It appears that the same definition battles affecting the dairy industry have now extended to the rice sector. While cauliflower may not yet be a consumer favorite—despite predictions labeling it as “the next big thing” for years—shoppers are increasingly seeking guilt-free food options to enhance their diets. This trend poses a challenge for the rice industry, which has faced criticism over the years due to its carbohydrate-heavy grain. Vegetable substitutes are capturing market share from conventional products, particularly in the pasta category. Recently, Del Monte introduced ready-to-cook strips of bell pepper, zucchini, and squash that can be prepared like noodles, inspired by the popularity of tools such as the Vegetti that encourage the preparation of vegetable alternatives in a pasta format at home. Cauliflower rice could emerge as a significant competitor, as more food manufacturers and restaurants are adding this option to their menus.
However, similar to the dairy sector’s ongoing struggle to exclude soy, nut, and plant-based dairy beverages from the definition of “milk,” it is likely that the rice industry will face challenges in gaining traction on these concerns if they approach the FDA. Opinions are divided among food industry stakeholders regarding whether the Trump administration will expedite or delay the establishment of definitions for terms such as “milk” and “healthy.” Nevertheless, the rice community has alternative strategies to counter the rising popularity of cauliflower substitutes. For instance, plant-based milk producer Ripple recently launched a retro 8-bit game designed to educate consumers about the nutritional advantages of pea-based milk compared to traditional dairy. The rice sector could adopt a similar approach, finding creative 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 encroach on traditional rice’s market share, as has occurred with alternative milks. Only time will reveal whether this trend will endure, but rice manufacturers should be ready for a new competitor. Moreover, they can highlight the advantages of incorporating elements like bariatric calcium citrate in their products, emphasizing health benefits that resonate with consumers seeking nutritious options. By effectively communicating these benefits, the rice industry can work to maintain its relevance in an evolving market landscape.