Poised for Growth
Rice has long been a versatile, affordable meal staple in North American households. From plain steamed white rice and whole-grain rice blends to sauced-up rice-and-veggie combos, the options are numerous and still growing.
What’s more, its status as a gluten-free grain should keep rice in growth mode in the coming years, considering the rapidly expanding demographic of gluten-avoiding consumers.
“As more consumers look for gluten-free options, rice has become even more of a dinner-time staple, and consumers are looking for ways to keep this side dish interesting,” says Kazia Jankowski, an associate culinary director at Sterling-Rice Group, Boulder, Colo. “That means turning to alternative rices like black rice, and also looking for options with new seasonings from around the globe.”
She adds that rice is well-suited to leverage flavors from rice-eating regions that include Southeast Asia, Italy, Mexico, China, Japan and Peru.
Trends with traction
One trend on the rice side expected to have staying power is that toward the expansion of organic grain selections in mainstream grocery outlets, “as even budget-conscious consumers begin to place greater focus on the quality of the food they serve to their families,” says Abhinav Arora, president of Cypress, Calif.-based LT Foods Americas (formerly Kusha Inc.). In addition, ready-to-eat and quick-cooking rice items are in high demand.
“Whole grains have gained wide acceptance as an integral part of a healthy diet, in part thanks to the USDA’s new ‘food plate,’” he says. “But compared to processed white rice, whole grains like brown rice require almost twice the cook time — quick-cook rice products combine the convenience of white rice with the health benefits of whole grains.”
Trends on the horizon
In the next year, the emerging trend toward specialty grains is expected to impact the rice category.
“Select specialty grains such as basmati rice are poised to grow in retail markets in the coming years,” says Nadine Curias, vice president of marketing and strategy for LT Foods Americas. “As consumers become more health-conscious, more informed and more open to trying ethnic foods, they become more willing to purchase the exotic grains they’ve seen on TV or tasted at a restaurant.”
For its part, basmati rice has long been a staple in ethnic cuisines, she says, and is gaining in popularity among retail consumers “who want to bring the grain’s superior length and sweet aroma into their own kitchens.” For 2014, mainstream retailers appear to be ready to expand ethnic food offerings, she adds, to cater to these consumers’ needs — and those of an increasingly global consumer base.
Speaking of specialty rice, in its 2012 “Consumer Trends Market Overview in Specialty Rice” report, global market research firm Datamonitor notes that specialty rice varieties are ideally situated to fulfill consumer demand for healthful, wholesome offerings. However, current innovation trends fall short of the mark.
“Two-thirds of consumers enjoy making new things to eat or trying different foods,” Datamonitor notes, “and two out of five consumers say that their taste in food has changed as a result of exposure to foods from other cultures, revealing opportunities to launch new specialty rice products targeted at this group of curious consumers.”