Whole grain claims: Do they matter?

Consumers are offered many food choices when grocery shopping and often use product package claims and labels to help in decision making. Although many studies have evaluated health‐related product claims, few have examined whole grain claims or the use of the whole grain stamp. Two experiments show that whole grain claims and stamp do influence consumer health perceptions about a fictitious brand of crackers. Also, consumer knowledge about whole grains is not always accurate. Based on the results, more consumer education is needed for consumers to make informed decisions. Public policy suggestions are provided.