"Value and interest in global cuisines are boosting rice sales. Elevating healthfulness, versatility, and convenience will support further growth."
Richard Caines, Senior Analyst, Insights - Food & Drink
The proportion of users eating rice more than once a week is up from 37% to 45%, and that for grains is up from 40% to 44% between 2023 and 2025. More cooking at home and changing meal choices, including eating more global cuisines, have supported the eating of rice/grains more often. Promoting new uses and occasions will be key to further increasing sales volumes.
Rice can elevate healthiness in two main ways, including through already well-established whole grain options, and combining rice with other nutrient-rich ingredients. The latter could be either through rice mixes, or through recipe suggestions for nutritionally-balanced meals featuring rice. There is room for more on-pack fiber call-outs, and explaining the benefits of fiber.
27% of rice/grains purchasers wish there were more single-serve rice and grain products available. Groups most interested in single-serve rice/grains products include parents and larger size households of four or five persons, highlighting the importance of catering for people in a household eating at different times, or with different meal preferences.
Products covered in this Report include:
Oats are excluded from the market size, but are covered in the consumer research.
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