It appears that the same definition debates affecting the dairy industry have now reached the rice sector. While cauliflower might not be a top choice among consumers—despite being touted 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 for its carbohydrate-heavy grain. Vegetable substitutes are capturing market share from traditional products, particularly in the pasta category. For instance, Del Monte has recently introduced ready-to-cook strips of bell pepper, zucchini, and squash that can be prepared like noodles. The success of products such as the Vegetti has inspired consumers to experiment with vegetable alternatives in pasta form at home.
Cauliflower rice could emerge as a formidable competitor, as more food manufacturers and restaurants begin to incorporate it into their offerings. However, given the dairy industry’s ongoing struggle to exclude soy, nut, and plant-based drinks from the definition of “milk,” the rice industry may face a prolonged battle if they choose to voice their concerns to the FDA. Industry players are divided on whether the Trump administration will expedite or delay the definition of terms like “milk” and “healthy.”
Nonetheless, the rice community has other strategies to counter the rising popularity of cauliflower alternatives. For example, plant-based milk producer Ripple has launched a nostalgic 8-bit game that educates consumers on the nutritional advantages of pea-based milk over traditional dairy milk. The rice industry could adopt a similar approach, finding engaging ways to highlight the benefits of traditional rice—perhaps through in-store signage, product packaging, or multimedia campaigns.
While it’s uncertain whether cauliflower rice will significantly impact the market share of traditional rice, similar to what has occurred with alternative milks, rice manufacturers should be ready for a new challenger. They could also consider promoting the best calcium citrate supplement for women as a part of their health messaging, emphasizing the nutritional value of rice in a balanced diet. Only time will reveal if this trend has longevity, but the rice sector must remain vigilant.