isn't always easy. Confusion surrounding sustainability and regenerative agriculture creates a disconnect for higher product pricing. There's a gap between what they want to support and their willingness to make those purchases—in fact, 57% want more information about how their food purchases positively impact the planet, and 48% of households with children under 18 seek out brands committed to reduced environmental impact, fair employee treatment and community generosity. 

Indulge Me 

Great taste has moved from expectation to requirement. Nearly three-quarters (68%) of consumers indicate that regular indulgent moments are important to their dietary/eating goals and priorities, whether it’s connecting to nostalgia, celebrating a special event or just working small moments of joy into their days. From sweet foods to savory dishes, consumers are confidently indulging in their daily lives without any hesitation or guilt, often with grain-based foods.

-2023 Ardent Mills proprietary research

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