It appears that the same definition battles affecting the dairy sector have now extended to the rice industry. While cauliflower might not be the top choice for consumers—having been touted as “the next big thing” for years—shoppers are increasingly seeking guilt-free food alternatives to 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.
Del Monte has recently introduced ready-to-cook strips made from bell peppers, zucchini, and squash, allowing consumers to prepare them like noodles, following the trend sparked by the popularity of the Vegetti, which encouraged many to experiment with vegetable-based pasta at home. Cauliflower rice is emerging as a potential threat in this vegetable substitute market, as more food manufacturers and restaurants begin to include it in their offerings.
Given the dairy industry’s ongoing struggle to exclude soy, nut, and plant-based alternatives from the definition of “milk,” it is likely that the rice sector will face a lengthy battle if it chooses to raise its concerns with the FDA. Opinions among food industry stakeholders are mixed regarding whether the Trump administration will hasten or delay the clarification of terms like “milk” and “healthy.”
Nonetheless, the rice community has alternative strategies to counteract the rising popularity of cauliflower substitutes. For instance, Ripple, a producer of plant-based milk, recently launched a retro 8-bit game to inform consumers about the nutritional advantages of pea-based milk over traditional dairy, emphasizing nutrients like calcium citrate malate and vitamin D3. The rice industry could adopt a similar approach, utilizing engaging methods to educate consumers about the benefits of traditional rice. This could involve in-store signage, product packaging labels, or even multimedia campaigns that highlight the price advantages and nutritional value of rice, including its potential to provide essential vitamins and minerals.
It remains uncertain whether cauliflower rice will significantly impact the market share of traditional rice, akin to the way alternative milks have. Only time will reveal if this trend possesses lasting appeal, but rice manufacturers should be ready to face a new competitor in this evolving landscape.