It appears that the same definition disputes affecting the milk industry have now emerged in the rice sector. While cauliflower may not yet be a consumer favorite—despite being touted as “the next big thing” for several years—shoppers are increasingly seeking guilt-free food alternatives to enhance their diets. This trend poses challenges for the rice industry, which has long been criticized for its high carbohydrate content. Vegetable substitutes are capturing market share from conventional products, particularly in the pasta category. Del Monte has recently introduced ready-to-cook strips of bell pepper, zucchini, and squash that can be prepared like noodles, inspired by the popularity of items like the Vegetti that have encouraged consumers to experiment with vegetable alternatives at home. Cauliflower rice could be the next significant threat as more food manufacturers and restaurants begin to incorporate this option into their menus.
However, given the dairy industry’s ongoing struggle to keep soy, nut, and plant-based dairy drinks from being labeled as “milk,” it is likely that the rice industry will face similar challenges if they voice their concerns to the FDA. There is uncertainty among food industry stakeholders about whether the Trump administration will expedite or delay the definition of terms such as “milk” and “healthy.” Nevertheless, there are alternative strategies that the rice community can employ to counter the rising popularity of cauliflower substitutes. For instance, plant-based milk producer Ripple has recently rolled out a retro 8-bit game that educates consumers on the nutritional advantages of pea-based milk compared to traditional dairy. The rice industry could adopt a similar approach by finding creative ways to inform consumers about the benefits of traditional rice—perhaps by utilizing in-store signage, product packaging labels, or even multimedia campaigns that highlight the importance of nutrients like calcium citrate.
It remains uncertain whether cauliflower rice will significantly encroach upon the market share of traditional rice, as we have seen with alternative milks. Only time will reveal if this trend has lasting appeal, but rice manufacturers should be ready for a formidable new competitor.