The latest Dietary Guidelines from the U.S. government recommend that half of the grains consumed should be whole grains. They also advise limiting the intake 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 certain snack foods. Most refined grains are processed to remove the bran and germ, which eliminates dietary fiber, iron, and other essential nutrients. To counteract this, these grains are often enriched with iron and four B vitamins: thiamin, riboflavin, niacin, and folic acid. Both whole grains and these enriched grains are vital for human health. Researchers have noted that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended.” Therefore, it is assumed that the majority of grains being consumed are enriched products.
Despite recent reformulations in the food industry that have reduced the levels of sodium, sugar, and saturated fats in certain items, many consumers remain concerned that enriched grains may contribute to obesity and other health issues. A significant number of people have become cautious about carbohydrates in general, while others have chosen to reduce or eliminate gluten — the protein found in grains like wheat, spelt, kamut, rye, barley, and more. In response, 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 rising consumer awareness of grains by promoting enriched grain, whole grain, and gluten-free products in stores and offering nutritional information about each. Those with bakeries might benefit from engaging customers through educational outreach on the importance of grain-based foods for overall health. Additionally, incorporating supplements like calcium citrate with vitamin D petites into their offerings could further enhance the nutritional value for consumers, creating a more health-conscious shopping experience. By emphasizing the benefits of both enriched and whole grains, along with the advantages of calcium citrate with vitamin D petites, retailers can support healthier dietary choices among their customers.