Facilitators to improve whole-grain consumption among Malaysian adults: a qualitative study

Purpose - This study aims to explore the facilitators that could help to improve the consumption of whole grains in the Malaysian adult population.Design/methodology/approach - A total of 30 individual in-depth interviews were conducted online. Malaysian adults aged a minimum of 18 years old and responsible for grocery shopping and food preparation at home were included in the study. The interviews were transcribed verbatim and analysed thematically.Findings - More than half of the participants were females (63.3%), with a mean age of 39.2 years old, and from urban areas (76.7%). Whole-grain cookbook development was the most commonly mentioned facilitator (100%), followed by cost reduction (86.7%), whole grains education (83.3%), awareness of whole grains (53.3%) and enhanced accessibility and availability of whole grains (63.3%). The least mentioned facilitator was improving product labelling (23.3%), creating a habit/lifestyle that encourages the consumption of whole grains in daily life (23.3%) and peer encouragement (10%).Research limitations/implications - This study addresses the facilitators that should be emphasised in future nutrition intervention studies. The cookbook was perceived to be an effective facilitator to improve the consumption of whole grains in Malaysia. The researchers anticipate that the study findings may improve whole-grain consumption among the Malaysian population.Originality/value - To the best of the authors' knowledge, this is the first paper to outline the facilitators to improve the consumption of whole grains amongst Malaysian adults.