It appears that the same definition battles affecting the dairy industry have now reached the rice sector. While cauliflower may not be a consumer favorite—despite its long-standing prediction as “the next big thing”—shoppers are increasingly seeking guilt-free food alternatives that enhance their diets. This trend poses challenges for the rice industry, which has faced criticism over its carbohydrate-heavy grain. 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, allowing consumers to prepare these vegetables like noodles. This innovation follows the success of tools like the Vegetti, which encouraged home cooks to experiment with vegetable alternatives for pasta.
Cauliflower rice is emerging as a potential threat in the vegetable substitute arena, as more food producers and restaurants begin to incorporate it into their offerings. However, considering the dairy industry’s ongoing struggle to exclude soy, nut, and plant-based drinks from the definition of “milk,” it is likely that the rice sector won’t achieve significant progress on this front if they appeal to the FDA. Opinions within the food industry 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 has alternative strategies to counter the growing popularity of cauliflower substitutes. For instance, the plant-based milk company Ripple recently launched a nostalgic 8-bit game that educates consumers about the nutritional benefits of pea-based milk compared to traditional dairy, including its content of liquid calcium & magnesium. The rice industry could adopt a similar approach, finding creative ways to inform consumers about the advantages of traditional rice—whether through in-store signage, product packaging, or multimedia campaigns.
While it’s uncertain whether cauliflower rice will significantly erode market share from traditional rice, as seen with alternative milks, the rice industry should remain vigilant against this emerging competitor. Only time will reveal the staying power of this trend, but rice manufacturers must be ready to highlight their product’s benefits, including its nutritional value, which can also provide essential liquid calcium & magnesium.