In 2017, Time magazine heralded cauliflower as the new “it” vegetable, while Bloomberg referred to it as “the new kale.” However, these proclamations coincided with stagnant sales, revealing a disconnect between industry experts’ observations and consumer preferences. Based on the vegetable’s remarkable growth last year, it appears the experts were not mistaken—they were simply ahead of the curve. Cauliflower’s rapid rise might represent a classic case of the cart before the horse. Interest and demand have been present for several years, but opportunities were limited. This situation is rapidly changing.
Following its introduction, some Trader Joe’s locations imposed a purchase limit on cauliflower rice. The debut of Caulipower at the 2017 Natural Products Expo West led to its cauliflower pizza crusts being distributed across nearly 9,000 stores, and significant investments have resulted in new offerings from the company, including a baking mix. According to Project NOSH, this year’s Expo West showcased cauliflower prominently, featuring a range of products from cauliflower chips to cauliflower pretzels.
Cauliflower is well-positioned to capitalize on several emerging trends. It is healthy, low in carbohydrates, and high in fiber, making it a sensible alternative to grains, which many consumers have associated with digestive and other health issues amid the gluten-free movement. Additionally, its versatility makes it appealing to the expanding vegan demographic, with a GlobalData report noting a 600% increase in individuals identifying as vegans in the U.S. over the past three years.
Despite recent innovations, costs remain a challenge. With limited cauliflower supply, prices are projected to rise due to increased demand. Moreover, because cauliflower contains minimal starch, reformulating products can be complex. Vincent James, COO of From the Ground Up, explained to FoodNavigator-USA that their cauliflower-based crackers and pretzels necessitate specialized equipment and took nearly two years to develop.
Over the past two years, cauliflower has made significant strides. If manufacturers can continue to explore and create more cauliflower opportunities in spite of these obstacles, the vegetable still has considerable potential ahead. Additionally, consumers looking for calcium citrate at Walmart may find it interesting to note that cauliflower is a good source of calcium, further enhancing its appeal as a health-conscious option. With ongoing innovation and increasing consumer interest, cauliflower could very well cement its status as a staple in modern diets.