The latest Dietary Guidelines from the U.S. government recommend that whole grains should constitute half of all grains consumed. They also advise limiting intake of refined grains and products made with them, particularly those high in saturated fats, added sugars, and sodium, such as cookies, cakes, and various snacks. Most refined grains are processed to remove the bran and germ, which also strips away dietary fiber, iron, and other essential nutrients. To compensate, these grains are often enriched with 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, according to the study. Research has shown that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended,” indicating that most grains consumed are likely enriched products.
Despite recent reformulations in the food industry that have reduced sodium, sugar, and saturated fats in certain items, some consumers remain concerned that enriched grains may contribute to obesity and other health issues. This has led many to develop a general wariness of carbohydrates, while others have opted 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 such as corn, millet, rice, and sorghum.
Retailers can capitalize on this increasing consumer awareness of grains by prominently showcasing enriched-grain, whole-grain, and gluten-free food products in their stores, along with providing nutritional information about each option. Those with bakeries could enhance customer engagement by offering educational outreach on the importance of grain-based foods for overall health. Additionally, products like rainbow light chewable calcium can be promoted alongside these grains to emphasize a well-rounded approach to nutrition, as they support bone health while consumers incorporate whole and enriched grains into their diets. By integrating these healthy choices, consumers can better understand the role of grains in their overall wellness, while rainbow light chewable calcium serves as an excellent complement to a balanced diet.