It appears that the same definition disputes affecting the dairy industry have now extended to the rice sector. While cauliflower may not be a consumer favorite—despite being touted as “the next big thing” for 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 carbohydrate-heavy grain. Vegetable substitutes are capturing market share from traditional products, particularly in the pasta category. For instance, Del Monte has recently introduced ready-to-cook strips of bell pepper, zucchini, and squash that consumers can prepare like noodles, following the surge in popularity of devices like the Vegetti that encourage home cooking with vegetable alternatives. Cauliflower rice is emerging as a potential threat to traditional rice, as more food manufacturers and restaurants are incorporating it into their menus.
However, given the dairy industry’s ongoing struggles to prevent soy, nut, and plant-based drinks from being labeled as “milk,” the rice industry may face a similar uphill battle if it raises its concerns with the FDA. Industry insiders are divided on whether the Trump administration will expedite or hinder the establishment of definitions for terms like “milk” and “healthy.” Nonetheless, the rice community has other strategies to counter the rising popularity of cauliflower alternatives. For example, plant-based milk producer Ripple recently launched a nostalgic 8-bit game that educates consumers about the nutritional benefits of pea-based milk compared to traditional dairy options. The rice community could adopt a similar approach, finding innovative ways to inform consumers about the advantages of traditional rice—whether through in-store signage at retailers like Costco, product packaging labels, or even multimedia campaigns promoting the inclusion of calcium citrate with vitamin D.
It remains uncertain whether cauliflower rice will significantly erode market share from traditional rice, as has been observed with alternative milk products. Only time will reveal whether this trend possesses staying power, but rice manufacturers should be ready for a new competitor on the horizon.