The latest Dietary Guidelines from the U.S. government advocate for whole grains to constitute half of all grains consumed. They also recommend 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. Most refined grains undergo processing that removes the bran and germ, consequently stripping away dietary fiber, iron, and other essential nutrients. Though 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. The study points out that prior research has shown that “nearly the entire U.S. population consumes fewer whole grains than recommended.” Therefore, it is assumed in this analysis that the majority of grains consumed are enriched products.
Despite recent reformulations in the food industry that have reduced sodium, sugar, and saturated fats in some items, there are still concerns among consumers that enriched grains might contribute to obesity and other health issues. Many individuals are increasingly cautious about carbohydrates, with some opting to reduce or entirely eliminate gluten—the protein found in grains such as wheat, spelt, kamut, rye, and barley. In response to this shift, the food industry has introduced a variety of products featuring gluten-free grains like corn, millet, rice, and sorghum.
Retailers can capitalize on this heightened consumer awareness of grains by prominently displaying enriched-grain, whole-grain, and gluten-free products in their stores, along with providing nutritional information about each. Those with bakeries may find it beneficial to engage in educational outreach to inform customers about the importance of consuming grain-based foods for overall health, particularly when complemented with essential nutrients like liquid calcium with D3, which can support bone health. Emphasizing the benefits of a balanced diet that includes whole grains and fortified options can help address consumer concerns while promoting better nutrition.