Brown Rice Market

Brown Rice Market Size and Share:

The global brown rice market size was valued at USD 10.9 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 15.5 Billion by 2033, exhibiting a CAGR of 3.97% during 2025-2033. Asia-Pacific currently dominates the market, holding a significant market share of over 43.2% in 2024. The market is experiencing moderate growth driven by rising health consciousness, rapid urbanization, evolving dietary preferences,and inflating income levels. Government initiatives promoting healthy eating, and increasing food safety concerns and quality concerns are some other factors driving the brown rice market share.

The market for brown rice is driven by increasing health consciousness as consumers shift toward whole grains for their high fiber, vitamins, and mineral content. The demand for low-glycemic and high-nutrient foods such as brown rice has increased due to the rising cases of diabetes and obesity alongside heart diseases. Plant-based diets and gluten-free preferences have now increased the brown rice market size due to their growing popularity. The combination of organic farming together with sustainable agricultural methods alongside non-GMO food items currently attracts individuals focused on maintaining their health. Urbanization and busy lifestyles have led to increased demand for ready-to-cook and convenience food products. Expanding e-commerce platforms and supermarket chains have improved accessibility, while government initiatives promoting healthy diets continue to support market growth. Sustainability trends and eco-friendly packaging innovations are also influencing consumer preferences.

The market for brown rice in the United States is driven by increasing health awareness and a growing preference for whole grains due to their high fiber, vitamin, and mineral content. Rising cases of obesity, diabetes, and heart diseases have led consumers to seek low-glycemic, nutrient-dense foods like brown rice. The demand for organic, non-GMO, and gluten-free products is expanding, supported by plant-based and clean eating trends. Convenience-oriented consumers are driving growth in ready-to-cook and pre-packaged options. Additionally, supermarket expansions, e-commerce growth, and government initiatives promoting healthy diets have boosted market accessibility, while sustainability efforts are influencing packaging and production methods. For instance, in September 2023, Enrich Foods, LLC, a subsidiary of Columbia Grain International, revealed a strategic alliance with AgriCapture, a technology firm focused on delivering agricultural solutions for climate change. Enrich Foods will procure certified climate-friendly, sustainably cultivated, and harvested white or brown rice from farms in the U.S. and deliver this high-quality, nutrient-rich staple food to grocery stores nationwide under the Great River Milling brand.

Brown Rice Market Trends:

Rising Health Consciousness and Nutritional Awareness

The rising health consciousness among consumers has been a significant driver of the global brown rice market. According to insights, even with inflation, 84% of consumers still consider health and wellness when purchasing fresh food. Brown rice is perceived as a healthier alternative to white rice due to its higher fiber content and retention of essential nutrients, such as vitamins, minerals, and antioxidants. Consumers are increasingly seeking foods that contribute to better health and well-being, and brown rice aligns with this trend. The nutritional profile of brown rice offers several benefits, including improved digestion, lower risk of chronic diseases such as, diabetes and heart disease, and weight management. This awareness has led to a shift in dietary preferences, with consumers incorporating brown rice into their regular meals. As a result, the demand for brown rice has increased across the globe.

Increasing Disposable Incomes and Urbanization

The increase in disposable incomes and urbanization in many parts of the world has significantly created a positive brown rice market outlook. According to the United Nations, 68% of the world population is projected to live in urban areas by 2050. As individuals in urban areas experience higher income levels, their dietary preferences often evolve toward healthier and more diverse options, including brown rice. Urban lifestyles are typically characterized by busy schedules, leading to a greater reliance on convenient and ready-to-eat meals. Brown rice caters to this demand by being a versatile and quick-cooking ingredient that fits into various cuisines and meal plans. It is also perceived as a premium product compared to white rice, and consumers with higher disposable incomes are more willing to invest in healthier food choices.

Changing Dietary Preferences and Food Trends

Changing dietary preferences and food trends have had a profound impact on the global brown rice market. As consumers become more experimental with their diets and explore diverse cuisines, the brown rice demand has expanded beyond traditional rice-consuming regions. One notable trend is the growing popularity of plant-based and vegetarian diets. According to reports, there are approximately 88 Million vegans in the world. Brown rice is a staple ingredient in many vegetarian and vegan recipes due to its versatility and ability to provide essential nutrients. This has led to an increased demand for brown rice products in regions where plant-based diets are on the rise. Additionally, the gluten-free movement has fueled the use of brown rice flour and other rice-based products as substitutes for wheat-based options. This trend has created new avenues for brown rice in the food industry, with gluten-sensitive consumers seeking alternatives that meet their dietary requirements.

Government Initiatives Promoting Healthy Eating

Government initiatives aimed at promoting healthy eating habits have had a significant impact on the global brown rice market. Many countries are actively encouraging their citizens to adopt healthier diets to combat the rising prevalence of obesity and diet-related diseases. These initiatives often include public awareness campaigns, nutritional education programs, and policy changes in school cafeterias and public institutions. Brown rice, being a symbol of health and nutrition, fits well into these efforts as it offers a range of health benefits, including better weight management, improved heart health, and enhanced digestion. Some governments have gone a step further by subsidizing or providing incentives for the cultivation of brown rice, making it more accessible and affordable for consumers. These policies have supported local farmers and also contributed to the growth of the brown rice market.

Increasing Food Safety Concerns and Quality Assurance

Growing concerns about food safety and quality assurance have driven consumers to seek products that they perceive as safer and more reliable. Brown rice, known for its minimal processing and lower risk of contaminants, has gained favor among consumers looking for wholesome and safe food choices. The prevalence of foodborne illnesses and contamination incidents in the food industry has made consumers more vigilant about the sources and processing methods of their food. Brown rice, with its natural and straightforward production process, appeals to those who prioritize food safety and transparency. Furthermore, certifications such as organic and non-GMO have gained prominence in the food industry. Brown rice often aligns with these certifications, making it an attractive choice for consumers who want to make environmentally conscious and health-oriented decisions. Quality assurance measures implemented by brown rice producers and suppliers, such as stringent testing and traceability, have further enhanced consumer confidence in the product. As consumers continue to prioritize food safety and quality, the global brown rice market is poised to benefit from this trend, as it is perceived as a trustworthy and wholesome option.

Brown Rice Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global brown rice market, along with forecasts at the global, regional, and country levels from 2025-2033. The market has been categorized based on type, grain size, distribution channel, and application.

Analysis by Type:

• Sweet Brown Rice
• Brown Basmati Rice

Brown basmati stands as the largest type in 2024, holding around 58.9% of the market. Brown basmati rice is renowned for its exceptional aroma, long and slender grains, and nutty flavor. It is a variety of brown rice that has gained global recognition and popularity, primarily due to its unique sensory attributes and culinary versatility. One of the driving factors behind the growth of the brown basmati rice segment is its premium quality and appeal. Basmati rice is predominantly grown in the Indian subcontinent and is known for its distinct fragrance, which enhances the overall dining experience. The brown variant of basmati rice retains these aromatic qualities along with the nutritional benefits of the bran layer. Consumers seeking a more refined and fragrant dining experience often opt for brown basmati rice as it complements a wide range of dishes, from traditional Indian and Middle Eastern cuisines to fusion and gourmet recipes. The popularity of this segment extends to health-conscious individuals who appreciate its nutritional content, including higher fiber levels and essential nutrients.

 Analysis by Grain Size:

• Long-Grain Brown Rice
• Medium-Grain Brown Rice
• Short-Grain Brown Rice

Long grain brown rice leads the market with around 63.0% of market share in 2024. Long-grain brown rice is one of the most widely consumed varieties of brown rice globally. It is characterized by its long and slender grains, which remain separate when cooked. Long-grain brown rice is a popular choice in many countries, especially in regions where rice is a dietary staple. Its versatile nature makes it suitable for a wide range of dishes, from pilaf and stir-fries to salads and side dishes. In the market, long-grain brown rice holds a significant share due to its versatility and adaptability to various culinary styles. Health-conscious consumers appreciate its nutritional value, including high fiber content and essential nutrients. The long-grain variety has also gained popularity in the West, where it is often used as a healthier alternative to white rice. Its widespread use in both traditional and modern recipes positions it as a dominant player in the global brown rice market.

Analysis by Distribution Channel:

• Hypermarkets and Supermarkets
• Grocery Stores
• Convenience Stores
• Online
• Others

Hypermarkets and supermarkets lead the market with around 63.4% of the market share in 2024. Hypermarkets and supermarkets play a pivotal role in the distribution of brown rice globally. These large-format retail stores offer a wide variety of food products, including brown rice, making them a convenient and accessible choice for consumers. The key advantage of shopping for brown rice in hypermarkets and supermarkets is the extensive product selection and competitive pricing due to bulk purchases by retailers. Shoppers can find various brands, packaging sizes, and types of brown rice to suit their preferences. Moreover, these stores often run promotions, discounts, and loyalty programs, enticing consumers to purchase brown rice in larger quantities. They also provide a one-stop shopping experience, allowing consumers to buy other groceries alongside brown rice. In many regions, hypermarkets and supermarkets are preferred by urban consumers with busy lifestyles who seek convenience and value for their money.

Analysis by Application:

• Household
• Food Service
• Others

Household leads the market with around 72.7% of the market share in 2024. Household consumption constitutes a significant portion of the global brown rice market. Brown rice is a staple food in many households worldwide, primarily due to its reputation as a healthier alternative to white rice. In households, brown rice is often used in a variety of culinary applications, including as a side dish, the base for rice bowls, and in various recipes such as pilafs, stir-fries, and casseroles. Its nutty flavor and slightly chewy texture make it a versatile ingredient that can complement a wide range of dishes. Many health-conscious families have embraced brown rice as part of their daily diet, appreciating its higher fiber content and nutritional value.

Regional Analysis:

• North America
  • United States
  • Canada
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa

In 2024, Asia-Pacific accounted for the largest market share of over 43.2%. In Asia-Pacific, the growing adoption of brown rice is significantly influenced by the expansion of hypermarkets and supermarkets. According to reports, there are 66,225 supermarkets in India as of January 23, 2025, which is an 3.88% increase from 2023. These retail formats provide consumers with an extensive range of food products, including brown rice, and cater to the increasing demand for healthier food choices. Hypermarkets and supermarkets not only ensure easy availability but also offer competitive pricing, making brown rice accessible to a broader audience. As consumer preferences shift towards whole grains and healthier lifestyles, these retail outlets serve as vital distribution channels, encouraging more people to incorporate brown rice into their daily diets. The rising awareness of the nutritional benefits of brown rice, coupled with its availability in mainstream retail outlets, is propelling its popularity across the region.

Key Regional Takeaways:

North America Brown Rice Market Analysis

The brown rice market in North America is driven by growing health consciousness and the rising preference for whole grains due to their high fiber, vitamins, and mineral content. The increasing incidence of diabetes, obesity, and cardiovascular diseases has led consumers to opt for healthier alternatives like brown rice over white rice. Additionally, the rise of plant-based diets and the popularity of gluten-free foods have further fueled demand. Expanding organic farming practices and the availability of ready-to-cook and organic brown rice products in supermarkets and online platforms also contribute to market growth. Government initiatives promoting healthy eating habits further support this trend.

United States Brown Rice Market Analysis

In 2024, the United States accounted for over 87.20% of the brown rice market in North America. The growing adoption of brown rice in the United States is primarily driven by the increasing prevalence of online e-commerce, making brown rice more accessible to a wider audience. For instance, in 2024, US eCommerce sales increased 2.8% from the previous quarter and a 7.2% increase compared to the same quarter last year. With the convenience of purchasing groceries online, consumers are more inclined to buy healthier options like brown rice, which is often marketed as a nutritious alternative to white rice. As online platforms expand and provide easy access to a variety of food products, the demand for brown rice continues to grow. Additionally, the ease of home delivery and the availability of various brands contribute to the rising consumption of brown rice, reflecting a broader shift towards health-conscious eating habits driven by digital convenience. Furthermore, the rise of health-related trends, including organic and non-GMO diets, fuels the popularity of brown rice as a wholesome, whole-grain option.

 Europe Brown Rice Market Analysis

In Europe, the growing adoption of brown rice is fuelled by the increasing demand for gluten-free and vegan diets. According to reports, in 2023, 2.6 Million people in Europe were reported as vegan, representing 3.2% of the European population. As more consumers embrace plant-based and gluten-free lifestyles, brown rice has become a staple food in these dietary patterns. The versatility of brown rice, coupled with its gluten-free nature and high fiber content, makes it a preferred choice for individuals with dietary restrictions. The growing awareness of health and wellness, particularly among those adopting vegan and gluten-free diets, contributes to the rising demand for brown rice across Europe. Moreover, the emphasis on clean eating and the desire for plant-based proteins has further accelerated the shift towards brown rice, positioning it as a key component of modern European diets.

Latin America Brown Rice Market Analysis

In Latin America, the growing adoption of brown rice is attributed to rapid urbanization and rising disposable incomes. According to reports, Latin America's total disposable income is expected to grow by nearly 60% from 2021 to 2040. As more individuals move to urban areas and gain access to higher disposable incomes, there is an increased interest in health-conscious food choices. Brown rice, known for its nutritional benefits and versatility, aligns with the growing focus on healthy eating. Additionally, as urban dwellers are exposed to a wider variety of food products, brown rice is becoming more accessible and appealing. The combination of urbanization and rising disposable income is driving the shift towards brown rice consumption in the region.

 Middle East and Africa Brown Rice Market Analysis

In the Middle East and Africa, the adoption of brown rice is growing due to increased investment in the agriculture sector. The Gates Foundation and the U.A.E. invested a total of USD 200 Million in agricultural innovation to leverage the capabilities of AI and technology in addressing both immediate and long-term challenges to food systems brought on by climate change. This investment has led to improvements in rice production and distribution, making brown rice more readily available to consumers. With a focus on sustainable agricultural practices and meeting the rising demand for healthy food, the agriculture sector's development is supporting the availability and affordability of brown rice. The region's growing interest in nutritious food options, coupled with enhanced agricultural capabilities, is driving the rise in brown rice consumption across Middle Eastern and African markets.

Competitive Landscape:

The brown rice market is highly competitive, with key players focusing on product innovation, organic certification, and expanding distribution channels. Major brands like Lundberg Family Farms, Tilda, Daawat, and Planet Rice dominate through premium offerings and sustainability initiatives. Companies are investing in organic farming, non-GMO verification, and ready-to-cook brown rice to meet evolving consumer preferences. E-commerce growth and supermarket expansions have intensified competition, while regional players in India, Thailand, and China strengthen their presence through affordable bulk production. Strategic mergers, acquisitions, and partnerships are shaping the industry, with sustainability and health benefits driving market differentiation and brand loyalty.

The report provides a comprehensive analysis of the competitive landscape in the brown rice market with detailed profiles of all major companies, including:

• Amira Nature Foods Ltd.
• Asia Golden Rice Co. Ltd.
• Chandrika Group of Mills
• Daawat Foods Private Limited (LT Foods Ltd.)
• Goya Foods Inc.
• Kohinoor Foods Limited
• KRBL Limited
• Lundberg Family Farms
• Riviana Foods Inc. (Ebro Foods S.A.)
• T.K. Rice Mill
• Ash Co. Ltd.

Latest News and Developments:

• October 2024: RiceUP! introduces its new Zer0 Sugar Brown Rice Bars, a gluten-free, low glycemic snack for chocolate lovers seeking a guilt-free treat. The bars come in five flavors, including Dark Chocolate and Banana & Dark Chocolate, offering a healthier alternative for on-the-go indulgence. This launch expands the brand's “better for you” portfolio, catering to health-conscious consumers craving a delicious, sugar-free option.
• July 2024: Beyond Meat has launched its new Beyond Sun Sausage, highlighting vegetables, fruits, and legumes like brown rice, red lentils, and fava beans. This product, offered in Cajun, Pesto, and Pineapple Jalapeño flavors, focuses on being a flavorful, plant-based protein option rather than replicating traditional meats. The launch emphasizes clean, plant proteins and aims to raise the nutrition bar in the plant-based market.
• June 2024: Conagra Brands has introduced a dynamic range of over 50 new products for summer 2024, including a variety of frozen meals, snacks, and vegetables. Notably, the Healthy Choice line now includes meals featuring brown rice, such as Salsa Verde Chicken with brown rice and black beans. These new offerings cater to health-conscious consumers seeking convenient, nutritious options. The introduction of these meals with brown rice aligns with growing consumer preferences for whole grains and healthier frozen food alternatives, expanding Conagra’s presence in the frozen food market with innovative, flavor-packed meals.
• March 2024: Lotus Foods, a leader in heirloom and organic rice, is expanding its Organic Asian Rice Noodle Line with new Pad Thai Rice Noodles in traditional and brown rice varieties. Set to debut at Natural Products Expo West on March 13, 2024, the noodles feature long-grain rice from Northern Thailand for a more authentic flavor and texture. The rice is grown using sustainable practices, including soil health improvements and minimal chemical use.
• April 2022: Riviana Foods launched new packaging for its flagship products, including Brown Rice, under the Success Rice brand. The updated look aims to appeal to health-conscious consumers by emphasizing the quality and versatility of their rice products. This packaging change aligns with the growing trend of health-focused eating.

Brown Rice Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the brown rice market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global brown rice market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the brown rice industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.