Our Whole Grain Consumer Insights Survey repeatedly finds that brown rice is one of the most popular whole grains, with more than 70% of consumers having tried it. For an update on the latest brown rice trends, we caught up with Cameron Jacobs of USA Rice who shared insights from their latest 2025 Research on Rice Eating Occasions compiled by The Hartman Group.

1. Brown rice is a versatile ingredient, featured in all kinds of different dishes and cuisines. When people eat brown rice, what types of foods are most frequently paired with it?

Absolutely it is! Brown rice is one of the most versatile foods consumers have in the pantry. The top food pairings in 2024 for brown rice include meat/poultry, vegetables, cheese, salads, and legumes. Brown rice also overperformed for pairings of seafood, skillet meals, and Mexican style food.

It is certainly worth mentioning that the versatility of brown rice lends itself beyond just food pairings, ranging from cooking methods to cuisines to meeting consumers’ different expectations for brown rice eating occasions.

2. Brown rice is important to many traditional cuisines around the world. When people eat brown rice, what types of cuisines are they typically eating?

Exactly! The top five cuisines that are most likely to be associated with brown rice eating occasions are American classics, Mexican, Chinese, Global Fusion, and Southern Comfort Food. Brown rice also heavily overperforms for middle eastern, Japanese, and Indian cuisine. 

3. People’s food habits sometimes differ when they are eating with friends or family compared to when they are eating alone. What can you tell us about the types of meals being enjoyed with brown rice? 

I am glad you asked this as consumer food habits are so interesting to monitor year after year and can help guide recipe development, R&D, and marketing outreach. For brown rice specifically, almost 75% of eating occasions take place with others, and these occasions are more likely to take place with a significant other or family when compared to total eating occasions, demonstrating brown rice occasions are very social in nature, especially for those closest to you. The majority of brown rice occasions take place at home, but brown rice is still more likely to be consumed at a restaurant relative to total eating occasions.

4. There is always interest in food trends among generations like Gen Z and Millennials. What does brown rice consumption look like among the different generations? Are there other demographic characteristics that describe brown rice enthusiasts?

This question really helps us understand the demographics of brown rice eaters. Millennials are by far the group most likely to consume brown rice, followed by Gen X. I do have a feeling though that as Gen Z continues to age that they will take over Gen X as second age group most likely to participate in brown rice eating occasions. In 2024, we found that brown rice eaters were more likely to be college educated, married, and make more than $75K+ annually. Brown rice occasions also aren’t exclusive events, we see high levels of consumption across all income levels and backgrounds, demonstrating brown rice’s universal appeal!

5. Can you share any insights on why people choose brown rice or what needs they’re looking to fulfill with that food choice? 

Yes! I love this question because I think some consumers assume people eat brown rice exclusively for nutritional benefits and there is SO much more to what brown rice delivers. Beyond hunger, the top emotions/feelings present during brown rice eating occasions are wanting to enjoy good food with loved ones, wanting to eat something healthy, wanting food that would delight, and wanting to connect with someone. That is such a range of emotions and really is a testament to the versatility of brown rice in meeting different needs for different people.

For perceived characteristics of brown rice eating, the importance of enjoyment, health, flavor, and utility are all heightened during these eating occasions and again highlights the versatility of brown rice as an ingredient.

And lastly, the top attributes sought on brown rice eating occasions are ease of consumption, familiar taste, having something different to eat, flavors and textures outside of the ordinary, and desires for connection to family/heritage and support for athletic training/performance. 

I think the above really reinforces just how far brown rice and the greater whole grain category has evolved in the minds of consumers. Saying it’s just about greater nutrition is such an understatement as the big picture shows what a spectrum there is for what brown rice delivers to consumers from social connection and familiarity to new flavors and textures to supporting athletic performance and connecting with one’s own heritage.

6. Brown rice is a common fixture at many types of restaurants, and is more readily available in restaurant settings than many other types of whole grains. Do you have any advice for restaurant owners who are considering adding brown rice to their menu?

Well, I’d first say, that this is an excellent move and you are a smart restaurant owner! Brown rice is affordable, shelf-stable, and has almost universal appeal to consumers. Brown rice’s nutritional reputation speaks for itself, but as laid out above it delivers on a range of consumer emotions and meets different consumer expectations with every dish! It also can be used in most global dishes, while still being a familiar base meaning your customers will feel comfortable exploring new foods and flavors on your menu all while being easy to cook, store, and afford back of house. Cheers to you, you successful business owner!

Thanks again to Cameron Jacobs and USA Rice for this interview.

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