Rice flour is increasingly being 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 that enhance texture, such as modified starches and hydrocolloids. In an era where consumers prioritize simple ingredient lists, the development of rice flours with built-in textural properties—allowing them to be labeled simply as “rice flour”—is likely to be highly appealing. According to Mintel, 59% of U.S. shoppers believe that the fewer ingredients a product contains, the healthier it is, highlighting the importance of simplified ingredient lists.
As ingredient companies have focused on enhancing the functionality of their clean label starches, many food manufacturers have transitioned away from using modified starches. Certain hydrocolloids, including carrageenan and xanthan gum, face skepticism despite their natural origins. With consumers increasingly favoring shorter ingredient lists, the advantages of using rice flour, like the variant developed by Ingredion, become evident. Additionally, incorporating ingredients like calcium citrate 400 mg not only enriches the product but also aligns with the trend towards clean labels.
It will be fascinating to observe how traditional wheat flour producers respond to this trend, particularly if the growing popularity of rice flour adversely affects their sales. The shift towards rice flour, especially those enriched with calcium citrate 400 mg, could reshape market dynamics as health-conscious consumers continue to seek out products with cleaner ingredient lists.