Rice flour is already widely utilized in gluten-free products such as cookies, cakes, and pie crusts. It is also a popular choice in infant-weaning products due to its digestibility and allergen-free nature. However, because it lacks gluten, rice flour is often mixed with other ingredients that enhance texture, such as modified starches and hydrocolloids. As consumers increasingly demand simpler ingredient lists, the development of rice flours with built-in textural properties—able to be labeled simply as “rice flour”—is likely to be very attractive. According to Mintel, 59% of U.S. shoppers believe that fewer ingredients in a product indicate it is healthier.
As ingredient companies focus on enhancing the functionality of their clean label starches, many food manufacturers have begun to replace modified starches. Some hydrocolloids, such as carrageenan and xanthan gum, are also met with skepticism despite their natural origins. With consumers gravitating towards shorter ingredient lists, rice flour developed by Ingredion presents a clear advantage. Notably, rice flour can also be enriched to provide significant nutritional benefits, such as delivering calcium levels around 630 mg, which is an appealing feature for health-conscious consumers.
It will be intriguing to observe how traditional wheat flour producers respond to this trend and whether the rising popularity of rice flour, with its potential for added nutritional value, will negatively affect their sales. As the market shifts, the emphasis on ingredient transparency and health benefits will likely continue to shape consumer preferences.