New Year’s Is Around the Corner: Rice as a January Reset Staple

As the holiday rush slows and shoppers turn their attention to the New Year, consumer purchasing patterns begin to shift. January traditionally brings renewed interest in healthier eating, meal planning, and cost-effective cooking, making rice a strategic staple for retailers entering Q1. 

Why Rice Matters in January 

Rice continues to be a foundational pantry staple, offering versatility, affordability, and convenience—three traits increasingly important to shoppers setting New Year goals. Globally, rice remains central to diets, driving a large and steadily growing market; the global rice market was valued at an estimated USD $309.2 billion in 2024 with continued growth projected through the next decade. ​(Market Data Forcast, 2025)​ 

Retailers often see sustained or even elevated interest in pantry staples like rice heading into January, as consumers use holiday downtime to restock and reset. While grocery specific rice sales data isn’t publicly aggregated in regular reports, broader analyses of the rice product market and increased home cooking trends signal that consumers continue to look for staple ingredients that support weekly meal prep and healthier home meals. 

Consumer Behavior Shifts After the Holidays 

Home cooking uptick: Across the food industry, grocery and pantry categories—including rice—have benefited from sustained interest in at-home meals. Cooking more at home remains a common resolution for consumers in the New Year, and rice has proven its dependability. During the pandemic, rice became one of the top grocery sales gainers, with significant increases in consumption as shoppers cooked more at home. ​(USA Rice, 2020)​ 

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Health & goals mindset: Shoppers seeking meal prep and balanced food choices often turn to rice as a versatile base for bowls, grain salads, and lean proteins, aligning with January wellness plans. 

Retail Action Steps for January Success 

Keeping core rice SKUs visible and supported into January helps retailers capture this transition in shopper mindset. Here are some ideas on how you could potentially capitalize on these common New Year’s trends among consumers. 

1. Maintain Pantry Presence

Ensure steady shelf levels of core rice products immediately after the holidays. Many shoppers restock staples as part of New Year planning, which supports consistent category sales. 

2. Tap Into Meal Prep and New Year Messaging

Use simple signage or circular callouts around “Fresh Starts” or “Meal Prep Essentials” that position rice as an ingredient for easy, budget-friendly meals. 

3. Leverage Cross-Merchandising

Pair rice with proteins (chicken, beans), produce, or cooking sauces to encourage larger basket sizes and make meal building easy for shoppers. 

4. Highlight Versatility

Push rice recipe inspiration that fits post-holiday priorities—think hearty grain bowls, one-pot meals, and balanced lunches that support wellness goals. 

Fuel Your Business in the New Year by Partnering with Riceland Today 

By preparing now for January’s shift in shopper priorities, retailers can capitalize on rice’s relevance as a reset staple—keeping the category strong after the holiday rush and into the first quarter. Rice isn’t just a holiday side product; it’s a year-round partner in home cooking and meal planning. 

Check out riceland.com/recipes for hundreds of versatile, easy, budget-conscious meals to inspire your shoppers.