When it comes to nutrition, consumers are navigating lots of information, and it’s coming at them at a faster pace than ever before. From news outlets to social media platforms, the sheer volume of sources sharing nutrition information can feel overwhelming. Consumers want to make healthy changes, and they’re ready to take thoughtful steps to get there… but what information should they pay attention to, and which sources should they trust to help them sift through the details to uncover meaningful insights?
According to a 2025 Ardent Mills survey of more than 1,000 U.S. consumers, 73% report that they’ve positively changed their eating behavior in the last year. But questions still linger.
While consumers are clearly motivated to seek better choices, finding the path to lasting change isn’t easy. There’s room for clarity and direction. These same consumers admit they lack knowledge about and confidence in what “healthy eating” truly means. Are there better options they haven’t thought about?
Consumers Want Insights, Not Hype
To navigate these choices, consumers are looking for guidance. There are many places to turn for information, but they rely on the food manufacturers and brands they trust most to provide it. Besides themselves, more than half of the consumers surveyed by Ardent Mills believe food manufacturers and brands have primary responsibility for enabling healthy eating. Three-quarters of consumers view these companies as trustworthy sources of information about what goes into their food.
What does this mean for you? There’s a big opportunity to guide consumers toward healthier habits. People are clear about what they want: real foods that help them meet their whole nutrition goals. Your company can deliver by showing how key ingredients like grains and pulses play a vital role in balanced, nourishing diets.
Consumers Trust You … Are You Ready to Tell Your Story?
In the past, it wasn’t always clear how specific ingredients influenced perceptions of healthy eating. But Ardent Mills’ consumer research demonstrates the close link between ingredients — specifically grains and pulses — and the role they play in driving purchase intent and creating trust. Today, more than 90% of consumers say ingredients play a direct role in determining the foods they buy and eat. Ingredient transparency and quality matter more than ever.
Grains stand out as the foundation for nutrition for many reasons. They can be:
- A good source of fiber and plant-based protein
- Rich in micronutrients
- Appreciated for their taste and texture
- Foundational and versatile
- Considered to have sustainable characteristics
- Affordable for consumers
And consumers agree, with 89% saying grains are good for the body, and 88% saying they contribute to a nutrient-rich diet.
When it’s clear that food incorporates ingredients consumers are familiar and comfortable with, such as grains and pulses, 85% are more likely to take it straight to the checkout counter.
Almost half of consumers (46%) not only choose foods that include grains — they purposefully seek them out. For brands, this presents a clear moment to highlight the benefits of grains to meet consumer demand.
“Nearly all American households have bread, cereal, pasta, or crackers in the house,” points out Angie Goldberg, chief growth officer at Ardent Mills. “Grains support consumers at every step of their health journey, whether they’re on GLP-1 diets, concerned about ultra-processed foods, or seeking cleaner labels.”
4 Simple Strategies to Empower Consumers
Ingredients are no longer hidden in the details; they’ve become the main event, and consumers want and need to know more about them and their role in nutrition.
By educating your customers about the ingredients they choose and their impact on health and wellness, you can position your brand as their trusted resource.
The education you provide doesn’t have to be complicated. There are smart, simple strategies you can use to help consumers better understand your products.
Share the purpose, benefits, and impact of key ingredients
Consumers want more than a list of ingredients. They want to understand what’s in their food and what specific ingredients can do for them. For instance, consider sharing with consumers how grains and pulses can contribute to fiber and protein intake, satiety, and help manage their monthly food bills. By clearly communicating the purpose, benefits, and impact of ingredients, you can build trust and inspire informed choices.
Lead with familiar, recognizable ingredients
Consumers are drawn to transparency and simple ingredients. Highlighting familiar ingredients on packaging and in messaging instantly builds trust and confidence with them, making your products stand out. When recognizable ingredients sit at the center of your brand story, consumers may feel more compelled to choose your product over others because they feel a connection to it.
Convey the benefits of grains and pulses
More than 70% of consumers say they enjoy the experience of eating grains. With grains and pulses, you don’t have to compromise on taste or texture. Consumers know these ingredients deliver on these qualities, which gives you a powerful advantage. Grains and pulses also help you make affordable products that taste great and are nutritious.
Demystify terms like “clean label,” “UPF,” and “GLP-1 friendly”
Terms like “clean label,” “ultra-processed foods (UPFs),” and “GLP-1 friendly” can be found almost everywhere, but consumers are only somewhat familiar with what these terms mean. (This is understandable, especially when the food industry doesn’t have standard definitions in place.) Grains and pulses naturally fit as a solution for these headlines. Even more importantly, they support a well-balanced, nutrient-rich diet that stands the test of time
Own the Ingredient Conversation
Food brands and manufacturers can own the ingredient conversation to win consumer trust and loyalty, and it starts with education.
Taking time to align messaging with consumer goals and concerns creates investment and engagement, turning product purchases into longer-term habits. People stay loyal to brands that speak their language and reflect their goals — right down to the label.
Learn more at ardentmills.com.
