Brown rice is the mainstay of Asian countries such as India, Thailand and Bangladesh and milled globally, consumed locally with unwavering nature of consumers and producers. Rice export to countries other than that of origin has resulted in shortfall in global rice production. A tilt towards healthy eating habits with increased fitness regimens has enriched the rice-producing nations which are expanding at an overall CAGR compared to overall rice market. Brown rice has outgrown the traditional small rice-cereal eating habits and finding increased momentum in growth, major rice-producing countries are finding it worthwhile to invest in brown rice production.

Seeking health consciousness among eaters and their preference for high-nutrient rice provided by brown rice such as magnesium, phosphorus and vitamin B with high demand originating from Middle East and African countries are growth drivers to the rice market. Great packing strategies with attractive designs and shifting trends in culinary tastes with over-the-counter (OTC) foodstuffs reigning popular will result in growth of brown rice market. Increasing consumer preference for brown rice that were finding acceptance with diabetics now has picked up steam with fitness connoisseurs, propelling the market for brown rice in all countries.

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Increasing per-capita consumption of brown rice in countries that long ago were not rice-consuming nations is now blooming into one and improving growth in brown rice producing market. Segmentation is instrumented by length, type, and regions. Brown rice can be broken down into long-grain brown rice, short-grain brown rice. Brown rice by type is classified into sweet brown rice and brown basmati rice. By region, brown rice is segmented into North America, Europe, Asia pacific, MEA and Latin America.

Sweet rice is consumed in South East Asians countries and is fatty in content. Long grain becomes firm and offers fluffy texture. Medium grain offers sweet and nutty flavor and retains its tenderness on cooking. Short grain is up for a sweeter taste and lends itself to a chewable and denser texture. Asia pacific is the most dominant player in the rice producing field with Thailand remaining top most exporter of brown rice followed by Vietnam and India. The brown rice market is fragmented in nature with significance accounted to only top 10 countries contributing to 50% of global rice imports.

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http://www.grandviewresearch.com/industry/nutraceuticals-functional-foods-and-dietary-supplements

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