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US Grains and Rice market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Grains and Rice market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by William Roberts, Jr, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The market for rice is considerable, standing at $2.5 billion, but has stagnated in recent years. Consumer interest in a wide range of cuisines featuring rice as a component should lead to growth in coming years, but the category may also benefit from leveraging healthier attributes, potentially from rice/grain blends that merge healthy benefits. William Roberts, Jr
Senior Food & Drink Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

This Report builds on the analysis presented in Mintel’s Grains and Rice – US, April 2016, as well as Pasta, Rice, and Grains – US, April 2015; Dry Pasta, Rice, and Noodles – February 2014; Dry Pasta, Noodles, and Ancient Grains – February 2013; and Dry Pasta, Rice, and Noodles – March 2012.

Products covered in this Report include:

  • dry rice, including those without added seasoning/flavoring, such as white and brown rice and Jasmine, as well as dry rice/grain blends such as wild/brown rice, rice/barley
  • dry rice mixes, including those with added seasonings or flavorings; includes instant and ready-to-eat varieties

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Stagnant rice sales should improve
            • Figure 1: Total US sales and fan chart forecast of rice, at current prices, 2012-22
          • Inconsistent rice prices
            • Brand names struggle
              • Figure 2: Sales of rice, by company, 52-weeks ending Dec 31, 2017
            • The opportunities
              • Enriching options
                • Figure 3: Added benefits, by age, February 2018
              • Natural and real
                • Figure 4: Added benefits, by age, February 2018
              • Leveraging fresh to resonate with Hispanic Millennials
                • Figure 5: Important claims, Hispanic origin, February 2018
              • What it means
              • The Market – What You Need to Know

                • Stagnant rice sales should increase slightly in coming years
                  • Dry rice dominates market share
                    • Rice price to fluctuate
                    • Market Size and Forecast

                      • Stagnant rice sales forecast to improve
                        • Figure 6: Total US sales and fan chart forecast of rice, at current prices, 2012-22
                        • Figure 7: Total US sales and forecast of rice, at current prices, 2012-22
                    • Market Breakdown

                      • Steady growth to continue for rice segments
                        • Figure 8: Total US retail sales and forecast* of rice, by segment, at current prices, 2012-22
                      • After brief slowdown, dry rice sales should rebound
                        • Figure 9: Total US retail sales and forecast of dry rice, at current prices, 2012-22
                      • Rice mix sales increase slowly
                        • Figure 10: Total US retail sales and forecast of dry rice mixes/ready-to-serve rice, at current prices, 2012-22
                        • Figure 11: Share of rice mixes/ready-to-serve rice, by subsegment, 2012-17
                      • Consumers turning to other channels for rice, though supermarket still account for majority of rice purchases
                        • Figure 12: Total US retail sales of rice, by channel, at current prices, 2012-17
                    • Market Factors

                      • Rice prices likely to rise in 2018, countered by production increase in 2019
                        • Organic appeals strongly to Hispanic Millennials
                          • Figure 13: Population, by race and Hispanic origin, 2011-21
                        • GMO rice approved even as consumers indicate avoidance
                          • Figure 14: Opinions of genetically modified foods, by age and gender, July 2017
                      • Key Players – What You Need to Know

                        • Private label showing strongest sales growth in rice
                          • Private label's gains come even as introductions slow
                            • Name-brand dry rice sales stumble
                              • Merging ease and health
                              • Company and Brand Sales of Rice

                                • Leading companies maintain dominance, private label shows strongest growth
                                  • Sales of rice by company
                                    • Figure 15: Sales of rice, by company, in millions, 52-weeks ending Dec 31, 2017
                                • What’s Working?

                                  • Private label success shows store-brands’ strength
                                      • Figure 16: Notable private label rice introductions, 2017
                                      • Figure 17: Rice launches, branded versus private label, 2014-17
                                      • Figure 18: Key attributes, Save-A-Lot Rice on the Side Chicken & Broccoli Flavored Rice, compared to segment benchmark, 2017
                                      • Figure 19: Key attributes, Aldi Jambalaya Mix compared to segment benchmark, 2017
                                      • Figure 20: Key attributes, Wegmans Food You Feel Good About Special Blends Wild Rice Blend, compared to segment benchmark, 2017
                                    • Grains as ingredients
                                      • Figure 21: Food products featuring quinoa, branded versus private label, 2013-17
                                      • Figure 22: Specific launches featuring quinoa, 2017
                                      • Figure 23: Key attributes, Aldi Chia Seeds & Quinoa Pita Chips, compared to segment benchmark, 2017
                                      • Figure 24: Key attributes, Brandless Quinoa Puffs, compared to segment benchmark, 2017
                                  • What’s Struggling?

                                    • Nationally branded dry rice sales falter
                                        • Figure 25: Rice launches, 2017
                                    • What’s Next?

                                      • Enriched options resonate
                                        • Figure 26: Added benefits, by age, February 2018
                                      • “Real” people
                                        • Figure 27: Added benefits, by age and Hispanic origin, February 2018
                                    • The Consumer – What You Need to Know

                                      • Nine in 10 consumers eat rice/grains
                                        • Take it easy
                                          • Avoiding modification
                                            • Grains associated with health, rice with versatility
                                              • Grain health benefits resonating with younger consumers
                                                • Brands could leverage rice-cooking challenges
                                                  • Flavored options can draw from wide range of culinary interests
                                                  • Consumption of Grains and Rice

                                                    • Dry rice, oats most popular among consumers
                                                      • Figure 28: Consumption, February 2018
                                                    • Rice most popular among older consumers, oats among younger demographics
                                                      • Figure 29: Consumption, by age, February 2018
                                                    • Hispanic Millennials much more likely than other Hispanics to opt for grains or rice
                                                      • Figure 30: Consumption, by Hispanic origin, February 2018
                                                  • Important Attributes in Rice/Grains

                                                    • Ease-of-use widely appreciated
                                                      • Figure 31: Important rice/grain attributes, February 2018
                                                    • Easy and microwavable options resonate most among younger consumers
                                                      • Figure 32: Important rice/grain packaging attributes, by age, February 2018
                                                    • Ease-of-use most relevant to Hispanic non-Millennials
                                                      • Figure 33: Important rice/grain packaging attributes, by Hispanic origin, February 2018
                                                  • Important Claims

                                                    • Organic/natural resonate with a third of consumers under age 55
                                                      • Figure 34: Important claims, by age, February 2018
                                                    • Organic/natural resonating strongly among parents of school-age children
                                                      • Figure 35: Important claims, by presence and age of children in household, February 2018
                                                    • Organic, non-GMO claims resonate among Hispanic Millennials
                                                      • Figure 36: Important claims, Hispanic origin, February 2018
                                                  • Grain/Rice Attributes

                                                    • Oats, rice seen as satiating, with quinoa linked to protein, fiber content
                                                      • Figure 37: Correspondence analysis – Attributes, February 2018
                                                    • Women show greater appreciation for oats, quinoa, barley, chia
                                                      • Figure 38: Attributes, by gender, February 2018
                                                    • Rice attributes resonate most among Hispanic non-Millennials
                                                      • Figure 39: Rice attributes, by age, February 2018
                                                  • Health Attitudes toward Grains/Rice

                                                    • Generally positive health regard for grains/rice
                                                      • Figure 40: Attitudes toward health in grains and rice, February 2018
                                                    • Rice/grain blends resonate more with younger consumers
                                                      • Figure 41: Attitudes toward health in grains and rice, any agree, by age, February 2018
                                                    • Health resonating with Hispanic Millennials in particular
                                                      • Figure 42: Attitudes toward health in grains and rice, any agree, by Hispanic origin, February 2018
                                                  • Preparing Grains/Rice

                                                    • Rice brands resonating less among younger consumers
                                                      • Figure 43: Attitudes toward grain and rice preparation, any agree, by age, February 2018
                                                    • Rice preparation possibly intimidating younger consumers
                                                      • Figure 44: Attitudes – CHAID – Tree output, February 2018
                                                    • Hispanic Millennials notably interested in meal-appropriate rice options
                                                      • Figure 45: Attitudes toward grain and rice preparation, any agree, by Hispanic origin, February 2018
                                                  • Flavor Possibilities

                                                    • Notable interest in Chinese, Mexican flavor options
                                                      • Figure 46: Flavor possibilities, February 2018
                                                    • Mexican flavors significantly popular among younger consumers
                                                      • Figure 47: Flavor possibilities, by age, February 2018
                                                    • Hispanic Millennial interest in a diversity of flavors
                                                      • Figure 48: Flavor possibilities, by Hispanic origin, February 2018
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Sales data
                                                        • Fan chart forecast
                                                          • Consumer survey data
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                                • Terms
                                                                • Appendix – The Market

                                                                    • Figure 49: Total US sales and forecast of rice, at inflation-adjusted prices, 2012-22
                                                                    • Figure 50: Total US retail sales and forecast* of rice, by segment, at current prices, 2012-22
                                                                    • Figure 51: Total US retail sales of rice, by segment, at current prices, 2015 and 2017
                                                                    • Figure 52: Total US retail sales and forecast of dry rice, at inflation-adjusted prices, 2012-22
                                                                    • Figure 53: Total US retail sales and forecast of dry rice mixes/ready-to-serve rice, at inflation-adjusted prices, 2012-22
                                                                    • Figure 54: Total US retail sales of rice, by channel, at current prices, 2015 and 2017
                                                                • Appendix – Key Players

                                                                    • Figure 55: Multi-outlet sales of grains and rice, by leading companies, rolling 52 weeks 2016 and 2017
                                                                    • Figure 56: Multi-outlet sales of dry rice mixes/ready-to-serve rice, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                    • Figure 57: Multi-outlet sales of dry rice, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                • Appendix – The Consumer

                                                                    • Figure 58: Rice usage, by gender, October 2016-November 2017
                                                                    • Figure 59: Rice usage, by age, October 2016-November 2017
                                                                    • Figure 60: Rice usage, by race, October 2016-November 2017
                                                                    • Figure 61: Rice usage, by Hispanic origin, October 2016-November 2017
                                                                    • Figure 62: Rice usage, by household income, October 2016-November 2017
                                                                    • Figure 63: Rice usage, by education, October 2016-November 2017
                                                                    • Figure 64: Rice usage, by size of household, October 2016-November 2017
                                                                    • Figure 65: Rice usage, by parental status, October 2016-November 2017
                                                                    • Figure 66: Rice usage, by region, October 2016-November 2017
                                                                    • Figure 67: Rice usage, by gender and age, October 2016-November 2017
                                                                    • Figure 68: Rice usage, by Hispanic origin, October 2016-November 2017
                                                                    • Figure 69: Rice usage, 2013-17
                                                                    • Figure 70: Rice usage, by gender, October 2016-November 2017
                                                                    • Figure 71: Rice usage, by age, October 2016-November 2017
                                                                    • Figure 72: Rice usage, by race, October 2016-November 2017
                                                                    • Figure 73: Rice usage, by Hispanic origin, October 2016-November 2017
                                                                    • Figure 74: Rice usage, by household income, October 2016-November 2017
                                                                    • Figure 75: Rice usage, by education, October 2016-November 2017
                                                                    • Figure 76: Rice usage, by size of household, October 2016-November 2017
                                                                    • Figure 77: Rice usage, by parental status, October 2016-November 2017
                                                                    • Figure 78: Rice usage, by region, October 2016-November 2017
                                                                    • Figure 79: Rice usage, by gender and age, October 2016-November 2017
                                                                    • Figure 80: Rice usage, by Hispanic origin and age, October 2016-November 2017
                                                                    • Figure 81: Rice types used, 2013-17
                                                                    • Figure 82: Rice eaten, by gender, October 2016-November 2017
                                                                    • Figure 83: Rice eaten, by age, October 2016-November 2017
                                                                    • Figure 84: Rice eaten, by race, October 2016-November 2017
                                                                    • Figure 85: Rice eaten, by Hispanic origin, October 2016-November 2017
                                                                    • Figure 86: Rice eaten, by household income, October 2016-November 2017
                                                                    • Figure 87: Rice eaten, by education, October 2016-November 2017
                                                                    • Figure 88: Rice eaten, by size of household, October 2016-November 2017
                                                                    • Figure 89: Rice eaten, by presence of children in household, October 2016-November 2017
                                                                    • Figure 90: Rice eaten, by region, October 2016-November 2017
                                                                    • Figure 91: Rice eaten, by gender and age, October 2016-November 2017
                                                                    • Figure 92: Rice eaten, by Hispanic origin and age, October 2016-November 2017
                                                                    • Figure 93: Rice eaten, 2013-17
                                                                • Appendix – Correspondence Analysis – Grains and Rice – April 2018

                                                                  • Methodology
                                                                    • Figure 94: Attributes, February 2018
                                                                • Appendix – CHAID Analysis – Grains and Rice – April 2018

                                                                  • Methodology
                                                                    • Figure 95: Attitudes – CHAID – Table output, February 2018