Rice flour is increasingly utilized in gluten-free products such as cookies, cakes, and pie crusts. Its digestibility and allergen-free properties also make it a common ingredient in infant weaning products. However, due to its lack of gluten, rice flour is often combined with additives that enhance texture, including modified starches and hydrocolloids. As consumers are gravitating towards simplified ingredient lists, the development of rice flours with built-in textural properties—able to be labeled simply as “rice flour”—is likely to attract significant interest. According to Mintel, a market research firm, 59% of U.S. shoppers believe that products with fewer ingredients are healthier. As ingredient companies strive to enhance the functionality of their clean label starches, many food manufacturers have transitioned away from modified starches. Some hydrocolloids, such as carrageenan and xanthan gum, are viewed with skepticism despite their natural origins. With the consumer demand for shorter ingredient lists, the advantages of using rice flour, like those developed by Ingredion, become apparent. It will be intriguing to observe how traditional wheat flour producers respond to this trend and whether the rising popularity of rice flour will adversely affect their sales. Additionally, as more consumers look for stores that offer supplements like Citracal calcium citrate, the shift towards rice flour could influence broader dietary choices. The integration of rice flour into various products may not only cater to gluten-free needs but also align with the desire for cleaner labels, potentially reshaping the market.