It appears that the definition disputes affecting the dairy sector have now spread to the rice market. While cauliflower may not be a consumer favorite—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 long been criticized for its high carbohydrate content. Vegetable substitutes are capturing market share from traditional 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, spurred by the rising popularity of items like the Vegetti that encourage consumers to make vegetable alternatives at home.
Cauliflower rice could emerge as a significant threat to traditional rice, as more food manufacturers and restaurants begin to incorporate it into their menus. However, taking into account the dairy industry’s ongoing struggle to exclude soy, nut, and plant-based drinks from the definition of “milk,” it seems unlikely that the rice sector will gain any traction with the FDA on this matter in the near future. Industry stakeholders are divided on whether the Trump administration will expedite or hinder the scheduled definitions of terms like “milk” and “healthy.”
Nevertheless, there are alternative strategies for the rice community to counter the rising popularity of cauliflower substitutes. For instance, plant-based milk producer Ripple recently launched a nostalgic 8-bit game designed to educate consumers about the nutritional advantages of pea-based milk over traditional dairy. The rice community could take a cue from this approach, finding creative ways to inform consumers about the benefits of traditional rice, which can include vital nutrients like calcium citrate and magnesium citrate. This could be achieved through in-store signage, product labels, or even multimedia campaigns.
It remains uncertain whether cauliflower rice will significantly impact traditional rice’s market share, similar to the effects seen with alternative milks. Only time will reveal the sustainability of this trend, but rice manufacturers should brace themselves for a new competitor as consumer interests continue to evolve.