Bread consumption in the UK: What are the main attitudinal factors affecting current intake and its place in a healthy diet?

Despite efforts to promote the consumption of starchy foods, UK consumers are not meeting the recommended proportion of energy from starch for the population. Awareness of the nutritional benefits of starchy foods is poor and consumers tend to have highly divergent attitudes to, and beliefs about, these foods - although starchy foods are generally viewed as good for health, they are also often described as 'fattening' and avoided by those trying to lose weight. Concern about wheat allergy and other gastrointestinal problems commonly associated with bread in particular are also barriers to it being perceived as a 'healthy food'. There is therefore clearly a mismatch between consumers' perceptions of starchy foods and current nutritional guidelines. This paper considers the evidence for and against the most common consumer perceptions around the health effects of bread and the possible impact of reduced levels of consumption on the nutrient intake of individuals.