For all participants in all the geographic areas tested, rice is very important and a mainstay in menu planning. The rice category s popularity is driven by versatility, nutrition and ease of preparation. Most households use a variety of rice products including plain rice, flavored rice mixes and quick-cooking rice. Quick-cooking rice seems to be more popular in one region than the other. Brown rice seems to be losing acceptance because of the time it takes to prepare, but the health and flavor benefits are clearly recognized.
Aromatic rice has low awareness but is building a loyal following.
Price is important but there appears to be some room for moving the consumer off of the lowest price, if a value is provided. While the research is ongoing, the results so far reveal some opportunities for rice. The U.S. has grown rice since Colonial times, yet the U.S. rice consumer has no idea it grows here. USA rice is the hallmark of quality and sells at a premium in export markets. After all, the United States is the single largest commercial customer for U.S. grown rice.