Rice Protein Market Assessment, By Product [Isolates, Concentrates, Textured], By Rice Source [Brown, White, Red, Black, Others], By Category [Conventional, Organic], By Application [Convenience Foods, Bakeries and Confectionary, Sports and Energy Supplem

Rice Protein Market Assessment, By Product [Isolates, Concentrates, Textured], By Rice Source [Brown, White, Red, Black, Others], By Category [Conventional, Organic], By Application [Convenience Foods, Bakeries and Confectionary, Sports and Energy Supplements, Infant Food, Animal Feed, Other], By Distribution Channel [Online, Offline], By Region, Opportunities and Forecast, 2017-2031F

Global rice protein market is projected to witness a CAGR of 5.61% during the forecast period 2024-2031, growing from USD 503.41 million in 2023 to USD 779.24 million in 2031.

The major factor driving the growth of rice protein market are rising lactose intolerance among consumers, making them transition from dairy to dairy-free diets, increasing the demand for plant-based alternatives such as rice protein, which helps in boosting the growth of the market. For instance, According to National Library of Medicine, a study conducted in 2023 showed that around 65% of global human population has a minimized ability to digest lactose soon after infancy. Moreover, lactose intolerance is most prevalent in East Asia, where 70 to 100% of people are affected.

Other factors which are fostering the growth of the market are substitutability to cow’s milk into infant milk formula, ongoing trend of sports nutrition as a protein supplement by the athletes in their fitness regime, and consumers’ preference for sustainable plant-based protein alternatives.

The emerging trend towards plant-based diets and growing awareness of their health benefits are driving the growth of the market. Other factors such as rising prevalence of food allergies and intolerance, specifically towards dairy-based proteins are further enriching the demand for rice protein since it is hypoallergenic by nature. Hypoallergenic rice protein is witnessing a growth in the market as most of the pet owners prefer allergen-free food for their pets.

Bakeries and confectionary segment is the emerging sector in rice protein market as the prices of other proteins such as soy and whey are higher in comparison with the rice protein, which makes it a preferred option among the bakers. Additionally, the rice protein improves the chewiness of the baked goods like crackers and cookies.

Dairy-Free Proteins are Gaining the Trend

Consumers are increasingly shifting towards dairy free protein alternatives due to several reasons. Major reasons for this transition are increasing lactose intolerance among the consumers, rising dairy allergens creating a demand for hypoallergenic alternatives. It is a key ingredient for the formulation of infant feeds for babies who are sensitive to cow’s milk.

Additionally, surging trends for plant-based diets are fueled by consumers’ increasing eco-consciousness and preference for vegan diets. Rice protein, being a plant-based protein, aligns with consumers' preference for sustainable and cruelty-free protein options.

Moreover, the versatility of rice protein in various foods and beverages makes it highly substitutable in dairy-based food and beverages such as shakes, protein powders, and protein bars, catering to different segments of consumers.

In March 2023, Premier Protein announced the launch of plant-based protein powder, containing 25g of rice and pea protein. The product was launched to revolutionize the vegan protein space. The company claims that the protein has been formulated with 100% plant-based ingredients.

Health Consciousness Among the Consumer is Augmenting the Growth

Rice protein is preferred by health-conscious consumers due to the health benefits for consumers as it has been recognized as extremely nutritious and hypoallergenic, appealing to health-conscious consumers. Brown rice protein has relatively lower saturated fat and liver cholesterol. Rice protein is beneficial for muscle soreness and muscle strength. Consuming rice protein with water immediately after a work-out session works as whey protein for the reduction of muscle soreness.

Additionally, rice protein such as brown rice protein is rich in fiber, antioxidants, and protein level which makes it a preferred option for consumers with food sensitivities. It helps the consumers in controlling excessive weight gain. Enriched with nutrients such as amino acids, glutamine, leucine, proline, and alanine adds to the health benefits of the ingredient.

For instance, in February 2024, Beyond Meat, Inc. introduced its latest Beyond Burger and Beyond Beef. The product was researched and launched in collaboration with leading nutrition and medical experts to meet the standards of top health organizations. It is a healthy offering which contains 21g of brown rice, peas, faba beans, and red lentil protein.

Animal Feed Flourishing the Growth

Rice protein is preferred by pet owners as a pet feed due to reasons like the quality of being highly digestible for animals such as adult cats. This property of rice protein makes it convenient for the animals to absorb the vital nutrients which support their overall health and well-being. Digestibility is essential for animals who have food allergies, thus, rice protein, which is hypoallergenic and mild on the digestive system, is witnessing a surge in the demand by pet owners.

Additionally, rice protein is rich in amino acids as it is a complete protein source and helps in the growth of the animals, improvement of immune system functioning, and development of muscles. In June 2023, BENEO GmbH launched rice protein for pets. The non-GMO and high-quality protein is developed to deliver healthy diets to the pets. The product is claimed by the company to be highly digestible, providing essential amino acids such as cysteine, methionine, tyrosine, and phenylalanine, which play a crucial role in the process of metabolism and supports a healthy and normal growth of pets.

Ready-to-Drink Protein Beverages Supporting the Market Growth

Ready-to-drink rice protein beverages are gaining immense popularity due to several reasons. They serve as on-the-go nutrition among consumers who have busy lifestyles, as these beverages offer quick and hassle-free consumption, appealing to the consumers who seek convenient food and beverage options.

Additionally, ready-to-drink protein beverages can be stored and consumed directly without the need of any preparation before consumption. Rice protein with a neutral flavor profile offers a diverse range of ready-to-drink protein beverages as it can be blended with any ingredient to improve the taste and texture of the beverage.

In January 2024, Suja Organic introduced Suja Organic Protein Shakes, brand’s latest product line of ready-to-drink protein beverage which contains rice protein. The drink is available for the consumers in three distinct variants, Chocolate, Coffee Bean, and Cinnamon.

In June 2023, Anhui Shunxin Shengyuan Biological Food Co. and ZXChem USA announced the launch of HydroRice PA80, which is a rice protein powder. It is launched with the aim of substituting dairy products in applications such as ready-to-drink beverages.

Future Market Scenario (2024 – 2031F)

The rice protein market is anticipated to witness a surge in the forecast period. It is because of the advancements in technology, such as extraction methods and continuous product innovation, which are expected to increase the functionality of rice protein, enlarging its area of application beyond the food and beverage sector and create more relevance in other sectors as well such as in cosmetics, pharmaceuticals, and animal feed industries. Moreover, the key players are making innovations in their offerings to enhance rice protein, so that it can be used as a foundational ingredient for pleasant and smooth mouthfeel, expanding the opportunity for the market to flourish.

For instance, Anhui Shunxin Shengyuan Biological Food Co. and ZXChem USA, developed their latest rice protein offerings using a revolutionary process, which is a combination of spray drying and high-pressure homogenization, eliminating the usage of hydrolyzation or enzymes for the purpose of changing the functionality of the protein.

Key Players Landscape and Outlook

Key players in the market are helping in the growth by focusing on continuous product innovation, retail expansions, and strategic marketing. The manufacturers are actively expanding their product portfolio, increasing the base of the customers, and catering to their evolving needs. The key players are introducing non-GMO, clean, gluten-free and delicious dairy-based protein substitutes to expand their base of consumers and increase their presence in the market.

For instance, in June 2023, Roquette Freres SA announced the launch of two rice proteins in its product line of Nutralys brand. The latest additions are rice protein isolates and concentrates which have a soft and smooth texture with fine particles, applicable for usage in various industries. The product fulfils the non-GMO and gluten free criteria of the consumers.