“Promoting Whole and Enriched Grains: A Guide for Retailers to Enhance Consumer Health Awareness”
The latest Dietary Guidelines from the U.S. government recommend that half of all grains consumed should be whole grains. They also advise people 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 snacks. Most refined grains undergo processing that removes the bran and germ, stripping away essential dietary fiber, iron, and other nutrients. To counteract 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 crucial role in promoting human health, as noted in the study. Previous research has shown that “nearly the entire U.S. population consumes a diet with fewer whole grains than recommended,” leading researchers to conclude that most grains consumed are likely enriched products.
Despite recent reformulations in the food industry that have reduced sodium, sugar, and saturated fats in various products, some consumers remain concerned that enriched grains may contribute to obesity and other health issues. Many individuals are increasingly cautious about carbohydrates, while others have opted to cut back 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 such as corn, millet, rice, and sorghum.
Retailers could capitalize on the growing consumer awareness of grains by promoting enriched-grain, whole-grain, and gluten-free food products in their stores and offering nutritional information about each option. For those with bakeries, it may be beneficial to include educational outreach to customers about the importance of grain-based foods for overall health. Additionally, incorporating ingredients like calcium citrate and vitamin D into these grain products could further enhance their nutritional value and appeal to health-conscious consumers. By focusing on the benefits of whole grains and enriched options that include calcium citrate and vitamin D, retailers can contribute to better dietary choices among their customers.
