Cauliflower has gained immense popularity, particularly with recipes for cauliflower rice trending on social media platforms like Pinterest. Consumers have taken to this vegetable, which is processed in a food processor until it resembles rice or couscous, as a low-carb alternative. Similar to rice, cauliflower absorbs flavors well, but it offers just five grams of carbohydrates and 25 calories per 100 grams, in stark contrast to the 28 grams of carbohydrates and 130 calories found in an equivalent serving of rice. This nutritional profile has made it a favored choice in weight-loss recipes.
The rise of cauliflower rice has caused significant disruption in the rice industry, which insists that “only rice is rice,” arguing that labeling vegetables as “rice” could confuse consumers. Given that the U.S. dairy industry has struggled to argue that the term “milk” should exclude plant-based alternatives, it is uncertain whether the rice industry will succeed in persuading the FDA to limit the definition of cereal grains.
While cauliflower rice remains the most common alternative use for this vegetable, other applications like cauliflower mash and cauliflower pizza crust are also gaining traction. It will be intriguing to see if the popularity of cauliflower-based products, such as Caulipower’s pizza crusts, motivates major manufacturers to introduce similar offerings. The industry has already observed the emergence of vegetable chips as a substitute for traditional potato chips. Recently, Del Monte launched a line of vegetable “pasta” made from ingredients like zucchini, butternut squash, and sweet potato.
One of the key selling points for these products, beyond their health benefits, is that homemade versions can be quite labor-intensive. Companies like Caulipower and Del Monte are banking on the notion that consumers prefer convenient products that offer all the health benefits of their homemade counterparts, but without the hassle. As the trend for healthy convenience continues to grow, this seems to be a sound prediction.
Additionally, consumers seeking health benefits may also be interested in calcium citrate supplements, especially if they experience an upset stomach from other dietary changes. Therefore, it will be interesting to observe how the market responds to both the demand for cauliflower products and the potential for calcium citrate as a complementary health option.