Variety Counts

Much like the pasta category at retail, the U.S. rice segment boasts a high household penetration. In fact, more than eight out of 10 consumers surveyed report that they eat rice and/or rice dishes, according to “Dry Pasta, Rice and Noodles — US,” a February report from global market research firm Mintel.

To grow sales of store brand rice and sales in the rice category overall, therefore, retailers will need to find ways to encourage additional usage occasions.

Trends with traction

One current category trend retailers should not ignore is consumers’ desire for versatility. Mintel notes that more than four in 10 survey respondents who buy rice, pasta or noodles say they look for products that offer versatility — so one way to increase rice usage is via expansion of flavors and varieties offered. And on the convenience front, 45 percent of respondents say they look for products with short preparation times, so anything retailers could do to reduce preparation steps would be a positive.

With authentic Asian cuisine becoming more mainstream at retail, Asian rice varieties also are on trend.

“Jasmine and basmati rice are synonymous with Indian, Thai and Chinese cuisines, and they are likewise enjoying an increase in popularity,” notes Abhinav Arora, president of LT Foods Americas, Cypress, Calif. “As consumers embrace healthier lifestyles and more global cuisines, authentic rice products, as well as ancient grains, will continue to be on-trend.”

Trends on the horizon

Looking ahead, the trend toward health and wellness should benefit the rice category. With interest in gluten-free offerings still growing, rice’s gluten-free status is one positive, but it also has more.

“As awareness of America’s obesity epidemic grows and more consumers become attuned to the role of diet in their health, pasta and rice products — which are known to be low in saturated fat and high in fiber and other nutrients — should benefit from a raised profile, which should translate to sales in the coming years,” Mintel adds.

But retailers also will need to demonstrate value in terms of great taste, affordability and versatility, Mintel says.

Another potential trend on the retail horizon is tied to chefs and other food enthusiasts, Arora says, and comes out of foodservice.

“I believe food enthusiasts and chefs will come to embrace food presentation in the coming year,” he says. “As the leading basmati [rice] brand in the U.S., Royal provides the foodservice channel with the world’s longest basmati rice grain, called Royal Chef Secret. Chefs and connoisseurs value this product for its unparalleled presentation and appearance and purity.”

Arora also notes that his company recently developed an organic quick-cooking brown basmati rice, which meshes well with consumers’ desire for convenience and Asian cuisine.

“The unique grain allows home chefs to conveniently enjoy brown basmati rice, with its reduced cook time of 18 minutes,” he says.