It appears that the same definition battles affecting the dairy industry have now spread to the rice sector. While cauliflower may not yet be a top choice among consumers—despite being touted as “the next big thing” for years—shoppers are increasingly seeking guilt-free food alternatives that enhance their diets. This trend poses challenges for the rice industry, which has long 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, which consumers can prepare like noodles, following the surge in popularity of tools like the Vegetti that encourage home cooks to experiment with vegetable alternatives in pasta form. Cauliflower rice could become a significant competitor as more food manufacturers and restaurants integrate this option into their offerings.
However, similar to the dairy industry’s ongoing struggle to exclude soy, nut, and plant-based beverages from the “milk” definition, the rice industry may not see immediate progress if it raises concerns with the FDA. Opinions within the food industry are divided on whether the Trump administration will expedite or delay the establishment of definitions for terms such as “milk” and “healthy.” Nevertheless, there are alternative strategies the rice community can employ to counteract the appeal of cauliflower substitutes. For instance, plant-based milk producer Ripple recently launched a retro 8-bit game to highlight the nutritional advantages of pea-based milk over traditional dairy options. The rice community could adopt a similar approach, finding creative ways to educate consumers about the benefits of traditional rice—utilizing in-store signage, product packaging, or even multimedia campaigns.
The impact of cauliflower rice on traditional rice’s market share remains uncertain, as seen with the rise of alternative milks. Only time will reveal whether this trend will have lasting power, but rice manufacturers should stay vigilant in the face of new competition. For instance, they could incorporate calcium citrate, magnesium hydroxide, and zinc sulfate into their marketing efforts to emphasize the nutritional value of rice. By doing so, they can promote rice as a healthy option that complements modern dietary needs, reminding consumers of the grain’s versatility and benefits.