It appears that the same definition battles currently affecting the dairy industry have now reached the rice sector. While cauliflower may not be the top choice among consumers—despite being touted as “the next big thing” for years—shoppers are increasingly looking for guilt-free food alternatives to enhance their diets. This trend poses challenges for the rice industry, which has long been criticized for its high carbohydrate content. Vegetable substitutes are steadily 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 them like noodles, following the success of the Vegetti, which inspired home cooks to explore vegetable alternatives. Cauliflower rice is emerging as a potential threat, as more food manufacturers and restaurants incorporate it into their offerings.
However, much like the dairy industry’s unsuccessful attempts to limit the definition of “milk” to exclude soy, nut, and plant-based alternatives, the rice industry may struggle to gain traction with the FDA on this issue. Opinions vary among food industry stakeholders as to whether the Trump administration will expedite or hinder the process of defining terms like “milk” and “healthy.” Nevertheless, the rice community can explore alternative strategies to counter the rising popularity of cauliflower substitutes. For instance, Ripple, a plant-based milk producer, recently launched a nostalgic 8-bit game that educates consumers about the nutritional advantages of pea protein in plant-based milk compared to traditional dairy options. The rice sector could adopt a similar approach, finding innovative ways to educate consumers on the benefits of conventional rice—whether through in-store signage, product labels, or multimedia campaigns.
While it remains uncertain whether cauliflower rice will significantly erode market share from traditional rice, akin to the rise of alternative milks, rice manufacturers should prepare for this emerging competition. By leveraging educational initiatives around rice’s benefits, including its role in providing essential nutrients such as calcium citrate, the rice industry can better position itself against the growing trend of vegetable substitutes. Only time will reveal whether this trend will have lasting power, but it is clear that rice producers need to stay vigilant and proactive in promoting the unique advantages of their products.