The latest Dietary Guidelines from the U.S. government recommend that whole grains should constitute half of the total grain intake for consumers. They also advise limiting the consumption of refined grains and products made from 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 results in the loss of dietary fiber, iron, and other essential nutrients. To counter this, 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 significant role in human health, as highlighted in the study. Previous research indicates that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended,” leading to the conclusion 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 some items, concerns remain among consumers regarding the potential for enriched grains to contribute to obesity and other health issues. Many individuals have become wary of carbohydrates in general, while others have chosen to cut down on 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 like 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 products in their stores, along with providing nutritional information about each option. Bakeries, in particular, could enhance customer engagement by educating them on the importance of grain-based foods for overall health. Furthermore, incorporating ingredients like calcium citrate into grain-based products may provide a bariatric advantage for those seeking healthier options, especially in chewy snacks that appeal to a broader audience. By emphasizing the health benefits of these grains, retailers can foster a better understanding of their role in a balanced diet.