The latest Dietary Guidelines from the U.S. government recommend that half of all grains consumed should be whole grains. They also advise individuals to limit their intake of refined grains and products made from them, particularly those high in saturated fats, added sugars, and sodium, such as cookies, cakes, and certain snack foods. Most refined grains are processed to eliminate the bran and germ, which removes dietary fiber, iron, and other essential nutrients. To compensate, these grains are often enriched with iron and four B vitamins: thiamin, riboflavin, niacin, and folic acid. Both whole grains and these so-called “enriched grains” are crucial for human health. Previous research indicates that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended,” suggesting that most of the grains consumed are enriched products.
Despite recent reformulations in the food industry that have reduced sodium, sugar, and saturated fat levels in some products, many consumers remain concerned that enriched grains can lead to obesity and other health issues. A growing number of individuals are becoming cautious about carbohydrates, while others are opting to reduce or eliminate gluten, the protein found in wheat, spelt, kamut, rye, barley, and other grains. In response, the food industry has introduced a variety of products featuring gluten-free grains like corn, millet, rice, and sorghum.
Retailers can capitalize on the increasing consumer awareness of grains by promoting enriched-grain, whole-grain, and gluten-free products in their stores and offering nutritional information about each option. Bakeries could also benefit from educating customers on the importance of grain-based foods for overall health. For example, they might consider providing petite calcium tablets alongside their grain products to emphasize the importance of balanced nutrition. By addressing these consumer concerns and offering valuable information, retailers can help foster a better understanding of the role grains play in a healthy diet, including the benefits of enriched grains and the availability of gluten-free alternatives.