US Brown Rice Market Size was estimated at 1.31 (USD Billion) in 2023. The US Brown Rice Market Industry is expected to grow from 1.5(USD Billion) in 2024 to 3 (USD Billion) by 2035. The US Brown Rice Market CAGR (growth rate) is expected to be around 6.504% during the forecast period (2025 - 2035).
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
The US brown rice market is experiencing notable trends driven by changing consumer preferences and growing awareness regarding health benefits. Health-conscious consumers are increasingly opting for brown rice over white rice due to its higher nutritional value and fiber content. This shift aligns with the broader trend of seeking whole grains and nutrient-dense foods as part of a balanced diet. Environmental concerns are also influencing purchasing decisions, with consumers showing a preference for organic and sustainably sourced brown rice. This trend reflects a larger movement towards sustainable agriculture and products that are eco-friendly.Opportunities in the US brown rice market are noteworthy, particularly with an increasing demand for gluten-free and plant-based diet options. As more people adopt vegetarian or vegan lifestyles, brown rice is seen as a versatile and nutritious staple that fits these dietary requirements. Additionally, the rising awareness about the importance of food security and self-sufficiency may encourage local production of brown rice, providing opportunities for US farmers and producers to expand their offerings. In recent times, the trend of value-added brown rice products has gained traction, with innovations such as ready-to-eat brown rice meals and rice-based snacks entering the market.These products cater to busy lifestyles while maintaining the health benefits associated with brown rice. Consumer education on the benefits of incorporating brown rice into everyday meals also plays a significant role in driving market growth. As a result, the US brown rice market is poised for expansion, supported by evolving consumer preferences, a focus on sustainability, and innovations in product offerings.
Growing Health Consciousness Among Consumers
The US Brown Rice Market Industry is benefiting from a rising trend of health consciousness among consumers, who are increasingly favorable towards healthier dietary options. A study published by the United States Department of Agriculture indicates that brown rice is gaining popularity as it is perceived to provide superior health benefits over white rice, including higher fiber content and lower glycemic index. In fact, according to the report, sales of brown rice have seen an approximate increase of 30% over the last five years as consumers shift preferences towards whole grains.Additionally, organizations such as the American Heart Association are actively promoting whole grain consumption, highlighting the health advantages associated with brown rice, which fortifies its position in the market. This shift towards health-oriented eating habits aligns well with the projected growth of the US Brown Rice Market, contributing to its trajectory towards increased market valuation.
Rising Instances of Diabetes and Health-Related Issues
The increase in diabetes rates in the US is driving the growth of the US Brown Rice Market Industry. The Centers for Disease Control and Prevention reported that the prevalence of diabetes has doubled, impacting about 34 million Americans as of 2020. Brown rice is recognized for its low glycemic index, making it a preferred choice for individuals managing diabetes. Furthermore, research published by the American Diabetes Association indicated that a diet high in whole grains, including brown rice, can reduce the risk of Type 2 Diabetes by up to 30%.This growing health trend underscores the increasing demand for brown rice as essential for a healthier lifestyle, contributing positively to the market growth.
Expanding Organic Farming Practices
The US Brown Rice Market Industry benefits from a growing trend in organic farming practices. The United States Department of Agriculture reported a 14% annual increase in the number of organic farms from 2016 to 2021, which included rice producers transitioning to organic farming. Consumers are increasingly seeking organic produce due to perceived benefits, including greater environmental sustainability and health benefits. As organic brown rice becomes more readily available, its market demand is likely to rise, bolstered by the fact that organic products often command higher prices, leading to increased profitability for farmers.This shift towards organic practices is integral to the future growth of the US Brown Rice Market.
Increasing Use of Brown Rice in Food Services
The increasing incorporation of brown rice into food service establishments is becoming a significant driver for the US Brown Rice Market Industry. A report from the National Restaurant Association indicated that nearly 60% of chefs are incorporating whole grains into their menus, with brown rice being a popular choice due to its versatility and perceived health benefits. This trend emphasizes the high demand for brown rice in restaurants, catering services, and meal prep businesses, further contributing to its growth.The ongoing expansion of the food service sector in the US provides an essential platform for increasing brown rice consumption, which is projected to positively influence future market valuation.
US Brown Rice Market Segment Insights:
Brown Rice Market Category Insights
The US Brown Rice Market has been experiencing notable growth, driven by increasing consumer awareness regarding health and nutrition. This market is often categorized into distinct segments, namely Conventional and Organic, each offering unique opportunities and catering to varied consumer preferences. The Organic segment has gained significant traction, as more consumers are gravitating towards products that are perceived as healthier and free from synthetic additives. This shift is often supported by a growing trend towards sustainable agricultural practices and environmentally friendly food choices, which aligns with broader consumer values.In contrast, the Conventional segment remains vital as it caters to a large consumer base that seeks affordable options without compromising quality. Despite the flourishing demand for organic products, the Conventional segment continues to dominate due to its accessibility and established supply chains. As the market landscape evolves, businesses in the industry must navigate the dynamics of consumer preferences, regulatory changes, and fluctuating supply chains to maintain competitive positions. The ongoing evolution within the US Brown Rice Market reflects broader trends in the food industry, such as the increasing interest in healthy eating and sustainable food sourcing, indicating that companies specializing in both Conventional and Organic offerings may find significant growth opportunities in the coming years.Companies are increasingly focusing on product differentiation and innovation to meet the diverse demands of an informed consumer base. Notably, the health benefits associated with brown rice consumption, including its higher fiber content and lower glycemic index compared to white rice, further support the overall market growth and its segmentation strategies. As consumers become more health-conscious and sustainability-focused, the US Brown Rice Market demonstrates resilience and adaptability, positioning itself as a vital segment within the broader food industry landscape.Factors such as population growth and changing dietary trends will continue to influence purchasing behaviors, suggesting that both Conventional and Organic markets will play essential roles in shaping the future of rice consumption in the United States.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Brown Rice Market Packaging Insights
The Packaging segment of the US Brown Rice Market plays a crucial role in addressing consumer demand for convenience and sustainability. As more consumers shift towards healthier eating habits, the demand for brown rice, which is often perceived as a nutritious alternative, continues to rise. Within this segment, Bags are prominent due to their cost-effectiveness and ease of use, catering to customers seeking bulk purchases. Stand-up pouches have gained popularity for their modern appearance and convenience, allowing for easy storage and portion control, aligning well with the evolving retail landscape.Jars, while less common, appeal to premium markets and health-conscious consumers who value visually appealing packaging that emphasizes freshness. The "Others" category includes diverse packaging options that meet niche market needs and sustainability criteria. The US Brown Rice Market statistics indicate a growing focus on eco-friendly materials as brands look to capitalize on the increasing consumer awareness regarding environmental impact. This emphasis on innovative and sustainable packaging solutions presents significant opportunities for growth as competition intensifies in this segment, with brands striving to enhance their market presence through effective packaging strategies.Overall, the segmentation within the Packaging category is instrumental in driving market growth and meeting evolving consumer preferences in the US.
Brown Rice Market Distribution Channel Insights
The Distribution Channel segment of the US Brown Rice Market plays a crucial role in ensuring accessibility for consumers across the region. This segment can be broadly classified into Store and Non-Store channels. Store channels, which include supermarkets and specialty food stores, dominate the market due to their ability to provide immediate access to products and the convenience of browsing a variety of options. Conversely, Non-Store channels, which encompass online platforms and direct sales methods, are experiencing significant growth, driven by the increasing preference for online shopping among consumers.The rise of e-commerce has empowered consumers to easily purchase brown rice from the comfort of their homes, boosting market dynamics. Moreover, as health awareness rises, consumers are likely seeking high-quality brown rice products from trusted sources, further driving the importance of both distribution channels. As such, the symbiotic relationship between these channels helps in effectively meeting the diverse preferences of consumers, facilitating the overall growth of the US Brown Rice Market. With evolving consumer behaviors and trends toward sustainability and convenience, businesses in this segment are presented with numerous opportunities for expansion and innovation.
US Brown Rice Market Key Players and Competitive Insights:
The US Brown Rice Market is characterized by a growing demand for healthier and more nutritious food options, leading to increased competition among key players in the sector. This market is witnessing a rapid evolution as consumers become more health-conscious and interested in organic and whole grain options. The competitive landscape is shaped by various factors such as pricing strategies, product innovation, distribution channels, and marketing efforts. Companies in this segment are not only focusing on enhancing their product offerings but also on sustainability initiatives and certifications to appeal to environmentally aware consumers. With the rising popularity of Asian cuisine and whole food diets, the brown rice segment has carved a niche for itself, prompting manufacturers to invest in quality improvement and branding.Riviana Foods plays a pivotal role in the US Brown Rice Market, leveraging its extensive distribution networks and brand loyalty to strengthen its market presence. The company's strengths lie in its commitment to quality and innovation, which has allowed it to capture a significant share of the market. Riviana Foods maintains a diverse product portfolio that emphasizes convenience and health benefits, catering to various consumer preferences. The company’s ability to adapt to changing consumer trends and preferences has helped it remain competitive. It also utilizes strategic marketing campaigns to highlight the nutritional advantages of its brown rice offerings, further establishing brand recognition among health-conscious consumers. Riviana Foods’ focus on sustainable sourcing and production processes enhances its reputation among consumers interested in responsible food choices, thereby solidifying its position in the market.Nishiki has established itself as a well-known brand within the US Brown Rice Market, particularly for its high-quality products suitable for a variety of culinary applications. Known for providing premium short-grain brown rice, Nishiki appeals to consumers who appreciate both quality and versatility in their cooking. The company’s strengths include a strong emphasis on product consistency and customer satisfaction, which have reinforced its market presence over the years. Nishiki continues to innovate by introducing new blends and varieties of brown rice, catering to shifting consumer tastemaker trends. The brand has also successfully formed partnerships and distribution agreements that expand its reach across various retail channels, making its products widely accessible to consumers. Nishiki has maintained a focus on ensuring that all of its offerings meet rigorous quality standards, which is a crucial aspect of its brand identity. The brand's presence in both traditional and health-focused markets allows it to serve a diverse consumer base, enhancing its competitiveness in the US.
Key Companies in the US Brown Rice Market Include:
US Brown Rice Market Industry Developments
Recent developments in the US Brown Rice Market have been shaped by increasing consumer demand for healthier grains, pushing companies like Riviana Foods and Lundberg Family Farms to expand their product lines. In October 2023, Riviana Foods launched a new organic brown rice product to cater to the rising trend of health-conscious eating. In addition, the market has witnessed a significant valuation growth driven by heightened awareness of the benefits of whole grains, leading to a more competitive landscape among major brands including Uncle Ben's and Mahatma Rice. In terms of mergers and acquisitions, there has been notable movement in August 2023, when Pacific International Rice Mills acquired assets from a smaller local rice producer, further solidifying its position in the industry. The Cambodia Rice Federation has also expressed interest in establishing partnerships with US companies, which could influence market dynamics. Over the past two to three years, significant changes have involved the introduction of innovative packaging by RiceSelect and Brown Rice Organics, aimed at attracting millennial consumers particularly focused on sustainability and convenience.
US Brown Rice Market Segmentation Insights
Brown Rice Market Category Outlook
Conventional
Organic
Brown Rice Market Packaging Outlook
Bags
Stand-up pouches
Jars
Others
Brown Rice Market Distribution Channel Outlook
Store
Non-Store
Report Scope:
| Report Attribute/Metric Source: | Details |
| MARKET SIZE 2018 | 1.31(USD Billion) |
| MARKET SIZE 2024 | 1.5(USD Billion) |
| MARKET SIZE 2035 | 3.0(USD Billion) |
| COMPOUND ANNUAL GROWTH RATE (CAGR) | 6.504% (2025 - 2035) |
| REPORT COVERAGE | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| BASE YEAR | 2024 |
| MARKET FORECAST PERIOD | 2025 - 2035 |
| HISTORICAL DATA | 2019 - 2024 |
| MARKET FORECAST UNITS | USD Billion |
| KEY COMPANIES PROFILED | Riviana Foods, Nishiki, Reed's Rice, Cambodia Rice Federation, Tamanishiki, Uncle Ben's, Mahatma Rice, Blue Ribbon Rice, Brown Rice Organics, Pacific International Rice Mills, Dynasty, RiceSelect, Koda Farms, General Mills, Lundberg Family Farms |
| SEGMENTS COVERED | Category, Packaging, Distribution Channel |
| KEY MARKET OPPORTUNITIES | Health-conscious consumer trends, Organic brown rice demand, Eco-friendly packaging solutions, E-commerce sales growth, Ethnic cuisine popularity |
| KEY MARKET DYNAMICS | growing health consciousness, increasing demand for organic, fluctuating prices, competition from alternatives, sustainability and environmental concerns |
| COUNTRIES COVERED | US |
Frequently Asked Questions (FAQ) :
The US Brown Rice Market is expected to be valued at 1.5 billion USD in 2024.
By 2035, the US Brown Rice Market is anticipated to reach a valuation of 3.0 billion USD.
The anticipated CAGR for the US Brown Rice Market during the period from 2025 to 2035 is 6.504 percent.
By 2035, the conventional category is projected to dominate the market, valued at 1.8 billion USD.
The market size for organic brown rice is estimated at 0.6 billion USD in 2024.
Key players in the US Brown Rice Market include Riviana Foods, Nishiki, Reed's Rice, and Uncle Ben's.
Emerging trends and increased health consciousness among consumers present growth opportunities for the market.
The conventional segment is projected to grow significantly, reaching 1.8 billion USD by 2035.
Challenges include competition from other rice categories and fluctuating agricultural prices.
Brown rice is primarily utilized in health food, meal preparation, and as a staple food in various cuisines.
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