Description

Providing the most comprehensive and up-to-date information and analysis of the US Grains and Rice market, including the behaviors, preferences and habits of the consumer.

The rice and grains category was effectively stagnant pre-pandemic, thanks to its perception as being unexciting and with many consumers seeing effectively no difference between brands. However, the COVID-19 pandemic triggered a sharp 26% rise in category sales throughout 2020, as consumers branched out more into cooking at home.

This trend towards scratch cooking has seen more consumers experiment with recipes, including healthier meals. This creates new opportunities for companies and brands to capitalize on this new momentum in the category, offering a greater range of recipes, including international cuisines.

This report covers the current state of the grains and rice category in the US, including the effects of the COVID-19 pandemic and the predicted recovery rate going forward. While the category is expected to return to slim growth rates as dining out venues reopen, healthy eating trends could help the market recover. Brands could also look to expand the potential for rice outside of its typical lunch and dinner role.

Read on to discover more details or take a look at all of our US Food and Foodservice market research.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the rice and grains market.
  • Changes in rice consumption.
  • Consumer attitudes toward rice and grains.
  • Important nutritional attributes.

Covered in this report

Brands: Mars (Uncle Ben’s, Seeds of Change), Unilever, Goya Foods, PepsiCo, McCormick Company, Golden Star Trading, Ebro Foods SA (Carolina, Mahatma, Minute, Success), Riviana Foods,  Vigo, Symingtons, Lundberg Family Farms, Kennedy Rice Mills, Lotus Foods.

Expert analysis from a specialist in the field

Written by Billy Roberts, 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.

Purchase of rice and grains is nearly universal, and its best assets, versatility and value came in especially handy in 2020. While grains and rice may be saddled with a less-than-exciting reputation, they proved to be both a pantry staple and fundamental part of meal time. Going forward, brands will be challenged to keep up the momentum and remain part of the consideration set at meal time. Sharing recipes and ideas to keep meal time exciting while increasing consumption will remain effective, but it may be time for brands to also target meal planning tips to help consumers to stay engaged as they resume “normal” routines and seek convenient and healthier options.

Billy Roberts
Sr. Analyst – Food and Drink

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of rice and grains, at current prices, 2015-25
      • Figure 2: Total US sales and forecast of rice and grains, at current prices, 2015-25
    • Impact of COVID-19 on rice and grains
      • Figure 3: Short-, medium- and long-term impact of COVID-19 on rice and grains, April 2021
    • Opportunities and challenges
    • Rice/grains struggle to stand out in a sea of sides
      • Figure 4: Qualities associated with rice, pasta and potatoes, March 2021
    • Play up the role of culinary exploration
      • Figure 5: Attitudes on rice and the meal, March 2021
    • Better than just BFY
      • Figure 6: Attitudes on rice and health, March 2021
  3. The Market – Key Takeaways

    • Rice’s boom to fizzle
    • Embrace authentic interest in dry rice
    • Raising rice
  4. Market Size and Forecast

    • A quick rise and fall for rice/grain sales
      • Figure 7: Total US sales and fan chart forecast of rice and grains, at current prices, 2015-25
      • Figure 8: Total US sales and forecast of rice and grains, at current prices, 2015-25
    • Learnings from the Great Recession
      • Figure 9: Total U.S. retail sales of dry rice and rice mixes, 2006-10
  5. Segment Performance

    • Segments sacrifice BFY for flavor/convenience
      • Figure 10: Sales of rice and rice mixes, by segment, 2015-25
    • Rice rises across channels
      • Figure 11: Total US retail sales of grains and rice, by channel, at current prices, 2015-20
  6. Market Factors

    • Cooking fatigue is real
    • eCommerce opportunities
    • Rice prices in flux
    • COVID concerns may keep meals at home a little longer
    • Increasing diversity in up-and-coming generations
      • Figure 12: Population by race and Hispanic origin, 2015-20
  7. Companies and Brands – Key Takeaways

    • Rice battles perception challenges
    • Straight from the source
    • Cater to the consumer
  8. Market Share

    • Sizable growth for all rice/grain brands
    • Sales of rice by company
      • Figure 13: Sales and market share of rice, by company, in millions, 52 weeks ending February 21, 2021
      • Figure 14: Multi-outlet sales of grains and rice, by leading companies, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • Continue to set rice apart from its commodity perception
    • Brands make the sustainable BFY connection
      • Figure 15: Rice launches in the US, by natural/environmental claim, 2016-20
    • Brands target growing ecommerce opportunities
  10. Market Opportunities

    • Maintain the pandemic momentum with meal planning ideas
    • Better than better for you
      • Figure 17: Attitudes on rice and health, March 2021
  11. The Consumer – Key Takeaways

    • Pandemic drives growth for the mature category
    • Shift in rice usage more into the home
    • Take advantage of rice’s versatility
    • Specific cuisine applications could benefit rice segments
    • Consumers still on the hunt for excitement from the category
  12. Purchase of Rice/Grains

    • Grains and rice market split down the middle
      • Figure 18: Rice/grain purchase repertoire, March 2021
    • Rice purchase outpaces grains
      • Figure 19: Purchase of rice/grains, March 2021
    • Younger adults lead category purchase
      • Figure 20: Purchase of rice/grains – NET, by age, March 2021
  13. Change in Rice/Grain Consumption

    • Pandemic inspires increased consumption
      • Figure 21: Change in rice/grain consumption, March 2021
    • 18-54 most likely to have increased consumption in the past year
      • Figure 22: Change in rice/grain consumption, by age, March 2021
    • Sustain growth by reinforcing convenience and health
      • Figure 23: Reasons for consuming more grains/rice in the past year, by consumers eating grains or rice more often, by age, March 2021
  14. Rice/Grain Usage

    • Move from recipes to meal planning
      • Figure 24: Rice/grain usage, March 2021
    • Younger consumers open to new dayparts, products
      • Figure 25: Rice/grain usage by daypart, by age, March 2021
    • Increased occasions move beyond the conventional
      • Figure 26: Rice/grain usage, by change in consumption, March 2021
  15. Important Nutritional Attributes

    • Reinforce inherent goodness with quality cues
      • Figure 27: Important nutritional attributes, March 2021
    • Cleaner label FTW
      • Figure 28: TURF analysis – Important nutritional attributes, March 2021
      • Figure 29: Table – TURF analysis – Important nutritional attributes, March 2021
  16. Side Dish Associations

    • Reinforce versatility to increase value even further
      • Figure 30: Qualities associated with selected side dishes, March 2021
      • Figure 31: Qualities associated with rice, pasta and potatoes, March 2021
    • Target messages about versatility and health to younger adults
      • Figure 32: Qualities associated with selected side dishes, by age, March 2021
  17. Rice and Grains Attitudes

    • Engage rice’s integral role in cuisine exploration
      • Figure 33: Attitudes on rice and the meal, March 2021
    • Packaging upgrades should provide value
      • Figure 34: Improving rice packaging, any agree, by age, March 2021
    • Parents are still hungry for recipe ideas
      • Figure 35: Inspiring rice usage, by parental status, March 2021
    • Healthier rice = functional ingredients
      • Figure 36: Attitudes on rice and health, March 2021
    • Brand differentiation is critical
      • Figure 37: Branding and rice, any agree, by parental status, March 2021
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  19. Appendix – The Market

      • Figure 38: Total US retail sales and forecast of grains and rice, at current prices, 2015-25
      • Figure 39: Total US retail sales and forecast of grains and rice, at inflation-adjusted prices, 2015-25
      • Figure 40: Total US retail sales of grains and rice, by segment, at current prices, 2018 and 2020
      • Figure 41: Total US retail sales and forecast of dry rice, at current prices, 2015-25
      • Figure 42: Total US retail sales and forecast of dry rice, at inflation-adjusted prices, 2015-25
      • Figure 43: Multi-outlet sales of dry rice, by value and volume, 2015-20
      • Figure 44: Total US retail sales and forecast of dry rice mixes, at current prices, 2015-25
      • Figure 45: Total US retail sales and forecast of dry rice mixes, at inflation-adjusted prices, 2015-25
      • Figure 46: Multi-outlet sales of dry rice mixes, by value and volume, 2015-20
      • Figure 47: Total US retail sales and forecast of ready-to-serve rice, at current prices, 2015-25
      • Figure 48: Total US retail sales and forecast of ready-to-serve rice, at inflation-adjusted prices, 2015-25
      • Figure 49: Multi-outlet sales of ready-to-serve rice, by value and volume, 2015-20
  20. Appendix – Companies and Brands

      • Figure 50: Multi-outlet sales of grains and rice, by leading companies, rolling 52 weeks 2020 and 2021
      • Figure 51: Multi-outlet sales of dry rice, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 52: Multi-outlet sales of dry rice mixes, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 53: Multi-outlet sales of ready-to-serve rice, by leading companies and brands, rolling 52 weeks 2020 and 2021
  21. Appendix – Retail Channels

      • Figure 54: Total US retail sales of grains and rice, by channel, at current prices, 2018 and 2020
      • Figure 55: US supermarket sales of grains and rice, at current prices, 2015-20
      • Figure 56: US sales of grains and rice through other retail channels, at current prices, 2015-20
  22. Appendix – Consumer

      • Figure 57: Average household spending on grains and rice, 2015-20
  23. Appendix – TURF Methodology

      • Figure 58: TURF analysis – Important nutritional attributes, March 2021
      • Figure 59: Table – TURF analysis – Important nutritional attributes, March 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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