Category
Lifestyle
Assisted Choices
Trend cluster
Category
Enhanced
Riceberry
Riceberry rice is gaining international popularity as a nutritional ingredient.
3.0
Trend score
Trend
What is the Enhanced Riceberry trend?
Enhanced Riceberry: Riceberry rice is a highly nutritious grain from Thailand that is rich in antioxidants. The food lowers cholesterol levels, stunts the growth of cancerous cells, and lowers the chances of other diseases like diabetes. Popular in Thailand, the grain is quickly gaining popularity in Western markets.
Insight
The consumer insight behind the Enhanced Riceberry trend
Globalization has influenced an increased demand for international cuisine as many North American consumers seek to indulge in flavors and traditions from foreign countries. Partly excited by the exploration of taste and partly intrigued by what international ingredients have to offer in terms of nutrition and health benefits, many consumers seek out products that they are unfamiliar with.
Trend themes
Themes within the Enhanced Riceberry trend
Three behaviours holding the trend together01
Increased Demand for International Cuisine
Globalization has influenced an increased demand for international cuisine as many North American consumers seek to indulge in flavors and traditions from foreign countries, offering a disruptive innovation opportunity for food and beverage manufacturers to incorporate novel ingredients from different parts of the world.
02
Growing Popularity of Riceberry Rice
Riceberry rice, a highly nutritious grain from Thailand that is rich in antioxidants and grows in popularity in Western markets is offering a disruptive innovation opportunity for food and beverage manufacturers to incorporate this healthful grain into their product portfolio.
03
Riceberry Rice as New Superfood
Riceberry Rice, known as the new superfood, is gaining momentum among health-conscious consumers due to its many health benefits such as antioxidants, fiber and prebiotics and offering disruptive innovation opportunities, especially for startups who can create innovative products utilizing Riceberry rice as an ingredient.
Industry implications
What the Enhanced Riceberry trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
As food preferences continue to evolve, especially with an increased demand for international cuisine, food and beverage companies need to be aware of creating products to meet consumer needs, while incorporating healthy and nutritious ingredients such as Riceberry Rice.
For
Superfood Market Industry
Riceberry Rice as the new superfood is gaining momentum with health-conscious consumers increasing the existing demand for superfoods in the market and offering disruptive innovation opportunities to food and beverage manufacturers.
For
Vegan Market Industry
With the growing trend of veganism, businesses can tap into this growing market by introducing vegan options and inventive menu items that substitute animal-based products with alternative ingredients like Riceberry Rice and offering innovative options like Khanom Tako-Inspired Bubble Teas with Riceberry Boba or incorporating Riceberry Rice as a spread.
Workshop question
How might your brand incorporate an international presence in its product/service?
Trend signals
Trend signals for Enhanced Riceberry
Trend score 3.0 out of 10, from popularity 48%, activity 34%, freshness 9%.
Popularity48%
Activity34%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Enhanced Riceberry trend
4 featured examples from Sep 17, 2018 to Mar 25, 2020CategoryLifestyle
Microwaveable Riceberry Meals
S&P's Rice-Based Meal Spotlights Sustainable Thailand Agriculture
Disruptive innovation opportunity: Develop new product offerings and market strategies for health food brands to incorporate riceberry as a key ingredient, capitalizing on its nut…
CategoryLifestyle
Research-Backed Riceberry Spreads
Thammasat University and KCGThe Reveal a Powerful Superfood
The riceberry spread presents a disruptive innovation opportunity for food manufacturing companies to create innovative and healthy spread products that meet the growing consumer…
CategoryLifestyle
Khanom Tako-Inspired Bubble Teas
Cha Bar in Bangkok Boasts New Flavors for 'Gin Jay' Vegan Fest
Bubble tea shops can capitalize on the growing demand for vegan-friendly bubble teas by offering innovative and delicious dairy-free options.
CategoryLifestyle
Health-Centric Rice Snacks
Sunbites Plus is a Better-for-You Snack Made with Riceberry Rice
The food and beverage industry can introduce more nutritious snacks that incorporate super grains like riceberry rice to appeal to health-conscious consumers
