Jasmine Rice is Driving Retail Sales - Here's Why Riceland's U.S. Grown Jasmine Deserves a Spot on Your Shelves

As consumer preferences shift toward global flavors and premium pantry staples, Jasmine rice is emerging as a high-growth opportunity in the retail dry rice category. Known for its soft, slightly sticky texture and fragrant aroma, Jasmine rice has evolved from a specialty item into a household essential—especially among millennial and Gen Z shoppers seeking culinary adventure at home.

At Riceland Foods, we’re meeting this growing demand with a unique competitive advantage: Jasmine rice grown in the U.S.A., by American family farmers, processed and packaged domestically with quality and consistency in mind.

For retail buyers, this makes Riceland Jasmine a strategic product to drive both volume and margin, while providing shoppers a trustworthy alternative to imported brands.

The Numbers Behind the Jasmine Boom

Category data and consumer research underscore Jasmine rice’s impressive retail growth trajectory:

• Jasmine rice sales in U.S. retail grew over 30% between 2019 and 2023, outpacing all other white rice subcategories (IRI/Circana 2024).
• Jasmine and Basmati rice now account for more than 40% of total aromatic rice dollar sales in the U.S., reflecting a shift toward premiumization in the pantry (NielsenIQ, 2023).
• A 2023 survey from Technomic found that 65% of consumers actively seek global flavors when shopping for groceries, with Southeast Asian cuisines like Thai and Vietnamese ranking highest in interest.

This is not just a trend—it’s a sustained shift in shopper behavior.

Why Riceland Jasmine Belongs in Your Aisle

While many Jasmine brands are imported from Thailand or Vietnam, Riceland’s Jasmine rice is grown by farmers right here in the U.S. This domestic advantage offers multiple benefits for grocery buyers and category managers:

✔️ Reliable Supply Chain

Imported Jasmine rice can face price volatility, shipping delays, and inventory shortages. Riceland’s domestic supply chain minimizes these risks, prioritizing on-time deliveries and stable pricing.

✔️ Consumer Trust in U.S.-Grown Products

With increased consumer awareness around food sourcing and safety, 83% of shoppers say they prefer to buy U.S.-grown products when given the choice (IFDA Consumer Food Trust Study, 2023). Riceland allows you to meet this preference with confidence.

✔️ Consistent Quality

Our Jasmine rice is milled and packaged in Riceland-owned facilities, giving us full control over quality, sizing, aroma, and performance—translating to consistent cooking results your customers can count on. Our U.S.-grown Jasmine rice combines the fragrant aroma and taste consumers crave with the consistency and trust retailers need.

The Shopper-Friendly Grain That Sells Itself

Jasmine rice resonates with today’s shoppers because it:

• Fits into health-conscious lifestyles as a naturally gluten-free, non-GMO pantry staple.
• Elevates at-home cooking experiences, especially for multicultural dishes and rice-forward bowls.
• Appeals to younger generations who are exploring global cuisines from their own kitchens.

According to FMI’s 2024 U.S. Grocery Shopper Trends, 70% of Gen Z and millennials say they prefer “authentic global ingredients” when purchasing staples like rice.

By featuring Riceland Jasmine, you’re offering exactly what today’s consumers are already looking for—and boosting your category’s performance in the process.

Retail-Ready and Category Smart

Riceland Jasmine is available in popular 2 lb. and 5 lb. retail bag sizes, with eye-catching packaging designed for shelf appeal and strong price-to-value positioning. With Riceland’s established distribution and brand equity across the South and Midwest, adding Jasmine to your assortment strengthens your center-store rice set with:

• Premium appeal at an accessible price point
• American-grown story that resonates with value-minded shoppers
• Strong turns in both conventional and multicultural-focused stores

Whether you're an independent grocer serving a diverse community or a large retailer optimizing for category velocity, Riceland Jasmine delivers dependable performance and consumer loyalty.

Add Riceland Jasmine to Your Planogram Today

Interested in samples, spec sheets, or merchandising tools to support your launch? Our team is here to help.

Contact your Riceland sales rep to get started.

SOURCES:

• IRI/Circana Retail Rice Category Data, 2023–2024
• NielsenIQ Aromatic Rice Report, 2023
• Technomic Global Flavors Consumer Trend Report, 2023
• Food Marketing Institute, U.S. Grocery Shopper Trends, 2024
• IFDA Consumer Trust and Food Origin Study, 2023