According to the United Nations Food and Agriculture Organization, over 50 per cent of the world’s population relies on rice
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Rice is an integral part of people’s daily lives in many parts of the world, and it is evolving with changing consumer expectations and reshaping how rice is perceived and consumed.

Rice can be a basic diet in the form of Kanji or Gruel for anyone, and at the same time, Gohan, with balanced macros for those seeking salubrious food.

The beauty of rice is in its natural aroma, taste, texture, size and colour. It is adored, loved and an ingredient that can assume any character at short notice and present on your plate. Its natural aroma, texture, size and colour make it a beloved, versatile ingredient—capable of transforming into any dish, anytime.

According to the United Nations Food and Agriculture Organization, over 50 per cent of the world’s population relies on rice for their daily diet, providing roughly 20 per cent of the world’s calories. Through global food trends, health awareness and rapid innovation, rice is being redefined—not just in how it’s consumed but in how it’s sourced, marketed and experienced. The industry stands at a pivotal moment of transformation.

Unity in diversity and global influences

Rice continues to play an integral role in sustaining the world’s appetites and every country’s cultural traditions where it is grown.

Rice remains central to global diets and cultural traditions in every region it is grown

With increased travel and connectivity, more of the world is embracing rice as a staple. This shift is backed by data: The global ready meals market—largely driven by rice-based dishes—is projected to grow at a CAGR of 5.3 per cent from 2024 to 2029, fuelled by urbanisation and a growing appetite for flavour experimentation. (Source: ResearchAndMarkets)

The easy availability of rice-based cuisine, as well as the recipes, raw materials and cooking videos, has resulted in traditional rice eaters beginning to experiment with consuming and cooking preparations, willing to adopt the style of different communities, states and countries.

Modern Indian consumers are more exposed to global cuisines than ever, influenced by travel, streaming platforms, social media and a growing international restaurant scene. Indian consumers are reinventing global dishes with local flavours, creating innovations like Thai curry biryani, masala sushi and tandoori rice bowls, with rice as the perfect adaptable base.

Health-conscious consumption and ingredient-led choices

The growing awareness of diet and an increase in purchasing power indicate a significant change in consumers, who demonstrate a discerning of the nutritional value of buying rice.

Unpolished rice is gaining ground with growing demand for brown, red and black rice—once niche—now valued for their fibre, antioxidants and essential minerals. Further, the urban population, both retail and food service segments, iswitnessing a shift towards unpolished and speciality grains. All this reflects the growing demand for low-glycemic index (GI) and high-fibre rice options.

The convenience of accessing the quality, quantity and nutritional aspects through quick-commerce and electronic commerce has helped rice stakeholders in Premiumisation. It has helped consumers shift to pre-seasoned rice, aged basmati and trusted packaged brands over loose varieties.

Premiumisation of a staple

Rice is evolving from a humble staple to an aspirational, premium food. While still central to daily meals, its status has been elevated through refined presentation, curated ingredients and rich storytelling.

In premium dining, rice has moved from the side to the spotlight—taking centre plate as the star of the dish. India’s premium rice segment is expected to grow at a CAGR of 12 per cent over the next five years (Source: Nielsen).

Consumers are experimenting with global recipes and seeking aromatic, aged and heirloom varieties. Quality, origin and overall experience are now key drivers in their willingness to invest in specialty rice.

Innovation in convenience and customisation

In fast-paced urban lifestyles, convenience is key, fueling the rise of ready-to-cook and ready-to-eat rice formats that don’t compromise on health or taste. From single-serve biryani bowls to instant brown rice and global rice kits, the category is evolving quickly.

Customisation is also growing, with rising demand for vegan, high-protein, low-sodium and region-specific options. Packaging now enhances the experience—QR codes offer access to recipes, farmer stories and origin videos, building transparency and trust. Notably, 72 per cent of Indian millennials are willing to pay more for products aligned with their values, making purpose-driven innovation a key differentiator.

Reimagining rice for a new generation

By blending legacy/heritage with modern tastes. Rice is being rediscovered not just in daily meals but also in gifting and celebrations. Its cultural and ritual significance is gaining renewed global relevance.

The future lies in sustainable, transparent sourcing. Today’s consumers—especially the young—seek traceability and purpose in what they eat. To lead, brands must balance tradition with innovation, honoring legacy while appealing to the next generation.

The author is Business Head, India, KRBL Limited.

Published on April 13, 2025

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