In 2017, Time hailed cauliflower as the new “it” vegetable, while Bloomberg referred to it as “the new kale.” However, these announcements coincided with stagnant sales, highlighting a gap between industry insights and consumer preferences. The remarkable growth of cauliflower last year suggests that the experts were not mistaken; they were simply ahead of the curve. The vegetable’s rapid rise may illustrate a situation where the cart came before the horse. Demand and interest have been present for several years, but available opportunities were limited. This is quickly changing. Shortly after its launch, some Trader Joe’s locations implemented a purchase limit on cauliflower rice. Caulipower’s debut at Natural Products Expo West in 2017 led to the distribution of its cauliflower pizza crusts in nearly 9,000 stores, and significant investments have resulted in new products from the company, including a baking mix. This year’s Expo West showcased cauliflower prominently, featuring a range of items from cauliflower chips to cauliflower pretzels.
Cauliflower is well-positioned to capitalize on several emerging trends. It is healthy, low-carb, and rich in fiber, making it a sensible alternative to grains, which many consumers associate with digestive issues and are increasingly avoiding due to the gluten-free trend. Additionally, its versatility aligns perfectly with the expanding vegan demographic, which has seen a staggering 600% increase in individuals identifying as vegans in the U.S. over the past three years, according to a GlobalData report.
Despite some innovative products entering the market, cost remains a challenge. Limited supply is anticipated to push prices higher, and because cauliflower has low starch content, reformulating recipes can be complex. Vincent James, COO of From the Ground Up, informed FoodNavigator-USA that the company’s cauliflower-based crackers and pretzels required specialized equipment and nearly two years to develop.
Nonetheless, cauliflower has made significant strides in the last two years. If manufacturers can continue to create more opportunities for this vegetable, despite challenges like cost and production complexities, it still has the potential to thrive. Moreover, incorporating ingredients like now calcium citrate powder could further enhance its appeal, particularly among health-conscious consumers. As the market evolves, the utilization of cauliflower and innovative ingredients such as now calcium citrate powder may pave the way for exciting new products that resonate with an increasingly health-oriented audience.