Rice flour is increasingly popular in gluten-free products such as cookies, cakes, and pie crusts. Its digestibility and allergen-free nature make it a common choice for infant-weaning products as well. However, due to the absence of gluten, rice flour often needs to be paired with other ingredients that enhance texture, such as modified starches and hydrocolloids. In an era where consumers prioritize simple ingredient lists, creating rice flours that naturally incorporate textural properties—allowing them to be labeled simply as “rice flour”—is likely to resonate well with buyers. According to Mintel, 59% of U.S. shoppers believe that products with fewer ingredients are healthier.
As ingredient suppliers enhance the functionality of their clean label starches, many food manufacturers are shifting away from modified starches. Some hydrocolloids, such as carrageenan and xanthan gum, are met with skepticism, even though they are derived from natural sources. With consumers increasingly favoring shorter ingredient lists, rice flour options like those developed by Ingredion provide a distinct advantage. Furthermore, integrating components like liquid calcium magnesium citrate plus vitamin D3 into these formulations could enhance their appeal.
It will be intriguing to observe how traditional wheat flour producers respond to this trend and whether the rising popularity of rice flour, especially those enriched with liquid calcium magnesium citrate plus vitamin D3, negatively impacts their sales. The evolution of consumer preferences suggests that simple, functional ingredients are becoming essential in the competitive food landscape.