Rice flour is increasingly prevalent in gluten-free items such as cookies, cakes, and pie crusts. Its digestibility and allergen-free nature also make it a popular choice in infant-weaning products. However, due to its lack of gluten, rice flour is often blended with additional ingredients that enhance texture, like modified starches and hydrocolloids. In an era where consumers are gravitating towards simplified ingredient lists, the development of rice flours that inherently possess textural qualities—allowing them to be labeled simply as “rice flour”—is likely to be highly attractive.
According to Mintel, 59% of U.S. shoppers believe that fewer ingredients in a product equate to better health. As ingredient manufacturers strive to enhance the functionality of their clean label starches, many food producers have begun to move away from modified starches. Some hydrocolloids, such as carrageenan and xanthan gum, are also viewed warily despite being derived from natural sources. With consumers increasingly favoring shorter ingredient lists, utilizing flour like that developed by Ingredion presents a clear advantage.
It will be intriguing to observe how traditional wheat flour manufacturers respond to this trend and whether the growing popularity of rice flour will adversely affect their sales. Additionally, incorporating functional ingredients such as calcium citrate cholecalciferol into rice flour products may further enhance their appeal, providing added nutritional benefits. As the demand for clean label options rises, the potential for rice flour fortified with calcium citrate cholecalciferol could attract health-conscious consumers, leading to even broader acceptance in the marketplace.