EU Market for Rice
Rice means whole or broken kernels of rice from which husks and at least the outer bran layers and a part of the germs have been removed.More expensive speciality varieties of rice and organic rice are increasingly present in European supermarkets. Consumers are drawn to Asian aromatic varieties of rice, as well as to varieties that are suitable for traditional dishes such as sushi, risotto or paella. Quality and food safety are important issues to distinguish your company from other suppliers. European buyers are very aware of the potential risks for quality and food safety when purchasing different rice varieties.Opportunities for small and medium-sized suppliers from developing countries are best found in smaller-scale products, product differentiation (organic)and specific consumer trends (healthy, authentic, gluten-free). It is important to note, however, that smaller niche markets are accompanied by greater risk and volatility.
EU Market for specialty rice varieties -CBI Report
European interest in speciality varieties of rice is growing. Consumers are drawn to Asian aromatic varieties of rice, as well as to varieties that are suitable for traditional dishes such as sushi, risotto or paella. Brown rice has also increased in popularity thanks to its health benefits. In future, growing opportunities can be expected for niche rice varieties such as red and black rice. The better a rice variety relates to food and cooking trends, the greater your chances are as a supplier.