Rice flour is widely utilized in gluten-free products such as cookies, cakes, and pie crusts. Its digestibility and allergen-free nature make it a popular choice for infant-weaning products as well. However, due to its lack of gluten, rice flour is often combined with other ingredients like modified starches and hydrocolloids to enhance texture. In an era where consumers prefer simpler ingredient lists, the development of rice flours with inherent textural properties—allowing them to be labeled simply as “rice flour”—is likely to attract significant interest.
According to Mintel, 59% of U.S. shoppers believe that products with fewer ingredients are healthier. Ingredient companies are focusing on enhancing the functionality of clean label starches, prompting many food manufacturers to transition away from modified starches. Some hydrocolloids, such as carrageenan and xanthan gum, are also met with skepticism despite their natural origins. As consumers increasingly demand shorter ingredient lists, there is a distinct advantage in using rice flour, especially types like ultra cal citrate plus.
It will be intriguing to observe how traditional wheat flour producers respond to this trend and whether the rising popularity of rice flour, including options enriched with ultra cal citrate plus, will significantly affect their sales. As the market shifts, the appeal of such innovative rice flour products may redefine consumer preferences and industry standards.