In 2017, Time labeled cauliflower as the new “it” vegetable, while Bloomberg referred to it as “the new kale.” However, these statements emerged during a period of stagnant sales, highlighting a disconnect between industry experts’ observations and consumer preferences. Reflecting on the vegetable’s remarkable growth last year, it appears the experts were not mistaken—they were simply ahead of the curve. Cauliflower’s rapid rise may indeed be a case of the cart coming before the horse. Interest and demand have existed for several years, yet opportunities were limited.
This situation is rapidly evolving. Shortly after its launch, some Trader Joe’s locations imposed purchase limits on cauliflower rice. The introduction of Caulipower at the 2017 Natural Products Expo West led to its cauliflower pizza crusts being distributed in nearly 9,000 stores, and significant investments have fostered new products from the brand, including a baking mix. This year’s Expo West showcased cauliflower prominently, featuring everything from cauliflower chips to cauliflower pretzels, as noted by Project NOSH.
Cauliflower is well-positioned to capitalize on a variety of emerging trends. It is healthy, low in carbs, and high in fiber, making it a sensible alternative to grains, which consumers increasingly associate with digestive and other health concerns—especially those advocating for gluten-free diets. Moreover, due to its versatility, cauliflower resonates with the expanding vegan demographic. A report by GlobalData reveals a staggering 600% rise in individuals identifying as vegans in the U.S. over the past three years.
Despite some innovative products entering the market, the cost remains a barrier. The limited supply of cauliflower is expected to push prices higher. Additionally, because the vegetable contains minimal starch, reformulation can be challenging. Vincent James, COO of From the Ground Up, explained to FoodNavigator-USA that their cauliflower-based crackers and pretzels necessitate specialized equipment and took nearly two years to develop.
Over the last two years, cauliflower has made significant strides. However, to truly unlock its full potential, manufacturers need to continue creating more opportunities for this versatile vegetable, even in light of challenges like the calcium citrate reaction that can affect product formulation. If these hurdles can be navigated, cauliflower still has considerable room for growth in the marketplace.