Brown Rice Market

Brown Rice Market Size

The global brown rice market generated significant revenues in 2024 and is predicted to grow at a decent CAGR during 2025-2034 owing to an increasing inclination towards whole grain foods, and a rising demand for minimally processed foods. Due to the rising consumer interest in health and wellness; primarily in urban areas, the demand for nutrient-dense staple foods like brown rice will continue to rise. Brown rice also attracts consumers following gluten-free diets and for weight management, as well as consumers trying to add more heart-healthy foods to their diet. There is increasing encouragement from government agencies and non-profit organizations for consumers to include whole-grain foods in their daily diets, which is encouraging healthy consumption.

 Lifestyle diseases that are linked to poor diet (diabetes, obesity, and cardiovascular diseases) are steadily rising, and the transition occurring from polished white rice to brown rice is increasing in developing economies where rice is consumed as a staple. Sustainability is a rising global issue, and with changing eating habits and preferences to clean-label food and functional foods, brown rice has innovation in packaging and improvements in supply chain issues, while consumers are concerned about food security.

Brown Rice Market Trends

Some key trends influencing the market include demand for organic and non-GMO brown rice, growing interest in ready-to-cook and value-added rice products, and an increasing interest in sustainable production methods. Organic brown rice is gaining traction with more environmentally aware consumers looking for chemical-free and responsibly sourced sources of food. Based on consumer demand for time savings, companies are now offering a growing variety of quick-cooking rice options in parboiled, steamable, or microwaveable formats. This type of innovation addresses time-starved customers by combining convenience while preserving nutritional components associated with whole grain consumption.

A second notable trend is the utilization of brown rice in further processed products, including rice flour, cereals, protein bars, snacks, and plant-based foods. Expanding use allows consumers to identify brown rice within a broader range of food products beyond the traditional consumption form. Also notable digital and e-commerce channels will provide customers with access to more types of brown rice, including the more premium and imported varieties. In addition, consumer interest in origin and traceability has pushed brands to consider transparent labeling and feed other facets of sourcing.

Brown Rice Market Analysis

The basmati brown rice segment held a notable share in 2024. It is seen as "high-end rice" by health-oriented consumers and gastronomical professionals. Over standard brown rice, basmati brown rice offers a lighter mouthfeel and taste, appealing to consumers in a wide range of contemporary and traditional culinary uses. Many factors are attributed to the rising global interest in basmati brown rice, especially in North America and Europe, with rising ethnic food and specialty food purchases. Overall, consumers prefer basmati brown rice over its competitors because it has a lower glycemic index and greater fiber content.

Given the rising interest in health and wellness attributed to sources such as nutrition campaigns and dietary guideline sources like "My Plate" or "Choose My Plate". The basmati brown rice segment is likely to gain additional market share going forward, as additional consumers are introduced to the health and wellness benefits of basmati brown rice.

The brown rice market from super stores distribution channel segment held a notable share in 2024 as they offer a complete alternative to brown rice in terms of product choice. They have consistent availability and supply, and they are convenient to shop as the product choice is spread across these mega-retailers in passages dedicated to health foods. Super stores also have numerous options of brown rice through product types from organic or basmati to value packs and flavored varieties. Shoppers want the in-store promotions, bundle offers, and immediate price checking and comparison options they have, and super stores work better for bulk purchases and for families.

The supermarket's strategic placement of healthy food options and whole grains in their main aisles (where visibility is higher) has increased mainstream brown rice consumption amongst consumers. In addition, super stores also carry private label/ in-house brands, which provide a cheap alternative to premium products whilst at least retaining relative quality to premium options for price-sensitive consumers.

The emergence and rise of hypermarkets and large retail chains in suburban/local regions has subsequently enhanced accessibility to brown rice products in those distant communities that only require brown rice, as regular retail options were not affordable or absent. Retailers are also starting to show consumer education signage and recipe tips to remind consumers of brown rice's health benefits and uses. With the growing health focus, it makes sense for all retailers to make the product available.

North America brown rice market held a sustainable share in 2024, attributed to changes in dietary trends, increased health awareness, and more demand for functional foods. The U.S. has observed an uptick in the consumption of brown rice as consumers move away from refined grain products and select more nutrient-dense options instead. Contextual factors such as (high) obesity, diabetes, and a normative wellness culture are likely driving demand for brown rice as a healthier grain option.

 Further, the increase of plant-based diets and whole-food diets across the U.S. and Canada has driven consumption in both retail and foodservice environments. Brown rice is particularly appealing to health-conscious millennials and Gen Z consumers as part of their demand for clean-label, unprocessed foods in general. Dietary guidelines and government initiatives in North America have offered strong encouragement for consumers to diversify their grains and consume whole grains, ugly vegetables, etc. This has contributed to the demand for brown rice.

Lastly, the region contains several leading brown rice producers and food brands, often advertising their investments in sustainable farming and transparency around sourcing and supply-chain practices that appeal to customers. Typically, the U.S. and Canada have had many health food chains, local, family-owned specialty grocery stores, and online availability, helping with market access and consumer purchasing options. In addition, there are many recipe blogs and social media influencers to advance home-cooked brown rice consumption.

Brown Rice Market Share

Key players involved in the brown rice industry include:

• Daawat
• T.K. Mills
• Agistin Biotech
• Riviana Foods
• Chandrika Group
• Ebro Foods
• Amira Nature Foods
• Shiva Shellac & Chemicals
• Sun Food
• Asia Golden
  

Companies in the market are taking a mixed approach to build their share in product diversification (adding flavored brown rice blends, quick-cook varieties, organic brown rice, and also superior basmati or jasmine brown rice) to target segments of customers ranging from health-conscious to foodies. Businesses collaborate with farmers and cooperatives to create transparency and ethically sourced supply chains for foods in line with modern customers' values, investment in sustainable packaging, carbon footprint reduction, and organic certification to seem more distinguished. Customer shopping experience (ie, entering/expanding into super stores and expanding e-commerce presence), ease of selection, and educational/engagement type marketing campaigns informing product attributes and health benefits of brown rice.

Brown Rice Industry News

• In July 2025, Banza launched Brown Rice Pasta, known for popularizing chickpea pasta. “It was made by blending brown rice with the signature chickpeas, and it aimed to deliver great taste and hold up well, the two things gluten-free eaters often struggled to find. It became available at Whole Foods stores across the country.
  
• In June 2024, Freshfin, known for its handcrafted poke bowls, launched a new line called Seared Selections. These dishes made it easier for people to enjoy fresh, nutrient-rich meals without the hassle. Each bowl came with seared-to-order Canadian Atlantic Salmon, Ahi tuna, or roasted chicken, paired with a base of white rice, brown rice, or mixed greens, along with a variety of vegetables and our housemade sauces.