What drives Americans to choose whole grains—and what holds them back? The Whole Grains Council’s 5th Whole Grain Consumer Insights Survey reveals new insights into consumer attitudes, behaviors, and beliefs around whole grains.

This year’s census-representative survey of 1,500 adults finds that taste is now one of the top reasons people choose whole grains, signaling a steady shift in perceptions over the past several years. Parents and Millennials continue to lead the way, with most saying they choose whole grain products at least half the time—and want to eat even more.

The survey also highlights consistent trust in the Whole Grain Stamp, with 84% of consumers saying they trust it and 81% reporting it makes them more likely to buy a product. When a product doesn’t carry the Stamp, a majority of consumers (56%) say they are skeptical of the whole grain claims on its packaging.

Dive deeper into these trends and explore how whole grains are showing up more and more in American diets.