Consumers are navigating more nutrition information than ever through social media, news outlets, and packaging labels. While interest in healthy eating is high, confusion persists about what “healthy” truly means and which claims can be trusted.
For food companies, this creates both a challenge and an opportunity: to provide clarity and position ingredient transparency as a foundation of trust.
Consumers Want Clarity
According to a 2025 Ardent Mills survey of more than 1,000 U.S. consumers:
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73% reported making positive changes to their eating behavior in the past year.
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More than half believe food manufacturers and brands share responsibility for enabling healthy eating.
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Three-quarters see these companies as trustworthy sources of information about what goes into their food.
While motivation is high, consumers admit they lack knowledge and confidence about what truly defines healthy eating. This opens the door for companies to provide reliable education on ingredients and nutrition.
Ingredients Drive Purchase Decisions
The survey highlights the growing role of ingredients in shaping consumer choices:
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Over 90% say ingredients directly influence purchase decisions.
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89% believe grains are good for the body.
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88% say grains contribute to a nutrient-rich diet.
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85% are more likely to purchase products with familiar ingredients.
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46% actively seek out foods that include grains.
This illustrates that ingredient transparency is no longer secondary, it is central to consumer trust, brand loyalty, and product success.
Why Grains and Pulses Stand Out
Grains and pulses remain staples in nearly all American households and are viewed as versatile, nutritious, and accessible. Their perceived benefits include:
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Fiber and plant-based protein content.
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Rich micronutrient profile.
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Familiarity, taste, and texture.
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Affordability and broad availability.
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Sustainable characteristics compared to other inputs.
More than 70% of consumers also report enjoying the experience of eating grains, which reinforces their appeal across demographics.
Strategic Insights for Food Leaders
For executives, the research underscores a few priorities:
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Highlight Ingredient Purpose and Benefits
Go beyond listing ingredients. Share their role in supporting nutrition, satiety, and affordability. -
Lead with Familiar Ingredients
Consumers gravitate toward transparency. Position recognizable ingredients like grains and pulses at the center of messaging. -
Connect Nutrition with Enjoyment
Consumers see no trade-off between taste and health when it comes to grains and pulses. Leverage this dual perception. -
Clarify Industry Terms
Buzzwords like “clean label,” “UPF,” or “GLP-1 friendly” often confuse consumers. Linking familiar ingredients to these concepts can ground the conversation in clarity.
The Takeaway
Consumers are motivated to make healthier choices but want clear, trustworthy guidance to do so. Ingredient transparency is increasingly seen as a marker of credibility, with grains and pulses playing an outsized role in driving purchase intent.
For food companies, this is an opportunity to own the ingredient conversation—aligning messaging with consumer goals, strengthening trust, and turning one-time purchases into long-term brand loyalty.
