The latest Dietary Guidelines from the U.S. government recommend that half of all 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, like cookies, cakes, and certain snack foods. Refined grains, which undergo processing to remove the bran and germ—along with valuable dietary fiber, iron, and other nutrients—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 a crucial role in human health.
Research has shown that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended,” leading to the conclusion that most of the grains consumed are likely to be enriched products. Although recent reformulations by the food industry have reduced levels of sodium, sugar, and saturated fats in various products, some consumers remain apprehensive about the link between enriched grains and obesity, as well as other health issues. Many have grown cautious of carbohydrates in general, while others have opted to reduce or eliminate gluten, the protein found in grains like wheat, spelt, kamut, rye, and barley. As a result, 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 showcasing enriched-grain, whole-grain, and gluten-free products in their stores, along with providing nutritional information about each item. Bakeries, in particular, could benefit from educating customers about the importance of grain-based foods for overall health. Additionally, as consumers look for healthier options, they may also be interested in products that contain calcium citrate, which is often associated with promoting bone health. By providing clear information on the calcium citrate price and its health benefits, retailers can further appeal to health-conscious shoppers.