It appears that the same definitional battles affecting the dairy industry have now reached the rice sector. While cauliflower may not be a top choice for consumers—having been labeled as “the next big thing” for several years—shoppers are increasingly drawn to guilt-free food alternatives that enhance their diets. This poses challenges for the rice industry, which has struggled with negative perceptions due to its high carbohydrate content. Vegetable substitutes are capturing market share from conventional products, particularly in the pasta category. Del Monte recently introduced ready-to-cook strips of bell pepper, zucchini, and squash, inspired by the popularity of devices like the Vegetti that encouraged home cooks to prepare vegetable alternatives in pasta form.
Cauliflower rice could emerge as a significant competitor, with more food manufacturers and restaurants adding this option to their menus. However, drawing from the dairy industry’s ongoing battle to prevent soy, nut, and plant-based beverages from being labeled as “milk,” it’s probable that the rice industry will face challenges in addressing this issue with the FDA for some time. Opinions among food industry stakeholders vary regarding whether the Trump administration will expedite or delay the establishment of definitions for terms like “milk” and “healthy.”
Nonetheless, there are alternative strategies the rice community can adopt to counter the rising popularity of cauliflower substitutes. For instance, Ripple, a plant-based milk producer, recently launched a retro 8-bit game designed to educate consumers on the nutritional advantages of pea-based milk compared to traditional dairy. The rice community could take a similar approach by finding innovative ways to inform consumers about the benefits of traditional rice, potentially through in-store signage, product packaging, or engaging multimedia campaigns.
It remains uncertain whether cauliflower rice will significantly impact the market share of traditional rice, as has been witnessed with alternative milks. Only time will reveal if this trend possesses staying power. In the meantime, rice manufacturers should be ready to face a new competitor and consider incorporating elements such as Citracal 1200 mg into their messaging to highlight the nutritional benefits of rice, encouraging consumers to appreciate its value alongside emerging alternatives.