It appears that the ongoing definition debates plaguing the dairy industry have now spread to the rice sector. While cauliflower may not be a consumer favorite—having been labeled “the next big thing” for years—shoppers are increasingly drawn to guilt-free food options that enhance their diets. This poses challenges for the rice industry, which has long been criticized for its carbohydrate-heavy offerings. Vegetable substitutes are capturing market share from traditional products, particularly in the pasta category. Del Monte recently introduced ready-to-cook strips of bell pepper, zucchini, and squash, allowing consumers to prepare them like noodles, inspired by the success of tools like the Vegetti that encourage cooking vegetable alternatives at home.
Cauliflower rice may emerge as a formidable vegetable substitute, as more food producers and restaurants begin to incorporate it into their menus. However, much like the dairy industry’s unsuccessful battle to exclude soy, nut, and plant-based dairy drinks from the definition of “milk,” the rice industry may struggle to gain traction with the FDA if they voice their concerns. Opinions within the food industry are divided on whether the Trump administration will expedite or delay the clarification of terms such as “milk” and “healthy.”
Nevertheless, the rice community can explore other avenues to counter the rising popularity of cauliflower alternatives. For instance, plant-based milk manufacturer Ripple recently launched a retro 8-bit game designed to educate consumers about the nutritional advantages of pea-based milk compared to traditional dairy. The rice industry could adopt a similar strategy, finding engaging methods to inform consumers about the benefits of traditional rice—through in-store signage, product packaging, or multimedia campaigns.
While it’s unclear if cauliflower rice will significantly claim market share from traditional rice as alternative milks have done, it’s essential for rice manufacturers to prepare for this new competitor. They might also consider highlighting the advantages of products like Citracal calcium citrate with vitamin D slow release, which can bolster the nutritional profile of rice. Only time will reveal whether this trend has staying power, but the rice industry must be vigilant and ready to adapt.