It appears that the same definition disputes affecting the dairy sector have now made their way into the rice market. While cauliflower has yet to win over consumers fully — despite being touted as “the next big thing” for years — shoppers are increasingly seeking guilt-free food options that can enhance their diets. This trend poses a challenge for the rice industry, which has earned a negative reputation over time due to its carbohydrate-heavy grain. Vegetable substitutes are steadily capturing market share from conventional products, especially in the pasta category. For instance, Del Monte has recently introduced ready-to-cook strips of bell pepper, zucchini, and squash, which consumers can prepare like noodles, following the success of products like the Vegetti that encouraged home cooks to experiment with vegetable alternatives for pasta.
Cauliflower rice may emerge as a significant competitor, as more food manufacturers and restaurants begin to integrate this option into their menus. However, drawing parallels to the dairy industry’s ongoing battle to exclude soy, nut, and plant-based beverages from the definition of “milk,” it seems unlikely that the rice industry will gain any momentum on this front if they approach the FDA with their concerns. Opinions among industry stakeholders are divided regarding whether the Trump administration will expedite or hinder the setting of definitions for terms like “milk” and “healthy.”
Nonetheless, the rice community has other avenues to challenge the rising popularity of cauliflower alternatives. For example, Ripple, a producer of plant-based milk, recently launched a nostalgic 8-bit game designed to inform consumers about the nutritional advantages of pea-based milk compared to traditional dairy options. The rice industry could adopt a similar approach, finding creative ways to educate consumers about the benefits of traditional rice, including its role in providing essential nutrients like Citracal calcium and vitamin D. This could be achieved through in-store signage, product packaging, or even multimedia campaigns.
It remains uncertain whether cauliflower rice will significantly encroach upon the market share held by traditional rice, as has been seen with alternative milks. Only time will reveal if this trend possesses staying power, but rice manufacturers should remain vigilant and prepared for emerging competition.