A larger portion of the population than ever carefully eyeballs the labels of the food products they consider when shopping. They tend to be on the lookout for specific ingredients that they are looking to increase in their diets (such as fiber and protein) while avoiding others (sugar, gluten, or chemical-sounding stuff). This also applies when grain-based products are on their shopping lists. 

To learn more about what consumers are looking for and how to deliver, we connected with Kwee Choo Ng, Beneo’s regional product manager for rice ingredients and functional proteins in North America.

Jenni Spinner: Please share with us your perspective on current and evolving consumer preferences around grains—what are they looking for when they shop for snack and bakery buys with ingredients in that category?

Kwee Choo Ng: Consumers are embracing more flexible lifestyles, shifting their preferences toward convenient products and smaller meals rather than traditional sit-down dining. They are increasingly seeking snacks that balance nutrition and indulgence, offering benefits like high protein, fiber, and reduced sugar, while still delivering a rich, satisfying texture.

Gluten-free grains are gaining popularity beyond those with allergies, as more shoppers actively seek clean-label options made with minimally processed ingredients.

JS: Then, what, if anything, might they be looking to avoid when considering such products?

KCN: Consumers are becoming increasingly mindful of ingredients, leading them to actively read labels and prioritize clean-label options while avoiding artificial colors, flavors, and chemical preservatives. Many are seeking low-sugar or naturally sweetened products, as well as exploring gluten-free and allergen-friendly alternatives for greater dietary variety.

JS: Can you please share some key obstacles snack and bakery producers might face when looking to meet those consumer interests and needs?

KCN: Snack and bakery producers face several challenges in aligning their offerings with evolving consumer preferences for nutrition, indulgence, functionality, and clean-label ingredients.

Consumers seek nutrient-rich and functional products but still expect indulgence. Reformulating recipes to boost fiber and protein or reduce sugar while maintaining appealing texture and flavor is a complex process.

Additionally, gluten-free and high-fiber products require extensive ingredient knowledge to develop formulations and fine-tune processes that prevent dryness and crumbliness while ensuring the desired shelf life.

JS: More specifically, are they faced with having to balance multiple, maybe conflicting, things—i.e., better-for-you benefits, good taste, appealing texture, cost considerations, etc.?

KCN: Absolutely! Snack and bakery producers are constantly juggling competing priorities as they work to create products that align with evolving consumer expectations.

Shoppers favor natural ingredients, free from preservatives and artificial additives, yet these formulations can compromise freshness and product longevity, requiring manufacturers to explore alternative stabilization techniques.

Ingredients like plant-based proteins and clean-label starches enhance nutritional value and appeal, but can also increase production costs, making it challenging to stay competitive in price-sensitive markets.

JS: Please tell us about some of the solutions your company offers in this category.

KCN: Beneo offers a range of rice-based ingredients, including rice starch, rice flour, and rice protein, which enhance texture and stability in bread, cakes, and cookies and are widely used in gluten-free baked goods. 

Pre-gelatinized rice starch improves crunchiness in thin bakery products like cookies while reducing breakage during packaging. In gluten-free bread, a combination of wet-milled flour and rice starch eliminates the need for complex blends of multiple starches and flours. Pre-cooked waxy rice starch enhances dough consistency, resulting in a more uniform crumb structure.

In pound cake, glycerol can be replaced with pre-gelatinized rice starch, creating a pleasant-tasting, clean-label product with the same volume and crumb texture. To develop high-protein waffles or pancakes, using a combination of rice and faba bean protein provides a complete essential amino acid profile without compromising taste or texture.

For organic product formulations, producers can rely on Beneo’s various organic rice starches for clean-label solutions.

JS: Do you have any last words of advice for the producers reading this that are making decisions about the use of this particular type of ingredient in their items?

KCN: Beneo understands the complexity of developing better-for-you snacks and baked goods. The Beneo Technology Center (BTC) has been building expertise in this area, and we encourage food manufacturers to reach out, collaborate with us, and leverage their knowledge to fine-tune formulations, troubleshoot challenges, and create nutritious yet indulgent products.

Related: Creativity and collaboration can help incorporate appealing grains