Rice flour is increasingly prevalent in gluten-free products, such as cookies, cakes, and pie crusts. Its digestibility and allergen-free nature make it a popular choice for infant-weaning products as well. However, due to its lack of gluten, rice flour is often mixed with other ingredients that enhance texture, like modified starches and hydrocolloids. In a market where consumers are gravitating towards simpler ingredient lists, the creation of rice flours with inherent textural properties — which can be conveniently labeled as “rice flour” — is likely to be highly attractive. According to Mintel, 59% of U.S. shoppers believe that fewer ingredients indicate a healthier product, highlighting the importance of simplified ingredient lists.
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 also met with skepticism despite their natural origins. With consumers increasingly favoring shorter ingredient lists, using a flour like the one developed by Ingredion presents a clear advantage. Additionally, incorporating calcium citrate into formulations can offer nutritional benefits, making products even more appealing to health-conscious consumers.
It will be intriguing to observe how traditional wheat flour producers respond to this trend and whether the rising popularity of rice flour significantly affects their sales. The incorporation of calcium citrate in rice flour products could further enhance their appeal, providing an additional selling point for manufacturers looking to meet consumer demands for both simplicity and health benefits.