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Where Are Consumers Buying Their Rice?

rice shrimp and clam dish

When it comes to choosing their rice, consumers have a lot of options and the choices seem to be growing by the minute. So there is no time like the present to get a clear picture of all of the avenues that consumers are utilizing to get their rice. In a national survey of 3,000 rice shoppers, Riceland asked, “Where do you prefer buying rice?” 

When it comes to the big picture, traditional grocery stores are still on top as the most popular source for rice purchases. Big box retailers like Walmart, Meijer and Target are also fetching a sizeable amount of rice shoppers as well. 

Trend Seeking Foodies and Authentic Experimenters are often choosing a slightly different path, opting to purchase their rice at specialty grocers as well as some mass and club retailers for their rice needs. 

Check out this handy chart to get a clearer view of the channels rice shoppers are using to get their rice: 

percent of channels where shoppers purchase rice

Within those shopper groups, there are some interesting breakdowns in shopping behavior. Younger foodies, for instance, are more likely to buy their rice from specialty grocers like Whole Foods and Trader Joe’s while older foodies are two times as likely to get their rice at traditional, full-service grocers like Food Lion, Giant, Publix and Kroger. 

Price-conscious shoppers are more likely to buy their rice at retailers like HEB, Save-A-Lot and Dollar General. 

To learn more about the results of this study and how Riceland is helping customers align their product assortment to meet consumer needs, contact your Riceland sales representative or reach out to our sales team here.