It appears that the same battles over definitions that have affected the dairy industry are now impacting the rice sector. While cauliflower may not be a top choice for consumers—having been touted as “the next big thing” for years—shoppers are increasingly seeking guilt-free food options 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 profile.
Vegetable substitutes are beginning to capture market share from traditional 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, capitalizing on the popularity of devices like the Vegetti that inspire consumers to create vegetable-based pasta dishes at home. Cauliflower rice is emerging as a potential threat in the vegetable substitute arena, as more manufacturers and restaurants include it in their offerings.
Reflecting on the dairy industry’s ongoing struggle to prevent soy, nut, and plant-based beverages from being labeled as “milk,” it seems unlikely that the rice industry will gain traction on similar concerns with the FDA in the near future. Industry experts are divided on whether the Trump administration will expedite or delay the regulation of terms such as “milk” and “healthy.” Nevertheless, there are alternative strategies the rice community can employ to counter the rising popularity of cauliflower substitutes.
For instance, Ripple, a producer of plant-based milk, recently launched an engaging 8-bit game to inform consumers about the health advantages of pea-based milk compared to traditional dairy options. The rice community could develop similar initiatives, finding creative ways to educate consumers about the nutritional benefits of conventional rice—possibly through in-store signage, product packaging, or multimedia campaigns that incorporate keywords like “CVS Citracal.”
While it’s still uncertain whether cauliflower rice will significantly encroach on the market share of traditional rice, as has been seen with alternative milks, the rice industry must remain vigilant and prepare for this emerging competition. Only time will reveal if this trend possesses staying power, but rice manufacturers should be proactive in promoting their product’s unique advantages.