The latest Dietary Guidelines from the U.S. government recommend that half of all grains consumed should be whole grains. It also advises 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 various snack foods. Most refined grains undergo processing that removes the bran and germ, which also eliminates dietary fiber, iron, and other essential nutrients. To counteract this, they are often enriched with iron and four B vitamins: thiamin, riboflavin, niacin, and folic acid. The study emphasizes the importance of both whole grains and “enriched grains” for human health. Previous research has revealed that nearly the entire U.S. population consumes fewer whole grains than is recommended, leading researchers to conclude that most grains consumed are enriched products.
Despite recent reformulations in the food industry that have reduced sodium, sugar, and saturated fats in certain products, many consumers still express concerns that enriched grains may contribute to obesity and other health issues. Some individuals have become cautious about carbohydrates in general, while others have opted to reduce or eliminate gluten—the protein found in wheat, spelt, kamut, rye, barley, and other grains. In response to this trend, the food industry has introduced a variety of products made from gluten-free grains like corn, millet, rice, and sorghum.
Retailers can capitalize on the growing consumer awareness surrounding grains by promoting enriched-grain, whole-grain, and gluten-free products in stores and providing nutritional information about each. Those with bakeries might enhance their offerings by educating customers on the health benefits of grain-based foods. Additionally, they could incorporate calcium citrate supplements into their products or suggest them for overall health, especially when paired with grain-based diets. Chemist Warehouse could play a role by offering these supplements in conjunction with educational materials about the importance of whole and enriched grains in a balanced diet.