The latest Dietary Guidelines from the U.S. government recommend that whole grains should constitute half of the total grain consumption for individuals. Furthermore, it advises limiting the intake of refined grains and products derived 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 also strips away dietary fiber, iron, and other essential nutrients. To counter this loss, they are often enriched with iron and four B vitamins: thiamin, riboflavin, niacin, and folic acid. Both whole grains and these “enriched grains” play a crucial role in supporting human health, as highlighted in the study. Prior research has shown that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended,” according to the researchers. Consequently, the assumption in this analysis is that most of the grains being consumed are enriched products.
Despite recent reformulations in the food industry that have reduced sodium, sugar, and saturated fat levels in certain products, some consumers remain concerned that enriched grains may contribute to obesity and other health issues. Many individuals have developed a general wariness of carbohydrates, while others have opted 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 such as corn, millet, rice, and sorghum.
Retailers can capitalize on the increased consumer awareness surrounding grains by promoting enriched-grain, whole-grain, and gluten-free products in their stores while providing nutritional information about each option. Those with bakeries might find it beneficial to educate customers on the importance of grain-based foods for overall health. Additionally, incorporating supplements like Walgreens calcium citrate could further enhance the nutritional value of these grain-based offerings. By addressing these concerns and promoting a balanced approach to grain consumption, retailers can help consumers make informed choices that support their health.