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Brown Rice Market Size, Share and Industry Analysis, By Nature (Organic and Conventional), Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Convenience Stores, and Online Retail), and Regional Forecast, 2024-2032

Last Updated: July 08, 2024 | Format: PDF | Report ID: FBI106455


Brown Rice Market Size

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The global brown rice market size was USD 10.60 billion in 2023 and is projected to grow from USD 11.08 billion in 2024 to USD 15.99 billion by 2032 at a CAGR of 4.69% during the forecast period (2024-2032). Asia Pacific dominated the brown rice market with a market share of 42.64% in 2023.

The global impact of COVID-19 has been unprecedented and staggering, with witnessing a positive impact on demand across all regions amid the pandemic.

The brown rice industry is witnessing significant growth across the world. The increasing knowledge regarding prebiotics and high-fiber foods and their positive impact on gut health has considerably increased the demand for this type of rice among consumers. The emerging trend of specialty rice, whole grains, and ancient grains is expected to further fuel the market growth during 2024-2032.

The COVID-19 pandemic has been one of the significant factors influencing the global consumer mindset and the consumption patterns. A rapid growth in the consumption of healthy food owing to an increase in awareness toward healthy lifestyles and diet has been one of the most significant factors in driving the growth of the global market during the post-pandemic period. This organic brown-colored rice has achieved significant importance during and post-COVID-19 pandemic.

Although the restrictions in place and the halt in global trade have caused a major disruption of the supply chain globally, the pandemic has had a negative impact on the increasing supply chain during the pandemic. As the stores opened, a spike in the consumer demand was observed, which contributed to revenue generation and a rapid recovery in sales. The growing knowledge regarding the health benefits of consuming this type of rice among consumers is anticipated to propel market growth during the foreseeable years.

Brown Rice Market Trends

Rising Trend for Functional Foods among Consumers to Propel Market Forward 

In recent years, consumers have been increasingly opting for products that enhance overall physical wellness. Growing consumer awareness towards the fact that improved gut health reduces the risk of lifestyle-related health conditions, such as diabetes, cardiovascular diseases, and obesity, has boosted the demand for fiber-rich, prebiotic foods that enhance gut health. The fast-growing trend of consuming high-fiber functional foods is encouraging manufacturers to develop tan-colored rice products. Moreover, research and studies have shown that fermented tan-colored rice can be used as a functional food as it has proved to be antidiabetic. The growing investments in innovation and development of novel brown-colored rice-based products, such as tan-colored rice syrup and pasta, are projected to drive the market growth in the forthcoming years.

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Brown Rice Market Growth Factors

Growing Consumer Awareness towards Prebiotics and Gut Health to Augment Market Growth 

The global market is driven by the rising demand for foods with high fiber content that help improve gut health and lower several chronic problems. The product is rich in vitamins and minerals such as vitamins B1, B3, & B6, phosphorus, manganese, and iron. It contains four-fold the amount of insoluble fiber as white rice.

The leading manufacturers are investing in such rice products benefit from the growing demand for high fiber functional foods.

This type of rice is also associated with weight loss as studies have shown that fiber helps regulate blood glucose levels. It is now gaining popularity across retail channels to accelerate the weight loss process. The emerging trend for organic foods due to the perception that organic products are safer will fuel organic tan-colored rice consumption. The growing interest in convenience foods is anticipated to fuel the demand for instant brown rice in future.

Increasing Popularity of Specialty Rice to Strengthen Market Outlook

In recent years, the concept of specialty rice has caught on among consumers. The trend is becoming popular as these rice varieties are considered ancient, safe, and healthy. Specialty rice includes this type of rice, red rice, and black rice. Consumers nowadays are turning from processed foods to unprocessed foods to improve their nutritional intake. Unprocessed foods are also perceived to be safer. This type of rice is unprocessed and unpolished, unlike white rice, which has increased its demand compared to white rice.

Moreover, the increasing popularity of whole grains has significantly amplified the demand for brown-colored rice among consumers. Recently, brown rice was added to the FDA-approved list of whole grains. This has significantly fueled the market growth in the past few years. The increasing discretionary income and rising health awareness among consumers in developing markets of the Asia Pacific and the Middle East are projected to fuel the brown rice market growth during the forecast period.


Fluctuation in Brown Rice Prices to Affect Market Dynamics to Some Extent

The price of tan-colored rice is highly dependent on white rice. The volatility of rice prices acts as a major restraint to the market development. Rice is the second most-consumed grain across the globe. It is a staple food of many countries. It is mainly produced in Asian and South Asian countries and traded across the globe. Rice imports from countries in Europe and North America have significantly increased during the past decade. However, its price is extremely dependent on the weather, which makes it very volatile.

According to the U.S. Department of Agriculture (USDA), the price of rice was USD 413 per MT in April 2019 and increased to USD 564 per MT in 2020. A sharp rise in price greatly affects its trade and, in turn, hampers the market growth. The increasing investments in research on novel methods in rice agriculture are expected to reduce the weather impact. This will help tan-colored rice manufacturers to tackle the restraining factors for the market growth.

Brown Rice Market Segmentation Analysis

By Nature Analysis

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Conventional Brown Rice Segment to Dominate the Market Share through 2032

The value for conventional brown rice is the highest in the global market, led by its extensive global popularity and reach. Conventional brown rice is cheaper as compared to organic tan-colored rice and it’s easier to find in retail channels. In developing markets of Asia Pacific, he knowledge regarding organic agricultural methods is less than that in North American and European countries. This makes conventional tan-colored rice a major produce and most consumed.

However, organic and clean-label products are rapidly gaining traction in the functional food sector led by as consumers become more health conscious.

By Distribution Channel Analysis

Wider Availability of Products and Freedom to Purchase Promote Sales Growth through Supermarkets/Hypermarkets 

The supermarket/ hypermarket segment is continuously changing and the investors are capitalizing on purchasers' comforts to offer an easy shopping experience. Consumers can easily access varieties of brown-colored rice and choose according to their requirements. These channels also offer various discounts and offers that attract a larger consumer base and increase product sales.

Specialty stores are very popular in European countries as these stores offer novel and rare products. The growing interest in buying premium products fuels the sales through specialty stores. E-commerce or online retail stores are growing tremendously as they provide vast product variety and offer home deliveries of products of consumers’ choice. Online retail is expected to grow at the highest CAGR during the forecast period due to expanding internet facilities and rising knowledge regarding online ordering of foods.


Asia Pacific Brown Rice Market Size, 2023 (USD Billion)

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Asia Pacific to Lead due to Rising Consumer Awareness regarding Health Foods

Asia Pacific is witnessing promising growth due to increasing consumer awareness regarding the health benefits of this type of rice. Rising consumer discretionary income has allowed consumers to spend on health-improving products. Rice and tan-colored rice are the staple foods of various countries in Asia Pacific, which further drives the growth of the market. Changing lifestyles and adoption of healthier diets will promote the regional growth.

Europe is the fastest-growing region supporting the growth of the global market. The region is witnessing strong demand for this type of rice, attributed to the growing trend toward specialty rice and whole grains. Furthermore, the region poses tremendous opportunities for market growth due to the growing product demand among health-conscious consumers to boost immunity and improve overall health. The increasing demand for organic brown-colored rice across various European markets, such as Germany, Italy, and Spain, drives the market growth in the region.

North America is mainly fueled by growing public awareness towards health benefits offered by the product, including prebiotic characteristics and improved gut health.

South America is witnessing strong growth in the industry due to high production and export of rice from various countries such as Uruguay and Argentina. The growing trend for healthy foods across developing markets, including Brazil and Argentina is driving the market growth in the region. The increasing demand for organic grains is expected to amplify the demand for organic tan-colored rice in Latin America.

The Middle East & Africa is at the nascent stage. The growing awareness regarding the health benefits of the product among upper class consumers in the markets of Turkey, UAE, Saudi Arabia and South Africa has considerably increased its demand. The rising trend of following Western diets is projected to drive the market growth in the foreseeable period.

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List of Key Companies in Brown Rice Market

Riviana Foods, Inc. Focused on Expansion of its Production Facility to Strengthen the Business

Riviana Foods, Inc., a U.S.-based leader in brown rice, is actively investing in the expansion of its production capabilities to capitalize on the growing product demand among consumers. For instance, in April 2021, it announced an investment of USD 15 million to upgrade its instant rice production capacity. This has enabled the company to meet the growing product demand from consumers across the globe. The key players in the global market, such as KRBL Limited, LT Foods Limited, Kohinoor Foods Limited, and Kikkoman Corporation, are focusing on product innovations, acquisitions & mergers, and collaborations to further strengthen the market outlook. The entry of emerging major players in the market is fueling the market competition, which will work in favor of market expansion over 2024-2032.


  • KRBL Limited (India)

  • LT Foods Ltd. (India)

  • Riviana Foods, Inc. (U.S.)

  • Kohinoor Foods Limited (India)

  • Lundberg Family Farms (U.S.)

  • Hain Celestial Group (U.S.)

  • New Bharat Group Rice Mills (India)

  • Pride India FMCG Limited (India)

  • Kikkoman Corporation (Japan)

  • Sukoyaka Brown Rice (Japan)


  • November 2020 – A grower-owned rice marketing cooperative, Farmers’ Rice Cooperative, reached an agreement to acquire the Woodland, California, U.S., a rice mill owned by Bunge Ltd. This acquisition was aimed to increase the production of brown-colored rice.

  • July 2019 – Riviana Foods, Inc. invested USD 27 million to double the production capacity of its Minute brand microwaveable rice products. These products also include organic brown-colored rice.


An Infographic Representation of Brown Rice Market

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The global brown rice market research report provides a detailed analysis of the market and focuses on key aspects such as leading companies, nature, and distribution channels of the product. Besides this, the report offers insights into the market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the growth of the market over recent years.

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Report Scope and Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 4.69% over 2024 to 2032


Value (USD billion)


By Nature

  • Organic

  • Conventional

By Distribution Channel

  • Supermarkets/Hypermarkets

  • Specialty Stores

  • Convenience Stores

  • Online Retail

By Geography

  • North America (By Nature, By Distribution Channel, and By Country)

    • U.S. (By Nature)

    • Canada (By Nature)

    • Mexico (By Nature)

  • Europe (By Nature, By Distribution Channel, and By Country)

    • U.K. (By Nature)

    • Germany (By Nature)

    • France (By Nature)

    • Italy (By Nature)

    • Spain (By Nature)

    • Rest of Europe (By Nature)

  • Asia Pacific (By Nature, By Distribution Channel, and By Country)

    • China (By Nature)

    • India (By Nature)

    • Japan (By Nature)

    • Australia (By Nature)

    • Rest of Asia Pacific (By Nature)

  • South America (By Nature, By Distribution Channel, and By Country)

    • Brazil (By Nature)

    • Argentina (By Nature)

    • Rest of South America (By Nature)

  • Middle East and Africa (By Nature, By Distribution Channel, and By Country)

    • Turkey (By Nature)

    • Saudi Arabia (By Nature)

    • Rest of the Middle East and Africa (By Nature)

Frequently Asked Questions

Fortune Business Insights says that the value of the market stood at USD 10.60 billion in 2023 and is projected to reach USD 15.99 billion by 2032.

In 2023, the Asia Pacific market value stood at USD 4.52 billion.

Growing at a CAGR of 4.69%, the market will exhibit steady growth during the forecast period (2024-2032).

The conventional brown rice segment is expected to be the leading segment based on the nature of the global market during the forecast period.

Rising knowledge regarding the health benefits of this type of rice among consumers is the key factor driving the growth of the market

Riviana Foods, Inc., KRBL Limited, and LT Foods Limited are the top players in the global market

Asia Pacific is expected to hold the highest market share.

Growing knowledge regarding prebiotics and gut health and the emerging trend of functional foods are the major factors driving the adoption of tan-colored rice.

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