American millers are grinding increasing amounts of wheat into flour to meet consumer demand. Flour consumption in the United States has grown almost steadily since 1970, with per capita intake rising by 24 pounds, or an average of over 1 pound each year. And American consumer spending on bakery products topped $50 billion in 1990. Growing interest in healthy eating and convenience has set the pace for this growth. Consumers have been boosting their consumption of fiber, bran, and whole grains. At the same time, they are buying more highly processed convenience foods—like sandwiches, pizzas, and tortillas—which often contain large amounts of flour. This situation reflects a turnaround in flour's fortunes. Per capita consumption of flour is estimated at 135 pounds in 1990—the highest level since the early 1950's and 10 pounds over 1985's mark (figure /). This trend is in sharp contrast to the declining flour consumption levels recorded in the 1960's and early 1970's. It is also one of the first reversals in flour consumption in the developed world.