Consumer Behaviour in The Market of Wholegrain Products

One of the basic values of healthy diet is wholegrain products, to the consumption of which large attention has been paid over the recent 10 years. The supply of wholegrain products sharply rose in the world over the recent decade. The research aim is to ascertain the behaviour of consumers on the market of wholegrain products. The method of questionnaire survey was employed in the research. Latvian consumers were surveyed and the survey result was compared with the behaviour of consumers of European countries. The highest share of permanent consumers of wholegrain products was observed in Finland and Latvia, where they accounted for 69% of the total number of individuals surveyed. The number of permanent consumers of wholegrain products reached 57% in Great Britain, 46.8% in Germany, and only 36.6% in Italy. Of the Latvian consumers, 50% believed that wholegrain products were tasty and healthy, and only 15% of the respondents believed that wholegrain products were rich in fibre, which was the basic motivation of consumers in the entire world for consuming wholegrain products. The most popular wholegrain products in Latvia were wholegrain bread and breakfast cereals.