# Enhanced Riceberry Riceberry rice is gaining international popularity as a nutritional ingredient. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published May 6, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/enhanced-riceberry ## Key Figures - Trend score: 3.0/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Sep 17, 2018 to Mar 25, 2020 - Published: May 6, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Enhanced Riceberry trend ### 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. ### 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. ### 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. ## What the Enhanced Riceberry trend means for industry ### For 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 for Enhanced Riceberry Trend score 3.0 out of 10, from popularity 48%, activity 34%, freshness 9%. - Popularity: 48% - Activity: 34% - Freshness: 9% ## Examples of the Enhanced Riceberry trend 4 featured examples from Sep 17, 2018 to Mar 25, 2020. - [Microwaveable Riceberry Meals](https://www.trendhunter.com/trends/rice-based-meal): S&P's Rice-Based Meal Spotlights Sustainable Thailand Agriculture (Category: Lifestyle) Implication: 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… - [Research-Backed Riceberry Spreads](https://www.trendhunter.com/trends/riceberry-spread): Thammasat University and KCGThe Reveal a Powerful Superfood (Category: Lifestyle) Implication: The riceberry spread presents a disruptive innovation opportunity for food manufacturing companies to create innovative and healthy spread products that meet the growing consumer… - [Khanom Tako-Inspired Bubble Teas](https://www.trendhunter.com/trends/cha-bar): Cha Bar in Bangkok Boasts New Flavors for 'Gin Jay' Vegan Fest (Category: Lifestyle) Implication: Bubble tea shops can capitalize on the growing demand for vegan-friendly bubble teas by offering innovative and delicious dairy-free options. - [Health-Centric Rice Snacks](https://www.trendhunter.com/trends/sunbites-plus): Sunbites Plus is a Better-for-You Snack Made with Riceberry Rice (Category: Lifestyle) Implication: The food and beverage industry can introduce more nutritious snacks that incorporate super grains like riceberry rice to appeal to health-conscious consumers ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)