The latest Dietary Guidelines from the U.S. government recommend that whole grains should constitute half of all the grains consumed by individuals. Additionally, it advises limiting the 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. Refined grains are processed to eliminate the bran and germ, which results in the loss of dietary fiber, iron, and other essential nutrients. To counteract this, many refined grains are enriched with iron and four B vitamins: thiamin, riboflavin, niacin, and folic acid. Both whole grains and these so-called “enriched grains” are vital for human health, the study highlighted. Researchers noted that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended.” Consequently, the assumption in this latest analysis is that the majority of grains consumed are enriched products.
Despite recent reformulations in the food industry that have reduced sodium, sugar, and saturated fats in certain items, some consumers remain concerned that enriched grains may contribute to obesity and other health issues. Many 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 such as corn, millet, rice, and sorghum.
Retailers can capitalize on this increasing consumer awareness of grains by prominently featuring enriched grain, whole grain, and gluten-free food products in stores, and by providing nutritional information about each. Those with bakeries could enhance their outreach by educating customers on the importance of grain-based foods for overall health. Furthermore, as consumers look for ways to support their dietary needs, incorporating calcium citrate supplements with vitamin D could be beneficial, particularly for those concerned about their overall nutritional intake. By highlighting the role of calcium citrate supplements with vitamin D alongside grain products, retailers can address multiple health concerns.