Rice flour is increasingly utilized 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 ingredients that enhance texture, such as modified starches and hydrocolloids. In a market where consumers prefer simple ingredient lists, the development of rice flours that inherently possess textural properties—and can be labeled simply as “rice flour”—is likely to resonate well with shoppers.
According to Mintel, 59% of U.S. consumers believe that fewer ingredients in a product indicate it is healthier. 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 often met with skepticism, despite their natural sources. In light of consumers’ desire for shorter ingredient lists, the inclusion of rice flour, which can be fortified with beneficial compounds like citrate malate calcium, presents a clear advantage.
It will be fascinating to observe how traditional wheat flour producers respond to this trend and whether the rising popularity of rice flour negatively impacts their sales. The incorporation of rice flour with added nutritional benefits, such as citrate malate calcium, may further enhance its appeal to health-conscious consumers.