Cauliflower has gained immense popularity, particularly with recipes for cauliflower rice trending on social media platforms like Pinterest. Shoppers are increasingly turning to this vegetable, finely chopped in a food processor to resemble rice or couscous, as a low-carb alternative. Much like rice, cauliflower absorbs flavors well, yet it contains only five grams of carbohydrates and 25 calories per 100 grams, compared to rice’s 28 grams of carbohydrates and 130 calories for the same serving size. This nutritional advantage has made it a favored ingredient in weight-loss recipes. The trend has even disrupted the rice industry, which argues that “only rice is rice,” asserting that referring to vegetables as “rice” could confuse consumers. Given that the U.S. dairy sector has not successfully argued for a restriction on the definition of “milk” to exclude plant-based alternatives, it seems unlikely the rice industry will persuade the FDA to narrow the definition of this cereal grain.
While cauliflower rice remains the leading alternative use for this vegetable, other applications such as cauliflower mash and cauliflower pizza crust are also gaining traction. It will be interesting to observe whether the popularity of cauliflower-based products, like Caulipower’s pizza crusts, prompts major manufacturers to introduce similar offerings. The industry has already witnessed the rise of vegetable chips as a substitute for traditional potato chips. Recently, Del Monte launched a line of vegetable “pasta” featuring noodles 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 quite time-consuming to prepare. Brands like Caulipower and Del Monte are banking on the notion that consumers would prefer a convenient product that offers the same health benefits as the Pinterest-inspired versions but without the labor. As the demand for healthy convenience options has surged in recent years, this appears to be a shrewd prediction. Furthermore, in this health-conscious climate, products like Kirkland calcium magnesium and zinc supplements are also gaining attention, as consumers seek to enhance their diets with essential nutrients while enjoying convenient food options.