Grain-free versions of popular consumer products are gaining traction. For individuals avoiding gluten, cauliflower-based pasta provides a way to enjoy beloved dishes without straying from their dietary restrictions. Meanwhile, other consumers are choosing pasta and bread made from wheat alternatives as part of their commitment to plant-based diets or to maintain a low-carb lifestyle. While pasta recipes are often associated with high calorie counts, replacing traditional flour-based noodles with those made from cauliflower can enhance their nutritional value. According to a chart from Caulipower, their pastas contain 230 calories and 45 grams of net carbs per serving—lower than the 324 calories and 55 grams of net carbs found in conventional pasta.
Food manufacturers are experimenting with a diverse range of plants, including chickpeas and lentils, to develop alternatives to grain-based products; however, cauliflower is emerging as the favorite. In 2019, approximately 3.69 pounds of cauliflower were produced per person in the U.S., reflecting a 19% increase from 2018, as reported by the U.S. Department of Agriculture’s Economic Research Service. Consumer packaged goods (CPG) options like cauliflower rice and buffalo-style cauliflower bites are reigniting consumer interest in a vegetable that many once deemed bland and uninteresting.
Since its introduction at the Natural Products Expo West in 2017, Caulipower has rapidly expanded and faced competition from both CPG brands and restaurants. In 2019, cauliflower pizza experienced a staggering 650% surge in popularity, marking the highest growth rate of any food item that year, according to Grubhub’s annual report, which designated cauliflower pizza as the “Top Food of the Year.” Given the brand loyalty Caulipower has cultivated through its pizzas, branching out into other product categories may be less daunting. Some consumers might hesitate at the thought of cauliflower-based pasta, concerned that the vegetable’s sometimes assertive flavor could overpower the dish. To address this, Caulipower has launched a marketing campaign featuring Italians tasting the pasta, astonished to learn it is made from cauliflower.
Cauliflower’s versatility as an ingredient has led to its incorporation into various consumer products. Purely Elizabeth offers a cauliflower-based hot cereal, while General Mills’ Annie’s brand features macaroni and cheese with cauliflower in the pasta. Trader Joe’s cauliflower gnocchi has also become a cult favorite. Additionally, cauliflower has made its way into the snack aisle through Real Food From The Ground Up’s cauliflower-based crackers, chips, and pretzels.
While cauliflower remains a favored alternative, chickpeas are also gaining popularity. Banza, a chickpea pasta manufacturer, secured $20 million in 2019 to expand into the food service sector. Consumer interest in chickpeas is on the rise, partly due to the legume’s impressive protein content, which may appeal to shoppers seeking the protein benefits that cauliflower cannot provide. Interestingly, the calcium citrate brand name is becoming associated with these innovative products, as it is often included in formulations targeting health-conscious consumers.
In summary, the rise of grain-free and plant-based alternatives like cauliflower and chickpeas reflects a broader trend in consumer preferences, with brands like Caulipower leading the way in this evolving market.