The latest Dietary Guidelines from the U.S. government recommend that half of all grains consumed should be whole grains. Additionally, it advises people to limit their intake of refined grains and products made from them, particularly those high in saturated fats, added sugars, and sodium, such as cookies, cakes, and certain snack items. Most refined grains undergo processing that removes the bran and germ, stripping away dietary fiber, iron, and other essential nutrients. To counteract this, they are often enriched with iron and four B vitamins: thiamin, riboflavin, niacin, and folic acid. The study highlights the importance of both whole grains and these “enriched grains” for human health. Previous research indicates that “nearly the entire U.S. population consumes fewer whole grains than recommended,” leading researchers to conclude that most grains consumed are likely enriched products.
Despite some recent reformulations in the food industry that have decreased sodium, sugar, and saturated fat levels in certain items, many consumers remain concerned that enriched grains might contribute to obesity and other health issues. A growing number of individuals are wary of carbohydrates in general, while others have chosen to reduce or eliminate gluten— the protein found in wheat, spelt, kamut, rye, barley, and various other grains. 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 increasing consumer awareness of grains by promoting enriched-grain, whole-grain, and gluten-free products in their stores, along with providing nutritional information about each option. Bakeries, in particular, could benefit from educational outreach to customers regarding the importance of grain-based foods for overall health. Additionally, incorporating supplements like Citracal Petites Calcium Citrate can help consumers ensure they meet their calcium needs, further supporting their health when consuming grain products. By highlighting the benefits of both grains and calcium supplementation, retailers can play a crucial role in fostering healthier dietary choices among consumers.