Rice flour is increasingly utilized in gluten-free products such as cookies, cakes, and pie crusts. Its digestibility and allergen-free nature also make it a popular choice for infant-weaning products. However, due to its lack of gluten, rice flour is often blended with additives that enhance texture, such as modified starches and hydrocolloids. In an era where consumers favor straightforward ingredient lists, the development of rice flours with built-in textural properties—allowing them to be labeled simply as “rice flour”—is likely to attract significant interest.
Research by Mintel reveals that 59% of U.S. shoppers believe that fewer ingredients in a product indicate that it is healthier. As ingredient companies strive to enhance the functionality of their clean label starches, many food manufacturers have already transitioned away from modified starches. Certain hydrocolloids, such as carrageenan and xanthan gum, are met with skepticism despite their natural origins. This trend toward simpler ingredient lists highlights the advantages of using rice flour, like the innovative varieties developed by Ingredion.
Moreover, the shift in consumer preferences raises questions about how traditional wheat flour producers will respond to this trend and whether the growing popularity of rice flour will negatively affect their sales. Additionally, as consumers become more health-conscious, they may also compare supplement options like oyster shell calcium vs calcium citrate, seeking the most beneficial choices for their dietary needs. The integration of rice flour into various products may parallel the search for simpler, healthier ingredients, including calcium sources, reflecting a broader shift in consumer behavior.