Rice protein is often considered as one of the most important types of plant protein and is considered to be an effective alternative to other animal and plant proteins due to the presence of a high amount of amino acid content in it. Expanding dietary supplement and food and beverage industry is considered as one of the key drivers for the growth of the market during the forecast period. Also, the growing demand for vegan foods coupled with increasing consumer focus towards natural and organic food ingredients is expected to boost the rice protein during the forecast period.
Rising awareness about animal health and animal cruelty in the food industry in recent years has been encouraging people to shift from animal-based to plant-based food products. Veganism is becoming a popular lifestyle for those who care about animals and the environment. Growing awareness about various health benefits offered by plant-based food products has increased the consumer base of this industry which is widening up the rice protein market growth opportunities for vendors and manufacturers during the forecast period.
Vegan & Vegetarian Restaurant Growth in Germany
Source: Knowledge Sourcing Intelligence Analysis, USDA, FAO
In addition, rice proteins are receiving increasing attention from the food and beverage industry owing to their nutritional and health benefits. Even rice protein ingredients are being used in many product categories ranging from bars and powdered shakes, soups, pasta, to ready-to-drink beverages, cereals, and sweet and savory snacks. Also, due to high protein content in the rice protein it is increasingly adopted in baking products which offer protein rich products such as bread, rolls, muffins, and bagels.
By Type Insight
By type, isolates types of rice protein is projected to hold the dominant share in the market on account of high consumption as isolates are more refined and contain a lesser consistency of fats and carbs which make them more nutritional compared to others. The growth of this segment is majorly attributed to the rising adoption of rice protein isolates on account of the growing health awareness regarding the consumption of isolates, as in isolates the additional filtering process removes the extra fats and carbs. The protein isolate powders contain around 90%-95% pure protein, thus making it more nutritious, especially for those people who do not consume dairy or other animal products. In addition to this, the consumption of rice protein isolate, post-exercise, increases lean body mass, power, strength, and skeletal muscle hypertrophy and also decreases fat-mass comparable to whey protein isolate.
Another type of rice protein is concentrated which is created when a protein source is pushed through filters that allow other minerals and organic materials to pass through. The proteins which remain and are comparatively bigger to pass through, collectively form a protein concentrate powder. The rice protein market trend for concentrates types is further anticipated to escalate during the forecast period owing to rising consumption as rice protein concentrates are gluten-free, hypoallergenic, and are most importantly considered as a significant vegan source of protein. In addition, rice protein concentrates serve as an ideal high-protein alternative to soy and animal products making it a better option compared to other form of sources.
Rice Protein Market Share, by Type, 2019
Source: Knowledge Sourcing Intelligence Analysis
By geography, the Rice Protein market is segmented as North America, South America, Europe, the Middle East and Africa, and the Asia Pacific. North America dominates the global rice protein market owing to the presence of major market players in the region coupled with the rapid adoption of plant protein-based diet in countries like the U.S., Canada, and Mexico. Growing awareness about the negative impact of high meat consumption on the environment is one of the major factors behind the rising popularity of plant-based protein alternatives, including rice protein. Greenhouse gas emissions due to grazing are pressurizing in the region to increase focus on a plant-based protein which in turn is driving the growth of the rice protein market. Rapid shift towards vegan diet adoption is also boosting the demand for rice protein along with other plant-based protein products in the United States. In addition, rising applications of rice protein in the manufacturing of functional foods, energy bars, and dietary supplements will further continue to bolster the growth of the rice protein market during the forecast period.
Rice Protein Market Share, by Geography, 2019
Source: Knowledge Sourcing Intelligence Analysis
In the Asia Pacific region, China and Japan are dominating the market as China is one of the biggest foods and beverages and animal feed consumers in the world. The substantial change in the consumption pattern within the country has led to an increasing demand for animal protein. According to the International Institute of Applied System Analytics' CHINAGRO Model II, by 2030, China will require the production of 200 million more pigs, 3 billion poultry, and several billion fish to meet the increasing demand. Such a rise in the animal husbandry within the country is estimated to shoot the demand for rice protein during the forecast period. Also, the demand for rice protein in the region is being driven by on account of increasing preference towards meat alternatives and substitutes. Recent research within the country linking a decreased case of CVD, heart disease, and cerebrovascular disease mortality as a result of plant-based diet consumption has led to a significant increase in the demand for plant-based products.
June 2020: Innerme, one of the best organic sports food company, bring its three most popular products including Energy Bar whose ingredients includes rice syrup, rice protein, pea protein, apple, and sea salt among others to the American consumer.
June 2020: Huel launches first Vegan White Chocolate product with new Raspberry & White Chocolate snack bar using sustainable, plant-based ingredients such as oat flour, brown rice protein, pea protein, and flaxseed among others.
November 2019: Axiom Foods, Inc. entered the Brazillian plant protein market by partnering with Univar Solutions Brazil to distribute rice protein-based food and beverage ingredients.
November 2019: Axiom Foods, Inc. signed multiple international distribution deals with Brenntag Food and Nutrition, Healy Group, to expand its worldwide distribution of plant-based food and beverage ingredients like rice protein.
November 2018: RiceBran Technologies acquired assets and operations of Golden Ridge Rice Mills to expand its footprint in the United States.
July 2018: RiceBran Technologies received FDA approval to consider rice bran fiber as a dietary fiber.