U.S. Rice Market (2026 - 2033)

U.S. Rice Market Report Summary

The U.S. rice market size was valued at USD 9.4 billion in 2025 and is projected to grow from USD 9.7 billion in 2026 to USD 12.3 billion by 2033, at a CAGR of 3.4% from 2026 to 2033. Western U.S. dominated the market, accounting for a revenue share of 25.4% in 2025. U.S. is well-positioned due to strong household consumption, established retail and foodservice demand, and rice's role across diverse cuisines.

Within the segment, demand is increasingly shifting toward aromatic and specialty varieties, particularly jasmine, basmati, sushi/Japonica, and other differentiated rice. More than 60% of U.S. rice imports comprise aromatic varieties, indicating strong domestic demand for varieties that are not fully substituted by U.S. production. The U.S. rice industry produces approximately 20 billion pounds of rice annually across 2.8 million acres, with 5,563 rice farmers operating primarily through family-owned farms. Production is concentrated in six major rice-producing states, Arkansas, California, Louisiana, Mississippi, Missouri, and Texas, and is largely centered in four regions: the Arkansas Grand Prairie, Mississippi Delta, Gulf Coast, and Sacramento Valley of California. The Southern states primarily produce long-grain rice, while California specializes predominantly in medium- and short-grain varieties.

Source: Grand View Research, IR Documents, Primary Interviews, Paid Databases

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The rice segment includes long-grain, medium-grain, short-grain, specialty-grain, and organic & SRP rice, each serving different consumer and business needs. Long grain rice is widely preferred for its versatility and firm texture, while medium and short grain varieties are used in dishes where a softer or stickier texture is desired. Specialty grains, such as aromatic and colored rice, are gaining attention among consumers seeking greater variety and distinctive culinary experiences. Organic and SRP rice are also becoming more relevant as consumers and retailers place greater emphasis on sustainable farming, responsible sourcing, and product quality.

The rice is seeing greater interest in aromatic varieties, as well as broader use of rice in global cuisines and everyday household and foodservice meals. USDA reports that more than 60% of U.S. rice imports are aromatic varieties, mainly jasmine from Thailand and basmati from India and Pakistan, with imports expected to continue increasing. In 2026, U.S. Rice reported that jasmine rice was one of the fastest-growing rice varieties in the domestic market; 85% of U.S. consumers were aware of jasmine rice, while restaurant-menu mentions increased 24% over the previous year.

At the same time, supply conditions are influencing the raw rice market. Foodservice operators are also expanding rice into new meal occasions and menu formats. In 2025, USA Rice’s Rice & Shine K-12 contest featured breakfast applications such as Breakfast Baked Rice, Rice Pudding Parfait, and Breakfast Fried Rice, while Fuzzy’s Taco Shop promoted U.S.-grown rice through burritos and rice bowls across its restaurant network. These trends are strengthening demand for differentiated dry-rice offerings, particularly aromatic and long-grain varieties, while the continued use of rice across household meals, restaurants, and globally inspired cuisines supports consumption across multiple applications.

Market Dynamics

Driver: Rising demand from growing and diversifying population

Rice consumption in the U.S. is closely tied to demographic shifts, and this connection is becoming more pronounced each year. USDA's own economic research has documented that non-Hispanic Asians may have slightly higher-quality diets on average than other racial and ethnic groups, and racial and ethnic diversification brought about by immigration is expected to shape U.S. food demand going forward. Academic analysis using national health survey data reinforces this, finding that nonwhite individuals, mostly of Asian, Black, and Hispanic origin, account for most of the rice consumed in the U.S., and food acculturation patterns mean immigrant populations tend to consume more rice than their U.S.-born counterparts.

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The scale of this shift is well documented by the Census Bureau. USDA researchers note that individuals of Hispanic origin are projected to grow from 19% to 29% of the total U.S. population between 2020 and 2060, while the non-Hispanic Asian population is expected to rise from 6% to 9% over the same period. Because these groups already consume rice at disproportionately high rates, this demographic trajectory points toward structurally higher rice demand over the next several decades, independent of any pricing or marketing effort by industry players.

Restraint: Tariff uncertainty and trade barriers

Tariff uncertainty is emerging as one of the main concerns for the U.S. rice market because changes in import duties can alter the competitiveness and availability of rice from major supplying countries. In 2025, the U.S. introduced a 10% baseline tariff on imports, with higher country-specific reciprocal tariffs potentially applying to trading partners. For rice, such measures can increase import costs, disrupt established sourcing relationships, and create uncertainty for processors and food manufacturers that rely on imported varieties, particularly aromatic rice.

In the US, tariffs on Jasmine rice rose from 1% to 19%, and on Basmati rice from 1% to 50%, resulting in a net impact of USD 10 million. Recent negotiations lowered the Basmati rice tariff to 25%, with a possible further cut to 18% now being discussed.

Source: Ebro Foods, S.A.

Tariff-related trade restrictions can also affect the competitiveness of U.S. rice in international markets. Retaliatory tariffs imposed by trading partners can make U.S.-grown rice more expensive for overseas buyers, potentially reducing export demand and creating uncertainty for farmers and processors. For instance, Canada imposed a 25% retaliatory tariff on U.S. rice in 2025, which was later eliminated, but USA Rice stated that it had created significant market-access challenges. Similarly, tariff measures in other export destinations can disrupt established trade flows and limit opportunities for U.S. rice and value-added rice products.

Opportunities: Increasing Value of Raw Rice Through Quality and Specialty Positioning

The U.S. raw rice market has an opportunity to capture greater value through the production and commercialization of specialty, premium, and differentiated rice varieties. Growing consumer and industry interest in attributes such as nutritional quality, grain characteristics, origin, cultivation practices, and processing quality can support greater differentiation within the raw rice segment. Rice producers and processors can focus on improving grain quality, developing specialty varieties, and strengthening traceability and sourcing practices to enhance the value of raw rice. Such initiatives can help U.S. rice producers move beyond commodity-based competition, achieve better price realization, and respond to evolving demand for higher-quality and differentiated rice products.

Although new cancer drug therapies have advanced, more research is needed to understand the anticancer effects of natural compounds in rice and other grains. Rice contains secondary metabolites like phytoalexins and polyphenols, which show anti-cancer properties and are mostly found in the bran layer.

Source: USDA

Analyst Perspective

The U.S. rice market is expected to experience stable growth, supported by consistent household consumption, demand from foodservice operators, and the expanding availability of specialty rice varieties. Long-grain rice is likely to maintain a prominent market position due to its versatility across everyday meals and diverse culinary applications. Meanwhile, organic and sustainably produced rice offers market participants opportunities to meet evolving consumer preferences for responsible sourcing and environmentally conscious food production. Regional dynamics will remain important, with established production infrastructure supporting supply availability and distribution efficiency. The Southeast is projected to record the fastest growth, creating opportunities for producers, processors, and distributors to strengthen their regional presence.

Consumer Insights

Consumer preferences for rice are increasingly shaped by variety, health, quality, transparency, and sustainability, while Jasmine and Basmati remain the leading preferred varieties. Preference extends beyond traditional rice-consuming groups, indicating broader mainstream acceptance of specialty and aromatic rice varieties. For instance, Jasmine is preferred by 69% of White/Caucasian consumers and 56% of Mixed/Other consumers, while Basmati is preferred by 68% in both groups.

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Key attributes influencing consumer choice include:

• 89% consider sustainable packaging important or very important.

• 88% prioritize whole grain and clean-label attributes.

• 87% consider organic attributes important.

• 86% value high-protein characteristics, while 82% consider low sodium important.

Source: Consumer Survey By GVR

From a business perspective, these trends create opportunities for premium varieties, organic and whole-grain products, clean-label positioning, and sustainable packaging. Quality and consistency, taste and aroma, grain size, and rice variety remain important purchase considerations, making product performance and differentiation critical for brand positioning.

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Type Insights

The long grain rice segment in the U.S. accounted for the largest revenue share of 43.2% in 2025. The growth is driven by its widespread use across household consumption, foodservice, and packaged food applications. Long grain rice is preferred for its slender shape, fluffy texture, and ability to remain separate after cooking, making it suitable for everyday meals, rice bowls, pilafs, and various international cuisines. Its availability across supermarkets, hypermarkets, and online retail channels further supports consumer accessibility. Additionally, established domestic rice production and distribution networks contribute to consistent product availability, reinforcing the segment's prominent position in the U.S. rice market.

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Long-grain rice makes up about 75 percent of U.S. rice production. Medium-grain rice accounts for around 24 percent, while short-grain rice makes up the remaining 1 percent.

Source: USDA, 2025

The organic & SRP rice segment in the U.S. is projected to grow fastest at a CAGR of 4.8% from 2026 to 2033, mainly attributed to the increasing consumer interest in sustainably produced food, organic farming practices, and environmentally responsible sourcing. Growing awareness of pesticide use, soil health, and the environmental impact of agricultural production is encouraging consumers to consider organically cultivated rice. Additionally, the Sustainable Rice Platform (SRP) promotes resource-efficient farming practices, including improved water management and reduced environmental impacts. The availability of organic and sustainably produced rice through supermarkets, specialty food retailers, and e-commerce platforms is further supporting segment growth.

Distribution Channel Insights

The sales of rice in the U.S. through household/retail accounted for the largest share of 66.3% of the revenue in 2025. Household and retail distribution is an important channel for the U.S. rice market, as it provides consumers with direct access to a wide range of products for everyday consumption. The channel covers hypermarkets & supermarkets, grocery stores, convenience stores, online platforms, and other retail outlets. Product availability varies across these formats, with offerings ranging from conventional white and brown rice to specialty varieties, organic products, flavored rice, and convenient prepared formats. Retailers also provide manufacturers with a broad consumer reach and opportunities to differentiate products through branding, packaging, pricing, assortment, and private-label offerings, supporting continued penetration across diverse household consumption needs.

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The sale of rice through foodservice channels is projected to grow at the fastest CAGR of 3.5% from 2026 to 2033. Foodservice is one of the principal domestic channels for U.S. rice, encompassing restaurants, catering businesses, institutional kitchens, and other commercial food operators. The USITC 2025 report cited that foodservice represented 29% of direct-food domestic rice shipments in 2021/22, making it the largest direct-food segment ahead of retail outlets and ethnic distributors. Foodservice buyers primarily procure long-grain and parboiled rice, reflecting their suitability across restaurants and institutional menu applications. Continued demand from food-away-from-home establishments supports rice volumes through distributors and direct commercial supply arrangements, while convenience and menu versatility further reinforce rice’s role in foodservice operations. Reflecting this continued focus on foodservice demand, companies are undertaking strategic initiatives, such as in February 2026, Seenergy Foods expanded production by opening its second facility and launching an IQF pasta line, strengthening its ability to supply ready-to-eat grains, beans, rice, and pasta to foodservice operators across North America while addressing growing demand for efficient, plant-forward ingredients.

Regional Insights

The Western U.S. rice market accounted for the largest share of 25.4% of the revenue in 2025, supported by established rice production in California and demand across household and foodservice applications. California's agricultural sector contributes to the regional supply of rice, particularly medium- and short-grain varieties used in Asian cuisines and specialty food applications. The region's diverse consumer base and demand for different rice varieties, including organic and specialty rice, further support market activity. Additionally, the presence of established retail networks, supermarkets, and foodservice operators facilitates product distribution and accessibility, contributing to the West region's prominent position in the U.S. rice market.

With the Asian population representing 17.5% of California’s total population, rice production in the West remained active in 2025, with California recording 533,000 acres of planted rice, the highest amount since 2016. By May 1, 2025, about 25% of the acreage had been planted, marking one of the fastest starts to a season in the last 30 years.

Southeastern region in the U.S. rice market is expected to grow at the fastest CAGR of 3.9% from 2026 to 2033. The growth is supported by established rice production in states such as Arkansas, Louisiana, Mississippi, and Texas, which are major contributors to the U.S. rice supply. Demand from households and foodservice establishments, including restaurants and institutional kitchens, supports regional consumption. Additionally, the popularity of rice in traditional Southern cuisine and its use as an affordable staple across a range of meal preparations contribute to sustained demand. The availability of domestically produced rice through established processing, distribution, and retail networks is expected to further support market growth over the forecast period.

Key U.S. Rice Company Insights

The U.S. rice industry is experiencing increasing competition as established companies and emerging brands expand their product portfolios. The market remains fragmented across product categories, with opportunities for companies to strengthen their share through innovation and geographic expansion.

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Key U.S. Rice Companies

• Ebro Foods (Riviana Foods)

• Riceland Foods

• Producers Rice Mill, Inc.

• LT Foods Americas

• Farmers’ Rice Cooperative

• American Commodity Company

• Goya Foods

• JFC International

• Lundberg Family Farms

• TRC Group

• Supreme Rice LLC

• Western Foods

• LaGrande Family Foods Group

• California Family Foods

• SunWest Foods

• Ben’s Original

• Koda Farms

• Doguet's Rice Milling Company

Recent Developments

• In April 2026, Riviana Foods Inc. announced the launch of Boil-in-Bag Sticky Rice under its brand “Success”, offering restaurant-style sticky rice that cooks in just 12 minutes to meet growing demand for convenient, globally inspired home meals. The product is initially rolling out across the Eastern U.S. and is Non-GMO Project Verified, gluten-free, kosher-certified, and free from preservatives and additives.

• In April 2026, Riviana Foods Inc. expanded its product portfolio by adding two new flavors, “Garlic Parmesan” and “Veggie Stir-Fry”, to its Minute Rice Cups lineup, designed for quick, microwave-ready meals. The launch focuses on convenient, flavorful options that expand meal occasions such as lunches, sides, and snacks while supporting growth in the rice category.

• In March 2026, Dainty Foods (based in Canada) announced it will invest up to USD 150 million to build its first U.S. manufacturing facility in Batavia Township near Cincinnati, creating about 240 jobs and expanding production of rice-based ready-to-heat meal products. The 250,000-square-foot plant will begin phased operations in Q1 2027 and is expected to produce up to 250 million units annually, strengthening the company's North American supply chain.

• In October 2025, South Louisiana Rail Facility announced it will invest USD 2.1 million to expand its Jefferson Davis Parish operations with new bagging and warehouse equipment, boosting rice processing efficiency and export opportunities for Louisiana farmers. The expansion is expected to create 10 direct and 51 indirect jobs, with construction beginning in December 2025 and operations starting by May 2026.

U.S. Rice Market Report Segmentation

This report forecasts revenue growth at the regional levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2021 to 2033. For this study, Grand View Research has segmented the U.S. rice market report on the basis of type, distribution channel, and region.

• Type Outlook (Volume, Kilo Tons; Revenue, USD Billion, 2021 - 2033)

  • Long Grain

  • Medium Grain

  • Short Grain

  • Specialty Grain

    • Jasmine

    • Basmati

    • Sushi

    • Other Specialty Grain Rice

  • Organic & SRP Rice

• Distribution Channel Outlook (Volume, Kilo Tons; Revenue, USD Billion, 2021 - 2033)

  • Industrial / Food Processing

  • Wholesale

  • Foodservice

  • Household/Retail

    • Hypermarkets & Supermarkets

    • Convenience Stores

    • Traditional Grocery Stores

    • Online

      • Amazon

      • Walmart

      • Other Online Channels

    • Other Household/Retail Channels

• Regional Outlook (Volume, Kilo Tons; Revenue, USD Billion, 2021 - 2033)

  • Northeast

  • Southeast

  • Southwest

  • West

  • Midwest

Research Methodology

The U.S. rice market figures in this report are based on a proven research process that combines executive interviews with secondary research from proprietary databases, company filings, and recognized regulatory and institutional sources. Market size is built through value-chain sizing-reconciling supply-side and demand-side estimates-and triangulated with bottom-up and top-down approaches. Every estimate passes multiple levels of expert validation before publication, with each U.S. rice segment quantified using the revenue-capture definitions in the table below.

Delivered Customizations

This report has been delivered with the following In-depth customizations