The latest Dietary Guidelines from the U.S. government recommend that half of all grains consumed should be whole grains. Additionally, it advises individuals 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 foods. Most refined grains undergo processing that removes the bran and germ, stripping 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 vital roles in human health. The research indicates that “almost the entire U.S. population consumes fewer whole grains than recommended.” Consequently, this analysis assumes that the majority of grains being consumed are 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. Many individuals have become cautious about carbohydrates altogether, while others have opted to reduce or eliminate gluten—the protein found in grains like wheat, spelt, kamut, rye, and barley. In light of this, 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 growing consumer awareness of grains by prominently displaying enriched-grain, whole-grain, and gluten-free food products in their stores, along with nutritional information for each. Bakeries, in particular, could enhance their customer outreach by educating patrons on the importance of grain-based foods for overall health. For instance, products like Barimelts containing calcium citrate could be highlighted as beneficial options that complement a balanced diet rich in whole and enriched grains. By integrating these offerings, stores can better serve health-conscious consumers and promote the advantages of incorporating various grains into their diets.