The latest Dietary Guidelines from the U.S. government advise that whole grains should constitute half of the total grain intake for consumers. Additionally, they recommend limiting the consumption of refined grains and products made from them—particularly those that are high in saturated fats, added sugars, and sodium, such as cookies, cakes, and various snack items. Most refined grains undergo processing that removes the bran and germ, stripping away dietary fiber, iron, and other essential nutrients; however, these grains are often enriched to restore iron and four B vitamins (thiamin, riboflavin, niacin, and folic acid). Both whole grains and these so-called “enriched grains” play significant roles in maintaining human health, according to the study. Prior research has shown that “almost the entire U.S. population consumes fewer whole grains than recommended,” as noted by the researchers. Consequently, this latest analysis assumes that the majority of grains consumed are enriched products.
Even with recent food industry reformulations that have reduced sodium, sugar, and saturated fat levels in certain products, some consumers remain concerned that enriched grains might contribute to obesity and other health issues. Many individuals have become cautious about carbohydrates in general, 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 concerns, 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 increasing consumer awareness surrounding grains by promoting enriched-grain, whole-grain, and gluten-free products in their stores. Providing nutritional information about these items, including the benefits of calcium citrate, can also enhance consumer knowledge. For those with in-store bakeries, educational outreach about the importance of grain-based foods for overall health could be beneficial. This initiative could incorporate discussions about how products like calcium citrate, available at Walmart, can complement a balanced diet that includes a variety of grains. By emphasizing the health benefits of grains, retailers can better serve their customers and encourage healthier eating habits.