According to the United Nations Food and Agriculture Organization, more than 50 percent of the world population is based on rice | Photo credit: Chaded2557
Rice is an integral part of the daily life of people in many parts of the world, and is evolving with the change in consumer expectations and the remodeling of how rice is perceived and consumed.
Rice can be a basic kanji or suede diet for anyone, and at the same time, Gohan, with balanced macros for the topic that isking health foods.
The beauty of rice is in its natural aroma, taste, texture, size and color. He is worshiped, loved and an ingredient that can assume any character in the short term and present on his dish. Its natural aroma, texture, size and color make it a beloved and versatile ingredient, capable or transforming into any dish, at any time.
According to the United Nations Food and Agriculture Organization, more than 50 percent of the world’s population is based on rice for their daily diet, providing approximately 20 percent of the calories in the world. Through the global food trends, the awareness of health and rapid innovation, the rice is being redefined, memorandum only in how it is consumed but in how it is obtained, markets and experiments. The industry is in a crucial moment of transformation.
Unity in diversity and global influences
RICE continues to play an integral role in the maintenance of the world’s appetites and the cultural traditions of each country where it is cultivated.
Rice is still fundamental for global diets and cultural traditions in each region in which it is cultivated
With an increase in travel and connectivity, more in the world is hugging rice as a stapper. This change is backed by data: the Global Ready Meals Largely market, widely driven by rice -based dishes, is projected to grow at an annual compound rate or 5.3 percent from 2024 to 2029, fed by urbanization and a growing appetite for flavor experimentation. (Fountain: Research markets)
The easy availability of rice kitchen, as well as recipes, raw materials and kitchen videos, has turned out that traditional rice canteens that begin to consume and cook preparations, willing to adopt the style of different.
Modern Indian consumers are more exposed to global kitchens than ever, influenced by travel, transmission platforms, social networks and a growing scene of international restaurants. Indian consumers are reinventing global dishes with local flavors, creating innovations such as Thai Curry Biryani, Masala Sushi and Tandoori Rice Bowls, with rice as the perfect adaptable base.
Conscious consumption of health and options directed by ingredients
The growing awareness of the diet and an increase in purchasing power indicates a significant change in consumers, which demonstrate a discernment of the nutritional value of buying rice.
Unpulted rice is gaining ground with a growing demand for brown, red and black rice, now valued by its fiber, antioxidants and essential minerals. In addition, the urban population, the segments of retail and food services, is a change towards unpulted and special grains. All this reflects the growing demand for low glycemic (GI) rice options and high fibers.
The convenience of accessing quality, quantity and nutritional aspects through rapid trade and electronic commerce has helped stakeholders of rice in premiumization. It has helped consumers change to prestressed rice, aged Basmati and confidence packaged marks on loose varieties.
Premiumization of a scam
Rice is evolving from a humble basic food to an aspiring and premium food. Although it is still central to daily meals, its condition has risen through a refined presentation, cured ingredients and rich narratives.
In a premium meal, Rice has moved to the center of attention, taking the central dish of the star of the plate. The Premium rice segment of India is expected to grow a CAG or 12 percent in the next five years (Source: Nielsen).
Consumers are experiencing with global recipes and aromatic, aging and inheritance varieties. The quality, origin and general experience are now key promoters in their willingness to invest in specialized rice.
Innovation in convenience and customization
In rapid -rhythm urban lifestyles, convenience is key, feeding the increase in rice formats ready for cooking and ready to eat that do not commit to health or taste. From biryani bowls of a single service to instantaneous integral rice and global rice kits, the category is quickly evolving.
Personalization is also growing, with a growing demand for vegan options, high proteins, low sodium and specific in the region. The packaging now improves the experience: QR codes offer access to recipes, stories of farmers and videos of origin, building transparency and trust. In particular, 72 percent or Indian millennials are willing to pay more for the products aligned with their values, which makes the innovation driven by the purpose a key differentiator.
Rice reinvention for a new generation
Mixing the legacy/heritage with modern tastes. Rice is being rediscovered not only in daily meals but also in gifts and celebrations. Its cultural and ritual importance is gaining renewed global relevance.
The future lies in sustainable and transparent supply. Today’s consumers: special the traceability and purpose of young people and Seek in what they eat. To lead, brands must balance tradition with innovation, honoring the legacy while attracting the next generation.
The author is Business Head, India, Krbl Limited.
Posted on April 13, 2025
