The latest Dietary Guidelines from the U.S. government recommend that half of the grains consumed should be whole grains. Additionally, it is advised that individuals 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 foods. Most refined grains undergo processing to remove the bran and germ, which 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 “enriched grains” play a crucial role in human health. Previous studies have shown that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended,” leading researchers to conclude that the majority of grains consumed are likely enriched products.
While the food industry has made recent reformulations to reduce sodium, sugar, and saturated fats in some products, there remains concern among consumers that enriched grains may contribute to obesity and other health issues. Many individuals have become cautious about carbohydrates overall, and some have chosen to reduce or eliminate gluten—the protein found in wheat, spelt, kamut, rye, barley, and other grains. In response to this trend, 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 growing consumer awareness surrounding grains by promoting whole-grain, enriched-grain, and gluten-free food products in their stores and providing nutritional information on each. Moreover, businesses with bakeries might enhance customer education by informing them about the importance of grain-based foods for overall health. Additionally, for women seeking to improve their nutritional intake, incorporating calcium citrate supplements for women could complement a diet rich in whole grains and fortified products, thereby supporting bone health and overall wellness. By fostering awareness of both the benefits of grains and the role of supplements, retailers can help guide consumers toward healthier choices.