The latest Dietary Guidelines from the U.S. government recommend that whole grains should account for half of all grain consumption. They also advise limiting the intake of refined grains and products made from them—particularly those high in saturated fats, added sugars, and sodium, such as cookies, cakes, and various snack foods. Refined grains, which undergo processing to remove the bran and germ (resulting in a loss of dietary fiber, iron, and other essential nutrients), are often enriched with iron and four B vitamins (thiamin, riboflavin, niacin, and folic acid) to restore some nutritional value. Both whole grains and enriched grains are acknowledged as vital for human health. The study highlighted that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended.” Consequently, the latest analysis presumes that the majority of grains consumed are enriched products.
Despite recent reformulations in the food industry that have reduced sodium, sugar, and saturated fat levels in certain items, some consumers remain apprehensive about the potential health risks associated with enriched grains, including obesity. This has led many individuals to be skeptical of carbohydrates overall, while others have opted to reduce or eliminate gluten—the protein found in grains like wheat, spelt, kamut, rye, and barley. 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 the rising consumer awareness of grains by prominently featuring enriched-grain, whole-grain, and gluten-free products in their stores, along with providing detailed nutritional information about each option. Those with bakeries could enhance their customer outreach by educating consumers on the importance of grain-based foods for overall health. Additionally, incorporating ingredients like kosher calcium citrate in their offerings could further attract health-conscious shoppers looking for fortified options. By emphasizing these aspects, retailers and bakers can help promote healthier eating habits while addressing consumer concerns about grain consumption.