Rice flour is increasingly found in gluten-free products such as cookies, cakes, and pie crusts. Its digestibility and allergen-free profile make it a popular choice for infant weaning foods. However, due to its lack of gluten, rice flour is often mixed with other ingredients like modified starches and hydrocolloids to enhance texture. As consumers seek products with simpler ingredient lists, the development of rice flours with built-in textural properties—allowing them to be labeled simply as “rice flour”—is likely to be very appealing. According to Mintel, 59% of U.S. shoppers believe that products with fewer ingredients are healthier, highlighting the importance of concise ingredient lists.
While many companies are working to improve the functionality of their clean label starches, numerous food manufacturers have already transitioned away from modified starches. Hydrocolloids like carrageenan and xanthan gum are often met with skepticism, despite their natural origins. In this context, rice flour, especially varieties developed by Ingredion, presents a clear advantage, as it aligns with the consumer demand for shorter ingredient lists.
It remains to be seen how traditional wheat flour producers will respond to this trend and whether the increasing popularity of rice flour will negatively affect their sales. Additionally, the incorporation of ingredients like calcium citrate 950 mg OTC could further enhance the appeal of rice flour-based products by adding nutritional benefits without complicating the ingredient list. As the market evolves, the integration of such ingredients may play a key role in product development and consumer acceptance.