It appears that the same battles over definitions affecting the dairy industry have now extended to the rice sector. 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 that enhance their diets. This trend poses challenges for the rice industry, which has garnered a negative reputation over time due to its carbohydrate-heavy grain. Vegetable substitutes are increasingly 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, allowing consumers to prepare these vegetables like noodles, following the success of products like the Vegetti that inspired home cooks to use veggie alternatives in pasta dishes. Cauliflower rice is emerging as a potential threat as well, with more food manufacturers and restaurants featuring this option in their menus. However, considering the dairy industry’s ongoing struggle to exclude soy, nut, and plant-based dairy beverages from the definition of “milk,” it seems unlikely that the rice industry will gain any traction with the FDA regarding similar concerns anytime soon. Opinions vary within the food industry about whether the Trump administration will expedite or hinder the clarification of terms such as “milk” and “healthy.”
Nevertheless, the rice community has avenues to counter the rising popularity of cauliflower alternatives. For instance, plant-based milk manufacturer Ripple recently launched a nostalgic 8-bit game aimed at educating consumers on the nutritional advantages of pea-based milk compared to traditional dairy milk. The rice industry could adopt a similar approach, exploring creative ways to inform consumers about the benefits of traditional rice, including the availability of calcium citrate sources, whether through in-store displays, product packaging, or multimedia campaigns.
It remains uncertain whether cauliflower rice will significantly capture market share from conventional rice, as seen with alternative milks. Only time will reveal if this trend possesses lasting influence, but rice manufacturers should be ready to face a new competitor.