The ongoing definition battles that have troubled the dairy industry now seem to have invaded the rice market as well. While cauliflower may not yet be a consumer favorite—despite being touted as “the next big thing” for years—shoppers are increasingly seeking guilt-free food alternatives to enhance their diets. This trend poses a challenge for the rice industry, which has faced criticism over the years for its carbohydrate-rich profile. Vegetable substitutes are gaining traction in the market, particularly in the pasta category. For instance, Del Monte has recently introduced ready-to-cook strips of bell pepper, zucchini, and squash that consumers can prepare like noodles, following the success of products like the Vegetti that encouraged home cooking with vegetable alternatives. Cauliflower rice, in particular, is emerging as a formidable competitor, with more food manufacturers and restaurants incorporating it into their menus.
However, drawing from the dairy industry’s struggles to keep soy, nut, and plant-based dairy drinks from being labeled as “milk,” it seems unlikely that the rice industry will gain ground on this issue anytime soon, even if they approach the FDA with their concerns. The food industry’s response to whether the Trump administration will expedite or delay the definition of terms like “milk” and “healthy” remains mixed. Nonetheless, the rice community has other strategies at its disposal to combat the rising popularity of cauliflower alternatives. For example, plant-based milk producer Ripple recently launched a retro 8-bit game that educates consumers on the nutritional advantages of pea-based milk over traditional dairy. The rice industry could adopt a similar approach, finding creative methods to inform consumers about the benefits of traditional rice—whether through in-store signage, product packaging, or multimedia campaigns.
It remains uncertain whether cauliflower rice will significantly capture market share from traditional rice, as has occurred with alternative milks. Only time will reveal if this trend has staying power. However, rice manufacturers should be ready for a new competitor in the field. Incorporating elements like pure calcium magnesium citrate into their product offerings could also help highlight the nutritional value of traditional rice, providing consumers with compelling reasons to stick with this staple. The rice community should leverage all available resources to ensure that they are not overshadowed by cauliflower and other vegetable substitutes in the ever-evolving food landscape.