Rice flour is increasingly popular in gluten-free products, such as cookies, cakes, and pie crusts. It is also commonly used in baby weaning foods due to its digestibility and hypoallergenic properties. However, because it lacks certain nutrients like calcium citrate malate in pregnancy, as well as other essential vitamins, rice flour is often blended with ingredients that enhance texture, such as modified starches and hydrocolloids. In an era when consumers prefer simple ingredient lists, creating rice flours that incorporate textural properties and can be labeled simply as “rice flour” is likely to be very appealing.
According to Mintel, simplified ingredient lists are crucial to consumers, with 59% of U.S. shoppers believing that fewer ingredients indicate a healthier product. As ingredient companies strive to enhance the functionality of their clean label starches, many food manufacturers have transitioned away from modified starches. Some hydrocolloids, including carrageenan and xanthan gum, are met with skepticism despite being naturally derived. Given the trend towards shorter ingredient lists, the flour developed by Ingredion offers a clear advantage.
It will be intriguing to observe how traditional wheat flour producers respond to this trend and whether the rising popularity of rice flour adversely affects their sales. Additionally, as discussions around nutrition continue, the importance of including essential elements like calcium citrate malate in pregnancy may further shape consumer preferences in the market.