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Grains and Rice - US - April 2016
Overview
 
What you need to know
The $2.5-billion rice and grains category is experiencing modest growth thanks in part to a generally healthy image and consumer interest in exploring an increasingly wide range of cuisines incorporating rice or grain. Category competitors can encourage further growth by highlighting specific nutrition benefits, encouraging further culinary exploration, and launching new convenient products that expand rice and grains into new use occasions.

Definition
Similar reports include Pasta, Rice and Grains – US, April 2015, Dry Pasta, Rice, and Noodles – US, February 2014, and the March 2012 report of the same title.

For the purposes of this Report, Mintel has used the following definitions:

●	Dry packaged rice, including white rice, brown rice, and other varieties
●	Dry rice mixes with seasonings and other dry ingredients used to prepare specific dishes, such as rice pilaf, Spanish rice, and Cajun rice dishes, and ready-to-eat rice

Note: Pasta and noodles are not included in this report.

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