Brown Rice Market Analysis APAC, Europe, North America, South America, Middle East and Africa - China, India, Vietnam, Indonesia, US - Size and Forecast 2024-2028

Brown Rice Market Size 2024-2028 

The brown rice market size is forecast to increase by USD 5.5 billion at a CAGR of 6.68% between 2023 and 2028. The market is witnessing significant growth due to increasing health consciousness and the emergence of new product launches, such as quick-cooking brown rice. The market is driven by the health benefits associated with brown rice, including its prebiotic properties that promote gut health and contribute to the prevention and management of chronic diseases.

Brown rice is rich in essential minerals like manganese and iron, as well as insoluble fiber, which aids in weight loss and helps maintain stable blood sugar levels. Additionally, the market is witnessing a shift towards organic food, as consumers prioritize physical health and seek natural food sources. However, price volatility and weather conditions pose challenges to market growth. Brown rice syrup, derived from brown rice, is gaining popularity due to its anti-diabetic properties, further fueling market growth.

What will be the Size of the Market During the Forecast Period?

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Brown rice is a nutritious alternative to white rice, gaining popularity among fitness-conscious consumers due to its higher fiber, vitamin, and mineral content. Brown rice is rich in fiber, which aids in digestion and helps manage chronic diseases such as diabetes and obesity. It is also a good source of essential vitamins, including B1, B3, B6, and E, as well as minerals like phosphorus, selenium, magnesium, manganese, and iron. Brown rice's health benefits have fueled demand, particularly among those following plant-based lifestyles, vegetarians, and those seeking weight loss and blood sugar level control.

Additionally, packaging innovation, such as microwavable and vacuum-sealed packaging, has made brown rice more convenient for consumers. Prebiotics, gut health, and antioxidants are other key trends driving growth in the market. Brown rice contains insoluble fiber, which promotes gut health and aids in weight loss. It also provides antioxidants like phosphorous, phenols, and flavonoids. Alternative grains like quinoa and millet are also gaining popularity, but brown rice remains a top choice due to its affordability and versatility. Price volatility can impact the market, but the growing awareness of brown rice's health benefits is expected to continue driving demand.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

• Type
  • Sweet brown rice
  • Brown basmati rice
• Geography
  • APAC
    • China
    • India
    • Vietnam
  • Europe
  • North America
    • US
  • South America
  • Middle East and Africa

By Type Insights

The sweet brown rice segment is estimated to witness significant growth during the forecast period. Brown rice, including variants such as Brown Basmati, Long-grain, Medium-grain, and Short-grain, is widely consumed for its nutritional benefits. Sweet brown rice, a glutinous variant, is gaining popularity due to its use in sushi rice and various rice dishes in APAC. Its low-fat and high-fiber content, along with being a rich source of minerals and vitamins like sodium, potassium, and protein, make it a preferred choice for health-conscious consumers. Sweet brown rice is extensively used in rice snacks, such as mochi (rice cakes), sekihan, and rice crackers, due to its low amylose content.

However, the production of brown rice involves the use of fertilizers and pesticides, which may lead to contamination with arsenic. Consumers are increasingly demanding organic and arsenic-free brown rice. Department stores, grocery stores, hyper markets, and online retailers are the primary distribution channels for brown rice. 

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The sweet brown rice segment accounted for USD 9.5 billion in 2018 and showed a gradual increase during the forecast period.

Regional Insights

APAC is estimated to contribute 56% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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Brown rice, specifically varieties such as long-grain, medium-grain, and short-grain, has gained popularity in various markets, including department stores, grocery stores, hyper markets, and online retailers, due to its nutritional benefits. In contrast to milled rice, brown rice retains more nutrients, phytochemicals, and minerals. This makes it an attractive option for health-conscious consumers. Moreover, the increasing prevalence of health issues, such as diabetes, in Asian countries like Malaysia and India, has led to a rise in demand for minimally processed foods like brown rice. Product launches by major companies and rice millers, as well as the availability of organic and non-GMO brown rice, are further driving the growth of this market. Despite the benefits, it's important to note that brown rice may contain traces of arsenic, which can be mitigated by using organic farming practices and proper rice processing techniques.

Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Market Driver

New product launches is the key driver of the market. The market has experienced significant growth due to increasing consumer awareness and preference for healthier food options. Brown rice, in contrast to white rice, contains more fiber, vitamins, minerals such as phosphorus, selenium, and magnesium. Fitness-conscious consumers, particularly those with diabetes and obesity, have shown a strong inclination towards brown rice due to its health benefits. Product innovation in the form of ready-to-cook brown rice and organic brown rice has further fueled market growth.

For instance, Lotus Foods Inc. Introduced heat-and-eat rice pouches, including brown rice pouches, in February 2021. Similarly, in September 2021, DRRK Foods Pvt Ltd. Launched Crown Basmati Rice in various package sizes. These product launches cater to the evolving consumer preferences and expand the reach of brown rice in the market. Moreover, the availability of brown rice in various retail channels, including supermarkets, hypermarkets, and online stores, has made it easily accessible to consumers worldwide. The organic and conventional brown rice segments also contribute to the market's growth, with organic brown rice gaining popularity due to its health advantages. Overall, the market is expected to continue its growth trajectory, driven by increasing consumer health consciousness and product innovation.

Market Trends

The emergence of quick-cooking brown rice is the upcoming trend in the market. Brown rice has gained popularity among fitness-conscious consumers due to its rich nutritional profile, including fiber, vitamins, minerals such as phosphorus, selenium, and magnesium.

However, one challenge with brown rice is its longer cooking time compared to white rice, which is attributed to the presence of bran layers. This issue may deter adoption among time-pressed individuals. To address this concern, companies are introducing innovative packaging solutions and ready-to-cook or ready-to-eat brown rice products. These alternatives allow consumers to enjoy the health benefits of brown rice without the extended cooking time. Additionally, organic and conventional brown rice, as well as sweet brown rice, are also gaining traction in the market.

Market Challenge

Challenges due to climatic changes is a key challenge affecting the market growth. The global rice market, with a significant portion being accounted for by brown rice, is influenced by various factors. While white rice remains a staple food for many populations worldwide, brown rice is gaining popularity among fitness-conscious consumers due to its higher fiber, vitamin, phosphorus, selenium, and magnesium content.

However, production of rice, including brown rice, is affected by global climatic conditions. Extreme weather events, such as droughts and heavy rains, have negatively impacted rice production in major producing countries like Vietnam and Sri Lanka. These countries account for a significant portion of the global rice supply. In response to these challenges, packaging innovation and the production of ready-to-cook brown rice products have gained traction in the market. Additionally, the demand for organic brown rice and the availability of both conventional and sweet brown rice varieties continue to shape the market landscape.

Exclusive Customer Landscape

The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

 Customer Landscape

Key Companies & Market Insights

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

Agistin Biotech Pvt. Ltd. - The company offers brown basmati rice of various sizes such as, long, medium, and short grained rice as well as non basmati rice such as parboiled and golden.

The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• Amira Nature Foods Ltd.
• DRRK Foods Pvt. Ltd.
• Ebro foods SA
• Flying Trade Group Plc
• Goya Foods Inc.
• KRBL Ltd.
• Lotus Foods Inc.
• LT Foods Ltd.
• Lundberg Family Farms
• McCormick and Co. Inc.
• Pride Of India
• Ricegrowers Ltd.
• SHRI LAL MAHAL Group
• Sresta Natural Bioproducts Pvt. Ltd.
• VeeTee Rice Ltd.

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Research Analyst Overview

Brown rice is a fiber-rich whole grain that is gaining popularity among fitness-conscious consumers due to its numerous health benefits. Unlike white rice, brown rice is packed with essential nutrients, including vitamins, minerals, phytochemicals, and antioxidants. Some of the key minerals found in brown rice are manganese, iron, and selenium, which contribute to bone health, energy production, and immune function. Brown rice is also rich in insoluble fiber, making it an ideal food for managing chronic diseases such as diabetes and obesity. The fiber in brown rice helps regulate blood sugar levels and promote weight loss. Brown rice comes in various types, including sweet brown rice, brown basmati rice, long-grain brown rice, medium-grain brown rice, and short-grain brown rice.

In summary, brown rice is available in department stores, grocery stores, hyper stores, online retailers, and other retail channels. Consumers can choose between organic and conventional brown rice, with organic options grown using organic fertilizers and without the use of pesticides. Brown rice is also free from arsenic, making it a healthier alternative to white rice. Brown rice is also rich in prebiotics, which promote gut health and contribute to overall physical health. The antidiabetic properties of brown rice make it a popular choice for individuals with diabetes. Brown rice syrup, brown rice noodles, and other brown rice-based products are also gaining popularity as functional foods.

Despite its numerous health benefits, the market is subject to price volatility due to factors such as weather conditions and agricultural practices. The use of clean-label products and packaging innovation, such as ready-to-cook products and organic brown-colored rice, is driving growth in the market. Other alternative grains, such as red rice and black rice, are also gaining popularity due to their unique nutritional profiles and health benefits.

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What are the Key Data Covered in this Market Research and Growth Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting between 2024 and 2028
• Precise estimation of the size of the market  and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming market growth and trends and changes in consumer behaviour
• Growth of the market across APAC, Europe, North America, South America, and Middle East and Africa
• Thorough analysis of the market's competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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