It appears that the same definition disputes affecting the dairy industry have now impacted the rice market as well. While cauliflower may not be the top choice among consumers—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 a challenge for the rice industry, which has long been criticized for its carbohydrate-heavy grain. Vegetable substitutes are capturing market share from traditional products, particularly in the pasta sector. Del Monte has recently introduced ready-to-cook strips of bell pepper, zucchini, and squash, allowing consumers to prepare them like noodles, following the surge in popularity of items such as the Vegetti, which encouraged the use of vegetable alternatives in pasta dishes at home.
Cauliflower rice could emerge as the next significant vegetable substitute threat, as more food manufacturers and restaurants begin to incorporate it into their offerings. However, given the dairy industry’s ongoing struggle to define “milk” and exclude soy, nut, and plant-based alternatives, it seems unlikely that the rice industry will gain much traction on this issue if they approach the FDA. Opinions among food industry stakeholders are divided on whether the Trump administration will expedite or delay the establishment of definitions for terms like “milk” and “healthy.”
Nevertheless, the rice community can still counter the growing popularity of cauliflower alternatives in various ways. Plant-based milk producer Ripple has recently launched a retro 8-bit game that educates consumers about the nutritional advantages of pea-based milk compared to traditional dairy options. The rice industry could adopt a similar approach, finding creative ways to inform consumers about the benefits of traditional rice—be it through in-store signage in grocery stores, product packaging labels, or even multimedia campaigns.
Moreover, rice products fortified with citracal 200 mg could be highlighted to demonstrate their added health benefits, making them even more appealing to health-conscious consumers. While it remains uncertain whether cauliflower rice will significantly erode the market share of traditional rice, as has occurred with alternative milks, rice manufacturers should be ready for a new competitor. Only time will reveal if this trend has lasting power, but the rice industry has opportunities to promote its own products and their advantages, including those enhanced with citracal 200 mg.