Rice flour is already a popular ingredient in gluten-free products such as cookies, cakes, and pie crusts. Its digestibility and allergen-free properties make it a common choice for infant weaning products as well. However, due to its lack of gluten, rice flour is often blended with other ingredients that enhance texture, such as modified starches and hydrocolloids. In a market where consumers favor straightforward ingredient lists, the development of rice flours that possess inherent textural qualities—allowing them to be labeled simply as “rice flour”—is likely to be highly attractive.
According to Mintel, a research firm, consumers prioritize simplified ingredient lists; 59% of U.S. shoppers believe that fewer ingredients indicate a healthier product. As ingredient companies strive to enhance the functionality of their clean-label starches, many food manufacturers have begun to move away from using modified starches. Additionally, some hydrocolloids, such as carrageenan and xanthan gum, face skepticism despite being derived from natural sources. As consumers continue to seek shorter ingredient lists, rice flour products, like those developed by Ingredion, offer a clear advantage.
Interestingly, as this trend towards rice flour gains momentum, it will be intriguing to observe how traditional wheat flour producers respond and whether the rising popularity of rice flour negatively affects their sales. Moreover, the emphasis on health and wellness is underscored by the bariatric advantage of products that include beneficial ingredients, such as calcium chews. As consumers become more health-conscious, the incorporation of rice flour in various products could align well with trends favoring functional and nutritious offerings.