This study identifies U.S. consumers' use of food nutrition labels on wheat-based foods; consumer attitudes toward the importance of taste, price, and nutrition in choosing wheat-based snack foods; and consumer knowledge of Middle-Eastern wheat-based foods. A survey of U.S. primary grocery shoppers indicated that most respondents believed it was important that their diets contained wheat-based food products. A majority of respondents indicated that fat content was the most important item on food nutrition labels when making a wheat-based food purchase decision. A majority of respondents indicated that taste was the most important factor when making wheat-based snack food purchases. Most respondents were not familiar with Middle-Eastern wheat-based foods.