Cauliflower rice has become incredibly popular, especially with recipes featuring this vegetable gaining traction on Pinterest. Consumers have adopted this low-carb option, which is processed in a food processor until it resembles rice or couscous. Similar to rice, cauliflower rice absorbs flavors well and offers a substantially lower nutritional profile, containing just 5 grams of carbohydrates and 25 calories per 100 grams, compared to 28 grams of carbohydrates and 130 calories for the same amount of rice. This has positioned it as a favored ingredient in weight-loss recipes.
The rising trend has disrupted the rice industry, which asserts that “only rice is rice,” arguing that labeling vegetables as “rice” could confuse consumers. Just as the U.S. dairy industry has struggled to exclude plant-based alternatives from the definition of “milk,” it is likely that the rice industry will face challenges in persuading the FDA to limit the definition of cereal grains.
While cauliflower rice remains the most popular alternative, other uses for the vegetable, such as cauliflower mash and cauliflower pizza crust, are also gaining popularity. It will be intriguing to see if the success of products like Caulipower’s pizza crusts encourages major manufacturers to develop similar items. The industry has already witnessed the emergence of vegetable chips as alternatives to potato chips, and Del Monte has recently introduced a line of vegetable “pasta” made from ingredients like zucchini, butternut squash, and sweet potato.
In addition to their health benefits, a key selling point for these products is that homemade versions can be time-consuming to prepare. Brands like Caulipower and Del Monte are banking on the notion that consumers will prefer a convenient product that offers health benefits, such as vitamin D3 and calcium citrate, without the hassle of preparation. As the demand for healthy convenience foods continues to grow, this prediction seems well-founded.