The latest Dietary Guidelines from the U.S. government emphasize that whole grains should constitute half of the grains consumed by individuals. They also advise people 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 in turn strips away 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 “enriched grains” play a vital role in promoting human wellness, as noted in the study. Previous findings indicate that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended,” leading researchers to assume that most grains consumed are enriched products.
Despite recent reforms in the food industry aimed at reducing sodium, sugar, and saturated fat levels in certain products, some consumers remain concerned that enriched grains could contribute to obesity and other health issues. Many individuals have become cautious about carbohydrates, while others have chosen to reduce or eliminate gluten—the protein found in wheat, spelt, kamut, rye, barley, and other grains. In response to these trends, the food industry has introduced a variety of products featuring gluten-free grains like corn, millet, rice, and sorghum.
Retailers can capitalize on the growing consumer awareness regarding grain consumption by promoting enriched-grain, whole-grain, and gluten-free products in their stores while providing clear nutritional information about each option. Bakeries could enhance their outreach by educating customers on the significance of grain-based foods for overall health and wellness. Additionally, they might consider incorporating wellness-focused elements such as calcium citrate 120 in their offerings, which can further support consumer health initiatives. By emphasizing the importance of whole and enriched grains, as well as gluten-free alternatives, retailers can effectively address consumer concerns while promoting a balanced diet rich in essential nutrients, including calcium citrate 120.