Red Rice Market Experiences Strong Growth Driven by Health Awareness

Red Rice Market Size, Share and Trends Analysis 2034

The global red rice market size stood at USD 3.50 billion in 2024 with projections indicating a rise from USD 3.64 billion in 2025 to approximately USD 5.13 billion by 2034, expanding at a CAGR of 3.90% throughout the forecast period from 2025 to 2034. Rising health awareness among consumer and demand for the nutrient dense and high fibre rice products driving the market.

Key Highlights

• By region, North America dominated the global market with the largest share in 2024. Ethnic diversity and culinary growth are key factors boosting the North American rice market. 
• By region, Asia Pacific is expected to grow at a notable CAGR from 2025 to 2034. The red rice market in the Asia Pacific region will see considerable expansion because of rising consumer preferences and increasing health consciousness. 
• By product type, Rakthashali segment held the major market share in 2024. A notable characteristic of Rakthashali red rice is its health advantages, especially for individuals suffering from anaemia attributed to the segment dominance. 
• By product type, Thai red cargo rice segment is expected to grow at a CAGR in between 2025 and 2034. This variety features long grains and a nutty taste, making it popular in Southeast Asian dishes. 
• By source, organic segment contributed the biggest market share in 2024. Rising demand of the clean-label products has attributed to the growth of the organic red rice segment. 
• By source, conventional segment is expanding at a significant CAGR in between 2025 and 2034. Application of conventional red rice in various sectors and cost effectiveness boosting the growth of the segment during forecast period. 
• By distribution channel, municipal corporation stores segment dominates the market in 2024. Due to the increasing number of cases where consumers are acquiring low-quality food grains at reasonable prices at ration shops, the Municipal Corporation stores saw a significant increase in demand in the market.
• By distribution channel, online stores segment is expected to grow at a significant CAGR over the projected period. This contemporary store format enables shoppers to explore a broad selection of items, compare costs, read feedback, and complete purchases from the convenience of their homes.

Industry Coverage

Health Benefits of Red Rice Fostering the Red Rice Market 

With consumers increasingly focused on health, they seek foods with nutritional benefits, and red rice has emerged as a favored option. Red-grained rice is known for its unique flavor, exceptional nutritional value, and health advantages, which explains why it has been favored over the years. It contains B vitamins such as niacin and thiamine, which are beneficial for energy and metabolism. Numerous research efforts have examined the health advantages of red rice intake, emphasizing its antioxidant, antidiabetic, anti-inflammatory, and anti-neurodegenerative properties, as well as its significant role in preventing obesity and diseases associated with obesity. Red rice is progressively incorporated into numerous cosmetic items such as moisturizers, lipsticks, serums, tanning creams, soaps, conditioners, oils, hair masks, face masks, shampoos, etc., leading to a swift rise of red rice in the market. 

What are the Key Trends Influencing the Growth of the Red Rice Market?

• The increasing popularity of organic food and the move toward gluten-free items. Furthermore, because of its gluten-free properties, this cereal has gained traction among those with intolerances, including infants and kids, and is commonly used as a foundation for baby formulas and food. 
• Another trend driving the market is the interest in traditional and heritage food products. Red rice, due to its cultural ties to certain cuisines and regions, is being explored and promoted as a healthier alternative to white rice. This is because of the increased globalization of food culture, where consumers seek exotic and distinctive flavors in their meals. 
• In addition to its health advantages, red rice also excels in sustainability. It generally needs less water and fewer chemicals than traditional rice, making it a more sustainable option. Opting for red rice promotes your health as well as the planet's well-being. 
• Red rice is being utilized more frequently in packaged items like instant rice, ready-to-eat meals, and upscale dishes. This trend is propelled by the appeal of convenience and the increasing popularity of distinctive and nutritious dining experiences. 
• Improvements in packaging technology, like vacuum-sealed and sustainable packaging, are aiding in maintaining the freshness and quality of red rice, increasing its attractiveness to contemporary consumers. Moreover, the growth of e-commerce platforms has enhanced its availability across the globe. 
• The government is now implementing programs because of a specific nutrient shortfall in different populations which support the red rice market. Scientists from Cornell and the U.S. Department of Agriculture (USDA), Agricultural Research Service launched a healthy red rice variety that is likely to attract those interested in alternative grains. 

Market Opportunity 

Demand for Heathy Food: A Lucrative Opportunity to Expand the Red Rice Market 

There are numerous prospects in the red rice sector, especially as more consumers look for healthier options. The increasing popularity of clean eating and the need for whole foods create an excellent opportunity for market growth. Brands can take advantage of this trend by launching creative products that feature red rice, including snacks, breakfast cereals, and convenient meals. According to a USDA report, consumer spending on health-focused food items has risen significantly, which is promising for the market. 

Market Challenge 

Higher Price and Limited Awareness Challenging the Market 

One of the key factors hindering the popularity of red rice is its higher price compared to regular white rice. Farming and harvesting red rice require more intricate techniques, leading to higher production costs. Understanding of red rice remains limited in numerous regions globally. Restricted marketing initiatives and insufficient awareness of its benefits compared to traditional rice varieties present an obstacle to market expansion. 

Regional Insights 

North America Dominated the Red Rice Market in 2024. 

Ethnic diversity and culinary growth are key factors boosting the North American rice market. The increasing Hispanic and Asian populations are shifting rice consumption patterns, leading to increased demand for specialized rice varieties like red rice. As more consumers value nutritional advantages like fiber and a lower glycemic index, demand for red rice is rising, majorly in urban regions and premium grocery stores. This change is part of a significant trend toward whole grain and gluten-free items, which is fostering the growth of market in North America. Key beauty care industries in North America use red rice as a constituent in their cosmetics to profit from its properties. 

In recent years, the demand for gluten-free and organic rice products in the United States has risen, fueled by consumers' increasing emphasis on health and wellness. This trend is further impacted by the increasing popularity of plant-based diets and the heightened awareness of food allergies and intolerances. About 25% of people in the U.S. use gluten-free goods. For years, plain white rice and other refined, high-carb light-colored foods have been condemned by health advocates for lacking nutritional value. However, recently created, vibrantly colored red and purple rice by the US Department of Agriculture aim to contest that idea boosting the red rice market. 

Asia Pacific Expects Significant Growth During the Forecast Period. 

The red rice market in the Asia Pacific region will see considerable expansion as a result of rising consumer preferences and increasing health consciousness. As urban areas expand and disposable incomes rise, the demand for nutrient-rich, plant-based foods such as wild rice in the area is on the rise. The market's expansion is mainly driven by developing economies such as China, India, and Southeast Asia. The consumption of red rice is rapidly increasing in both home and food service sectors. The Asia Pacific area, home to over 60% of the global population, contributes millions of new rice consumers each year.

Nations such as Japan, South Korea, and Australia are witnessing an increase in the use of red rice within gluten-free, vegan, or plant-focused meal plans. People are increasingly drawn to local grains because research has highlighted their nutritional benefits and abundance of high phytochemical properties and trace minerals when compared to standard white rice. Rising demand for local grains increases the market for the red rice. 

• Worldwide, the leading three exporters of Red Rice are India, Vietnam, and China. India tops global Red Rice exports with 6,645 shipments, while Vietnam follows with 4,872 shipments, and China holds third place with 2,281 shipments. (Source: Volza)

Rice is a crucial food staple for a large segment of the population, particularly in rural regions where it serves as the main source of sustenance in India. The rise in incomes, urbanization, and lifestyle changes has led to a greater consumption of processed rice products like rice flour, ready-to-eat meals, and snacks. Government policies serve as a crucial support framework for the red rice market. Red rice dominates the Indian market, favored by consumers and cultivated extensively in farmers' fields. Farmers' red rice varieties such as Chhohartu, Matali, Jattoo, and Lal Zhini from Himachal Pradesh; and Chawar and Bartia from Uttarakhand; Zag from Jammu & Kashmirare well-known varieties registered with PPVFRA, New Delhi.

These types have distinct textures, pleasing fragrance, intense taste & nutrition, and intriguing visual appeal, placing them at a higher price level. They possess significant potential to enhance economic and nutritional security in the Himalayan area by creating unique and profitable markets for these varieties. Local grains are increasingly appealing because research has made people aware of their nutritional benefits and high phytochemical properties, along with trace minerals, in contrast to standard white rice. The growing demand for local grains boosts the market for products made from Red Rice. 

Segmental Insights 

Product Type Insights

Why did Rakthashali Segment Dominated the Red Rice Market in 2024?

Rakthashali segment dominated the red rice market in 2024. A notable characteristic of Rakthashali red rice is its health advantages, especially for individuals suffering from anaemia attributed to the segment dominance. Furthermore, healthcare professionals frequently recommend Rakthashali for its therapeutic benefits, given its high micronutrient content, including vitamin B6, iron, and zinc. Rakthashali is especially advantageous for nursing mothers. It is recognized to boost milk production. The taste of Rakthashali red rice is yet another reason to appreciate this variety. It has a more nutty and slightly sweeter flavor than other kinds of rice. In terms of texture, it resembles brown rice, featuring a chewy outer layer from the bran while being soft within. This makes it a lovely enhancement to different meals, providing both health benefits and a distinct flavor. 

Thai Red Cargo Rice Segment is Observed to Grow at the Fastest CAGR During the Forecast Period. 

This variety features long grains and a nutty taste, making it popular in Southeast Asian dishes. Red rice is utilized in various Thai and Vietnamese recipes, including stir-fries, salads, curries, and others. It is loaded with energy, containing vitamin B1, iron, and plenty of calcium. There are numerous varieties of Thai red rice. Thai individuals are highly accustomed to this kind of rice; it pairs perfectly with breakfast, lunch, and dinner. The extra appeal is that it requires minimal time to prepare. The minerals and flavonoids found in red rice provide a variety of health advantages. 

Source Insights

Why did Organic Segment Dominated the Red Rice Market in 2024? 

Organic held the largest share of the market in 2024. Rising demand of the clean-label products has attributed to the growth of the organic red rice segment, as consumers progressively seek for products with natural and organic sources without any additives. Additionally, organic agricultural practices improve soil health, biodiversity, and environmental sustainability and make organic red rice an attractive option for the consumers who demand environmentally sustainable products. 

Conventional Segment is Seen to Grow at a Notable Rate During the Predicted Timeframe. 

Application of conventional red rice in various sectors and cost effectiveness boosting the growth of the segment during forecast period. Apart from this, conventional red rice does not need organic certifications rising their accessibility. Various countries are importing and exporting bulk quantities of conventional red rice because of its lower prices and easy trade regulations. 

Distribution Channel Insights

Why did Municipal Corporation Stores Segment Hold the Major Revenue Share in the Red Rice Market in 2024? 

Municipal corporation stores segment held the dominating share of the red rice market in 2024. Municipal Corporation stores, operated by local government bodies, offer a selection of grains and cereals to the community. These stores are also referred to as ration shops. Owing to the rising instances where consumers are purchasing inferior food grains at affordable prices from ration shops, the demand in the market for Municipal Corporation stores experienced a notable surge. To buy food products, the customer must possess a ration card issued by the respective country's government.

Online Stores Segment is Expected to Grow at the Fastest CAGR in the Red Rice Market During the Forecast Period. 

This contemporary store format enables shoppers to explore a broad selection of items, compare costs, read feedback, and complete purchases from the convenience of their homes or while traveling using mobile devices. E-commerce businesses function via specific websites or online platforms showcasing a diverse selection of items of red rice and different varieties of red rice. As internet access and smartphone usage increase, consumers now recognize the simplicity of buying from the comfort of their locations. 

Recent Developments in the Red Rice Market

Serba Wangi Sdn Bhd

• Launch: In November 2024, Serba Wangi Sdn Bhd excitedly launched its Corporate Social Responsibility initiative, Sejati, while also launching a new offering under the Songhe brand, Red Rice Mix Thai Hom Mali. This program emphasizes the organization's dedication to community assistance and the recognition of premium food choices. (Source: The Rakyat Post-TRP)

LT Foods Ltd.

• Launch: In December 2024, LT Foods Ltd., a worldwide FMCG company in the consumer food sector, launched its Non-Genetically Modified Organism Certified DAAWAT Jasmine Thai Rice, providing a global gourmet food selection for Indian consumers. This high-quality addition to the DAAWAT range comes from Thailand and is recognized for its naturally aromatic scent and smooth texture, making it ideal for Thai and Asian cuisine. (Source: IndianRetailer.com)

Department of Foreign Trade

• Expansion: In January 2025, the Department of Foreign Trade had arranged a trade delegation to showcase Thai organic rice in Germany, Italy, and the United States in 2025. The delegation planned to engage with important stakeholders, organizations, and major importers to enhance trade connections and investigate new market prospects for Thai organic rice and associated products. (Source: Pattaya Mail)

Red Rice Market Leading Companies

• CEYLON PURE
• Wuhan Jiacheng Biotechnology Co. Ltd.
• Fabrar Liberia Inc
• LOTUS FOODS INC
• The Kroger Co.
• Lundberg Family Farms
• Riviana Foods Inc.
• Woodland Foods Ltd
• Mars Inc.
• URMATT LTD

Segments Covered in the Report

By Product Type 

• Rakthashali
• Thai Red Cargo Rice
• Bhutanese Red Rice
• Others

By Source 

• Organic 
• Conventional

By Distribution Channel 

• Supermarket & Hypermarket 
• Municipal Corporation Stores
• Convenience Stores
• Specialty Store
• Online Store

By Region 

• North America
• Europe
• Asia Pacific
• Middle East and Africa (MEA)
• Latin America