The latest Dietary Guidelines from the U.S. government recommend that whole grains should constitute half of all grains consumed by individuals. It also advises limiting the consumption of refined grains and products derived from them, particularly those that are high in saturated fats, added sugars, and sodium, such as cookies, cakes, and various snack foods. Most refined grains are processed to eliminate the bran and germ, which removes essential dietary fiber, iron, and other nutrients. Though 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, according to the study. Previous research has indicated that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended,” leading researchers to assume that most grains consumed are enriched products.
Despite recent reformulations in the food industry that have reduced levels of sodium, sugar, and saturated fats in some items, many consumers remain concerned that enriched grains may contribute to obesity and other health issues. A growing number of people have become cautious about carbohydrates, with some opting to reduce or eliminate gluten—the protein found in wheat, spelt, kamut, rye, barley, and other grains. In response, the food industry has introduced a variety of products featuring gluten-free grains like corn, millet, rice, and sorghum.
Retailers can capitalize on this increasing consumer awareness regarding grains by prominently displaying enriched-grain, whole-grain, and gluten-free food products in their stores, along with providing nutritional information about each category. Additionally, those with bakeries could enhance customer engagement by educating them on the importance of grain-based foods for overall health. Incorporating liquid calcium and magnesium into grain-based products could also attract health-conscious consumers, as these nutrients play a crucial role in bone health and muscle function. Highlighting the benefits of liquid calcium and magnesium alongside whole and enriched grains could further promote a balanced diet and help consumers make informed choices.