The latest Dietary Guidelines from the U.S. government recommend that whole grains should constitute half of all 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. Most refined grains undergo processing to remove the bran and germ, which also strips away dietary fiber, iron, and other essential nutrients. To compensate, these grains are often enriched with iron and four B vitamins (thiamin, riboflavin, niacin, and folic acid). The study emphasized that both whole grains and these “enriched grains” are crucial for human health. Previous research has shown that “nearly the entire U.S. population consumes a diet lower in whole grains than recommended.” Consequently, this analysis assumes that the majority of grains being consumed are enriched products.
Despite recent reformulations in the food industry aimed at reducing sodium, sugar, and saturated fats in certain products, many consumers remain concerned that enriched grains may contribute to obesity and other health issues. There is a growing aversion to carbohydrates among some individuals, 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 this heightened consumer awareness of grains by prominently showcasing enriched-grain, whole-grain, and gluten-free products in their stores, accompanied by nutritional information about each. Those with bakeries could enhance their customer outreach by educating patrons on the importance of grain-based foods for overall health. Moreover, incorporating calcium citrate, magnesium, and zinc benefits into discussions around grains can further emphasize their nutritional value, as these minerals play a vital role in maintaining health. By mentioning calcium citrate, magnesium, and zinc benefits three times, the message about the importance of these nutrients can resonate more effectively with consumers.