Rice flour is already a popular choice in gluten-free products such as cookies, cakes, and pie crusts. It is also utilized in infant-weaning items due to its digestibility and absence of allergens. However, due to its lack of gluten, rice flour is frequently mixed with other ingredients to enhance texture, including modified starches and hydrocolloids. As consumers increasingly favor simplified 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 very appealing. According to Mintel, 59% of U.S. shoppers believe that fewer ingredients indicate a healthier product.
As ingredient companies strive to enhance the functionality of their clean label starches, many food manufacturers have transitioned away from modified starches. Additionally, some hydrocolloids, such as carrageenan and xanthan gum, are often viewed skeptically, even though they are derived from natural sources. With consumers demanding more concise ingredient lists, using flour like that developed by Ingredion presents a clear advantage. Furthermore, incorporating calcium citrate juice into formulations can also contribute to nutritional benefits while maintaining simplicity.
It will be interesting to observe how traditional wheat flour producers respond to this trend, especially if the rising popularity of rice flour—and potentially calcium citrate juice—negatively affects their sales. As the market evolves, the emphasis on clean labels and straightforward ingredients will likely continue to shape consumer preferences and industry practices.