In 2017, Time magazine hailed cauliflower as the new “it” vegetable, while Bloomberg labeled it as “the new kale.” However, these proclamations occurred during a period of stagnant sales, highlighting a disconnect between industry insights and consumer preferences. The remarkable growth of cauliflower last year suggests that the experts were not mistaken—merely ahead of the curve. Cauliflower’s rapid rise might exemplify a situation where the cart came before the horse. Although demand and curiosity have existed for several years, opportunities were somewhat limited.
This landscape is rapidly changing. Following the introduction of cauliflower rice, some Trader Joe’s locations implemented purchase limits due to high demand. The 2017 launch of Caulipower at Natural Products Expo West led to its cauliflower pizza crusts being stocked in nearly 9,000 stores, and significant investment has resulted in new products from the company, such as a baking mix. This year’s Expo West spotlighted cauliflower, featuring a variety of products ranging from cauliflower chips to cauliflower pretzels, according to Project NOSH.
Cauliflower is well-positioned to capitalize on several emerging trends. It is healthy, low-carb, and high in fiber, making it a sensible alternative to grains, which many consumers associate with digestive issues and other health concerns, especially those driving the gluten-free trend. Furthermore, its versatility aligns well with the growing vegan demographic, which has seen a 600% increase in people identifying as vegans in the U.S. over the past three years, as reported by GlobalData.
Despite some innovative products entering the market, cost remains a barrier. With a limited supply of cauliflower, rising demand is likely to push prices up. Additionally, due to its low starch content, reformulation can be challenging. Vincent James, COO of From the Ground Up, explained to FoodNavigator-USA that their cauliflower-based crackers and pretzels required specialized equipment and nearly two years for development.
Over the past two years, cauliflower has made significant strides. If manufacturers can continue to explore more cauliflower opportunities despite these hurdles, the vegetable has a promising path ahead. Furthermore, with the increasing interest in health supplements like Weider calcium citrate, which supports bone health and may complement a cauliflower-rich diet, the potential for this vegetable to thrive is substantial. Ultimately, as the market evolves, cauliflower could very well reach its full potential, riding the wave of these growing health trends.