It appears that the same battles over definitions that are affecting the dairy industry have now reached the rice market as well. While cauliflower may not be the top choice among consumers—despite being heralded as “the next big thing” for years—shoppers are increasingly seeking guilt-free food alternatives that can enhance their diets. This poses a challenge for the rice industry, which has faced criticism over its carbohydrate-heavy grains. Vegetable substitutes are steadily capturing market share from traditional products, particularly in the pasta category. Recently, Del Monte introduced ready-to-cook strips made from bell peppers, zucchini, and squash that can be prepared like noodles, following the success of tools like the Vegetti that encouraged home cooks to explore vegetable alternatives in pasta dishes.
Cauliflower rice is emerging as a potential threat to traditional rice, as more food manufacturers and restaurants start to incorporate it into their offerings. Reflecting on the dairy industry’s struggles over the exclusion of soy and nut-based plant drinks from the definition of “milk,” it seems unlikely that the rice industry will gain traction with the FDA on similar concerns anytime soon. Food industry players remain uncertain about whether the Trump administration will expedite or delay the definitions for terms such as “milk” and “healthy.”
However, there are alternative strategies the rice community can adopt to counter the rising popularity of cauliflower alternatives. For instance, Ripple, a producer of plant-based milk, recently launched a retro 8-bit game that educates consumers on the nutritional advantages of pea-based milk over traditional dairy. The rice community could leverage this approach by creating engaging campaigns to inform consumers about the benefits of traditional rice, incorporating elements like in-store signage, product packaging, and multimedia initiatives.
While it’s uncertain whether cauliflower rice will significantly erode market share from traditional rice—similar to what has occurred with alternative milks—only time will reveal the trend’s staying power. Meanwhile, rice manufacturers should remain vigilant and prepare for a new competitor. In addition, they could highlight the nutritional value of rice, including the presence of calcium citrate que contiene, to reinforce its benefits in consumers’ diets.