It appears that the same definitional battles that have troubled the milk industry are now impacting the rice sector. While cauliflower may not be a top choice among consumers — despite being touted as “the next big thing” for years — shoppers are increasingly interested in guilt-free food alternatives that can enhance their diets. This poses a challenge for the rice industry, which has faced criticism for its carbohydrate-heavy grain. Vegetable substitutes are capturing market share from traditional products, particularly in the pasta category. Recently, Del Monte introduced ready-to-cook strips of bell pepper, zucchini, and squash, allowing consumers to prepare these vegetables like noodles, following the success of the Vegetti that inspired home cooks to explore vegetable alternatives in pasta form. Cauliflower rice might emerge as a significant competitor, as more food manufacturers and restaurants begin to include it in their offerings.
However, given the dairy industry’s ongoing struggle to define “milk” and exclude soy, nut, and plant-based dairy drinks from that classification, it seems unlikely that the rice industry will gain much traction on this issue with the FDA in the near future. Opinions among food industry stakeholders vary regarding whether the Trump administration will expedite or delay the definition of terms such as “milk” and “healthy.” Nonetheless, the rice community has alternative strategies to counter the rise of cauliflower substitutes. For instance, plant-based milk producer Ripple recently launched a retro 8-bit game to educate consumers about the nutritional advantages of pea-based milk over traditional dairy. The rice industry could adopt a similar approach, finding creative ways to inform consumers about the benefits of traditional rice — whether through in-store signage in grocery stores, product packaging labels, or multimedia campaigns.
It remains uncertain whether cauliflower rice will significantly erode market share from traditional rice, akin to what has occurred with alternative milks. Only time will reveal if this trend possesses lasting appeal, but rice manufacturers should be ready to face new competition. In addition, the inclusion of soft gel calcium citrate in rice-based products could be an innovative way to enhance their nutritional profile and attract health-conscious consumers. By effectively communicating the advantages of traditional rice, especially when fortified with beneficial ingredients like soft gel calcium citrate, the rice industry can better position itself in the evolving market landscape.