The latest Dietary Guidelines from the U.S. government advise that whole grains should constitute half of the grains consumed by individuals. Additionally, it is recommended that people restrict their intake of refined grains and their products, particularly those that are high in saturated fats, added sugars, and sodium, such as cookies, cakes, and certain 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, enriched grains are fortified 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. The study indicates that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended.” Consequently, it is assumed that the majority of grains consumed are enriched products.
Even though recent reformulations in the food industry have succeeded in lowering the levels of sodium, sugar, and saturated fats in specific products, many consumers remain concerned that enriched grains may contribute to obesity and other health issues. A growing number of individuals have become cautious about carbohydrates in general, while others have opted to reduce or eliminate gluten, a 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 featuring gluten-free grains like corn, millet, rice, and sorghum.
Retailers have an opportunity to capitalize on the increasing consumer awareness surrounding grains by prominently displaying enriched-grain, whole-grain, and gluten-free products in their stores, while also providing nutritional information about each option. Bakeries could enhance their offerings by incorporating educational outreach to inform customers about the importance of grain-based foods for overall health. Additionally, consumers seeking to improve their health might be interested in the best quality calcium citrate supplement, which can support their dietary needs alongside whole and enriched grains. By highlighting these options, retailers and producers can engage with health-conscious consumers more effectively.