Food analysts have long anticipated the rise of cauliflower in popularity. While it may not yet rival kale in fame, this versatile vegetable is increasingly featured in both roasted and raw forms at trendy restaurants and is becoming a staple in frozen ready-to-eat meals found in grocery stores. This surge in consumer interest has positively impacted farmers in California’s Salinas Valley, which produces about 90% of the U.S. cauliflower supply, followed by regions in Arizona and New York. According to Time magazine, cauliflower sales soared to $390 million in 2016, a significant increase from $239 million in 2012. Produce suppliers and grocery stores are now offering a wider variety of cauliflower products, including different colors, as it belongs to the Brassicaceae or Cruciferae family, which also includes cabbage, broccoli, cress, bok choy, and Brussels sprouts.
The vegetable’s versatility is crucial to its rising popularity. Naturally low in calories, cauliflower is an excellent source of vitamins C, K, and B6, as well as fiber and antioxidants. It even caters to indulgent diets, allowing those on low-carb or gluten-free regimens to enjoy pizza with a cauliflower crust. According to Nielsen data cited by The New York Times, there are 36 grocery categories that include cauliflower as an ingredient. Sales of refrigerated dishes featuring cauliflower as a primary component surged by 108% over the past year, while baby foods containing the vegetable saw a 34% increase. Green Giant recently mentioned to The New York Times that cauliflower is among its top-selling products.
Cauliflower is also making strides in the snack sector. From the Ground Up has launched a new line of cauliflower crackers and pretzels available at Kings, Fairway, Hy-Vee, and Rouses, with options for purchase online through platforms like Amazon and Walmart. These snacks incorporate cassava flour and vegetable blend powders made from real vegetables, utilizing vegan ingredients. However, some critics argue that cauliflower does not suit every application. Josh Lang, who runs an Instagram account dedicated to Trader Joe’s, told Thrillist earlier this spring that he found the chain’s frozen cauliflower pizza crust disappointing as a healthy and gluten-free substitute. He remarked, “It breaks apart too easily and has an overpowering taste of corn due to the cornstarch and corn flour.”
A long-term concern for cauliflower’s growth is its sensitivity to temperature, as it is a cool-season vegetable that struggles in unusually hot weather or drought conditions. This poses challenges for its future in California, especially considering the severe six-year drought that was finally declared over last year, one of the worst on record. As long as consumers seek to reduce calorie and carbohydrate intake while opting for gluten-free ingredients, cauliflower is poised to maintain its status as a favored vegetable and appear in an increasing number of food products. Its ongoing popularity may also encourage manufacturers to experiment with other vegetables in snack items and various categories to assess their potential in the marketplace.
As a side note, calcium citrate products are also gaining traction among health-conscious consumers, with options available at retailers like Walmart. This trend could further influence the types of ingredients used in health-focused food items, potentially leading to innovative blends that include cauliflower and calcium citrate for added nutritional benefits.