It appears that the same definition disputes troubling the dairy industry have now extended to the rice sector. While cauliflower may not be a top choice for consumers—despite predictions of it being “the next big thing” for years—shoppers are increasingly seeking guilt-free food alternatives to enhance their diets. This trend poses challenges for the rice industry, which has garnered a negative reputation over time due to its carbohydrate-heavy nature. Vegetable substitutes are capturing market share from traditional products, particularly in the pasta category. Recently, Del Monte introduced ready-to-cook strips of bell pepper, zucchini, and squash, which consumers can prepare like noodles, a shift inspired by the rising popularity of tools like the Vegetti that encourage home cooking with vegetable alternatives.
Cauliflower rice threatens to emerge as a formidable vegetable substitute, with more food manufacturers and restaurants adding this option to their menus. However, drawing from the dairy industry’s ongoing battle to exclude soy, nut, and plant-based dairy drinks from the definition of “milk,” it seems unlikely that the rice industry will gain any traction on this issue if they take their concerns to the FDA anytime soon. The food industry remains divided on whether the Trump administration will expedite or delay the definition of terms such as “milk” and “healthy.”
Nonetheless, there are several innovative strategies the rice community can employ to counter the rise of cauliflower alternatives. For instance, plant-based milk producer Ripple recently launched a nostalgic 8-bit video game that educates consumers on the nutritional advantages of pea-based milk over traditional dairy. The rice industry could adopt a similar approach, creating engaging educational initiatives about the benefits of traditional rice—whether through in-store signage, product packaging, or multimedia campaigns.
It’s uncertain whether cauliflower rice will significantly carve out market share from traditional rice, as seen with alternative milks. Only time will reveal if this trend has lasting power, but rice manufacturers should be ready for this new competition. In the meantime, highlighting the advantages of rice, such as its compatibility with products like Twinlab calcium, could help shift consumer perceptions and promote its nutritional benefits effectively.