DENVER – Most consumers in an Ardent Mills survey expressed interest in buying an item containing ancient grains, and nearly 90% said they wanted to know more about ancient grains. Denver-based Ardent Mills contacted 1,001 US consumers of the ages 18 or older online Aug. 19-23.
The survey found 63% of respondents said they either were very familiar with ancient grains or had heard of them. Sixty-one percent said they definitely or probably would purchase an item with ancient grains from a grocer. The percentages were higher for consumers of the ages 18 to 34 at 65% and 35 to 52 at 64%. While 85% said they were interested in the nutritional benefits of ancient grains, 82% said they were interested in functional benefits.