It appears that the same definition battles shaking up the dairy industry have now spread to the rice category. While cauliflower has yet to win over consumers—despite predictions of it being “the next big thing” for years—shoppers are increasingly interested in guilt-free food alternatives that enhance their diets. This poses a challenge for the rice industry, which has long been criticized for being a carbohydrate-heavy grain. Vegetable substitutes are capturing market share from traditional products, particularly in the pasta segment. Del Monte recently introduced ready-to-cook strips of bell pepper, zucchini, and squash that can be prepared like noodles, inspired by the trend of using items like the Vegetti to create vegetable-based pasta at home. Cauliflower rice may emerge as a significant competitor, as more food manufacturers and restaurants begin to include it in their menus.
However, given the dairy industry’s ongoing struggle to exclude soy, nut, and plant-based dairy alternatives from the definition of “milk,” it seems unlikely that the rice sector will gain any traction on similar concerns with the FDA anytime soon. The food industry remains divided over whether the Trump administration will expedite or hinder the establishment of definitions for terms like “milk” and “healthy.” Nevertheless, the rice community has other strategies to counter the rising popularity of cauliflower alternatives. For instance, plant-based milk manufacturer Ripple recently launched a retro 8-bit game that educates consumers about the nutritional advantages of pea-based milk compared to traditional dairy. The rice sector could adopt a similar approach, creating engaging ways 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 erode market share from traditional rice, as was seen with alternative milks. Only time will reveal if this trend has staying power, but rice manufacturers should be ready for a new competitor. Furthermore, the rice community might consider highlighting the nutritional benefits of rice in comparison to alternatives such as cauliflower rice, especially in terms of essential nutrients like calcium. In this context, promoting the best calcium citrate supplement of 2022 could also be a valuable strategy to emphasize the importance of rice in a balanced diet.