| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| CAGR | 4.12 % |
| Fastest Growing Market | Asia-Pacific |
| Largest Market | Asia-Pacific |
| Market Concentration | High |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Non-Basmati Rice Market Analysis
The Non-Basmati Rice Market is expected to register a CAGR of 4.12% during the forecast period.
Non-basmati rice is known to offer several health benefits such as managing blood sugar levels, low cholesterol, and are rich in high fiber. The surge in the consumer's disposable income and a rise in consciousness regarding healthy life are the key drivers for the growth of the non-basmati rice market.
Several non-basmati rice such as PR 11 and PR 14 has a uniform grain size and does not stick upon cooking, which makes it an ideal substitute for basmati rice in delicacies like biryani and fried rice, thus driving the market demand for non-basmati rice. Apart from that, PR 14 non-basmati rice is rich in natural aroma and flavorful taste and comes with a nominal price which makes it a good substitute for basmati rice, thus, boosting the market growth.
Government initiatives in major non-basmati rice producing countries like India, Pakistan, Iran, and Nepal pertaining to assisting the state governments in promotion of non-basmati rice cultivation for export purposes, as well as encouraging farmers for growing non-basmati rice, educating them about the usage of right quantity of chemicals and fertilizers for boosting production, are some of the factors that have unleashed lucrative opportunities in the market studied.
However, the availability of counterfeit & adulterated packaged non-basmati rice are posing restraints over the forecast period.
Non-Basmati Rice Market Trends
Trend of consuming whole-grain like brown rice among health consciousness consumers
Due to busier lifestyles and increased consumer demand for healthy food consumption, there is an increasing health consciousness among consumers all around the world. The brown rice segment of the non-basmati rice is known to offer several health benefits, thus trending the demand for non-basmati rice among health-conscious customers. For instance, whole grains such as brown rice are rich in nutrients like magnesium and B vitamins, making it a healthy item to be consumed and thus driving the market for non-basmati rice. Whole grains like brown rice are healthier than processed grains and offer opportunities in the non-basmati rice segment. They contain more fiber, phosphorus, and zinc which helps to keep the digestive system running well, making it an ideal item to be consumed among people following a healthy diet regime. In addition, recommendations from the federal dietary guidelines of the United States of consuming at least 3 ounces of whole grains a day, further boost the market growth of the non-basmati rice segment. In addition, non-basmati brown rice is trending among people who prefer eating less at night as it fends off hunger cravings and its low GI (glycaemic index) helps to lower blood cholesterol. The recommendation by the National Cancer Institute of having 25gm of fibre per day and a cup of brown rice provides almost 3.5gm dietary fibre, is further boosting the trend of consuming brown rice. Effectivness of consuming whole grains published by various journals and magazines adds to the products market growth. For instnace, In terms of weight, a 2020 study in Nutrition Journal found eating more whole grains, such as brown rice, was associated with a healthier body weight in children and adults.
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Asia Pacific is the Fastest Growing Country
The world population review data states that China is the largest producer of non-basmati rice in the world, followed by India. In 2022, the top 10 producers of non-basmati rice are listed in Asia. In 2022, According to the world population review data, China, and India together accounts for more than half of the rice produced globally. India remains the largest exporter of non-basmati rice in the world, while the Sub-Saharan African region imports the most rice. According to the rice exporters association, Indian rice exports touched 20 million tons in 2021, including 16 million tons of non-basmati rice.
Rice being an essential food grain, is consumed by people all around the world, boosting the market demand for the product. According to the Economic Survey of 2021-2022, nearly 197 grams of rice were available per person for each day across India in the fiscal year 2021. With health benefits associated with rice such as protection from chronic disease, maintaining a healthy digestive system, and gluten-free grain, the market for non-basmati rice is boosting in the region.
In India, parboiled rice, broken rice, Sella rice, Swarna rice, and sona masoori rice are the types that are exported under the non-basmati rice category. Consumption of various cuisines made out of non-basmati rice in India such as Pongal, lemon rice, curd rice, Pulihora, and Khichdi has increased the demand for non-basmati rice, which in turn is driving the market growth. In 2022, according to the U.S department of agriculture, rice consumption in India is estimate to be 109.5 MMT (million metric tons) and China, 155.1 million tons for 2021/2022. Also, some popular non-basmati rice cuisines of China include egg fried rice, Yangzhou Fried Rice, Xinjiang Hand Grasping Rice, and Coconut Rice, boosting the market growth.
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Non-Basmati Rice Industry Overview
The non-basmati rice market is highly competitive owing to the presence of multiple regional and multinational companies offering a wide range of non-basmati rice and trying to maintain their leadership position in the market studied. For instance, in 2022 Adani Wilmar announced the acquisition of India's rice brands and processing units in several states of the country. The company will launch branded daily-use rice under the fortune brand. The company is targeting the daily-use rice segment, which is a huge untapped market that is assumed to occupy 90% of the Indian market, according to the economic times.
Major players in the market include Amira Nature Foods Ltd., Ebro Foods, S.A., GRM, Lundberg, Mars, Incorporated (Uncle Ben's), Shriram Food Industry Pvt. Ltd., Sri Sai Nath Industries Private Limited., JFC International Inc., Augason Farms and CJ CheiljedangCorp. holding a significant share of the market studied and embarking on business strategies including product innovations, partnerships, strengthening their hold over online and offline marketing, and mergers & acquisitions to expand their visibility and portfolio of offerings, thus, augmenting the growth of the market.
Non-Basmati Rice Market Leaders
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Amira Nature Foods Ltd.
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Ebro Foods, S.A.
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GRM
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Lundberg
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Mars, Incorporated (Uncle Ben’s)
- *Disclaimer: Major Players sorted in no particular order
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Non-Basmati Rice Market News
- In 2022, IBIS rice partnered with United Kingdom's retailers such as Planet Organic and Fodabox, to launch its organic jasmine rice. The launch will showcase its range of organic jasmine rice products with Cambodian flavours, from aromatic brown rice to puffed rice cakes infused with the country's famous Kampot black pepper.
- In 2022, Riviana Foods Inc., a subsidiary of Madrid, Spain-based Ebro Foods S.A., acquired the assets of InHarvest, Inc. for approximately $48.75 million. InHarvest specializes in the production, marketing and sale of premium specialty rice, quinoa and grains for the foodservice, industrial and retail sectors. The company's California operations are strategically located in the rice-growing area of the Western United States.
- In 2020, the state of Tripura in India launched bamboo rice, a special rice that is claimed to have high protein, anti-joint pain and anti-diabetic benefits.
Non-Basmati Rice Industry Segmentation
Rice other than basmati rice is known as Non-Basmati rice. Non-basmati rice comes in all kinds of different shapes and sizes. Some are long and slender, some are short and thick, some are like beads, and some may be round. None have the same characteristics as basmati rice. Some of the non-basmati rice is shaped like basmati rice such as PR, 104 IR8, and Masuri.
The Non-Basmati Rice market is segmented by type, kernel size, distribution channel, and geography. By type, the market is segmented into brown rice and white rice. By kernel size, the market is bifurcated into long grain rice, medium grain rice, and short grain rice. By distribution channel, the market is divided into supermarkets/hypermarkets, convenience stores, online retail stores, and other distribution channels. By geography, the market is based in North America, Europe, Asia-Pacific, South America, the Middle East, and Africa. It provides an analysis of emerging and established regions across the globe. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).
| By Type | Brown Rice | ||
| White Rice | |||
| By Kernel Size | Long Grain Rice | ||
| Medium Grain Rice | |||
| Short Grain Rice | |||
| By Distribution Channel | Supermarkets/Hypermarkets | ||
| Convenience Stores | |||
| Online Retail Stores | |||
| Other Distribution Channels | |||
| By Geography | North America | United States | |
| Canada | |||
| Mexico | |||
| Rest of North America | |||
| Europe | United Kingdom | ||
| Germany | |||
| Spain | |||
| France | |||
| Italy | |||
| Russia | |||
| Rest of Europe | |||
| Asia-Pacific | China | ||
| Japan | |||
| India | |||
| Australia | |||
| Rest of Asia-Pacific | |||
| South America | Brazil | ||
| Argentina | |||
| Rest of South America | |||
| Middle East & Africa | Saudi Arabia | ||
| South Africa | |||
| Rest of Middle East & Africa | |||
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Non-Basmati Rice Market Research FAQs
What is the current Non-Basmati Rice Market size?
The Non-Basmati Rice Market is projected to register a CAGR of 4.12% during the forecast period (2025-2030)
Who are the key players in Non-Basmati Rice Market?
Amira Nature Foods Ltd., Ebro Foods, S.A., GRM, Lundberg and Mars, Incorporated (Uncle Ben’s) are the major companies operating in the Non-Basmati Rice Market.
Which is the fastest growing region in Non-Basmati Rice Market?
Asia-Pacific is estimated to grow at the highest CAGR over the forecast period (2025-2030).
Which region has the biggest share in Non-Basmati Rice Market?
In 2025, the Asia-Pacific accounts for the largest market share in Non-Basmati Rice Market.
What years does this Non-Basmati Rice Market cover?
The report covers the Non-Basmati Rice Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Non-Basmati Rice Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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Non-Basmati Rice Industry Report
Statistics for the 2025 Non-Basmati Rice market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Non-Basmati Rice analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
