The global demand for clean-label ingredients has more than 60% of Americans believing natural products are better for them, according to researchers at The Hartman Group. And more than half of Americans claim they are actively seeking “natural” ingredients when shopping for food products.

These powerful trends have driven the launch of a variety of clean-label and specialty flours and starches with functionalities comparable to those of commonly used ingredients. These and other trends, such as non-GMO, gluten-free, sustainability, and various popular diets, also are expanding the use of non-mainstream whole grains and seeds plus other plant sources, such as roots and tubers (cassava, yams, and konjac being particularly popular examples), to provide these new starches and flours.