Market Overview
The United Kingdom is the single largest market for U.S. rice sales in Europe, importing U.S. long grain rice, as well as medium grain rice for sushi. In 2019, the UK imported 660,000 MT of rice, with India being the largest single supplier, mostly Basmati rice. The USA is the 9th largest exporter with a 3 percent market share, valued at $6.2 million in 2019. Per capita rice consumption is about 23 lbs annually. The UK currently shares a 38,000 MT quota for milled U.S. rice with the European Union. Since Britain’s ‘Brexit’ has been finalized in January 2020, USA Rice is advocating for duty-free access for all types and forms of U.S.-grown rice into the UK through ongoing trade negotiations.
The primary demand for U.S. rice in the UK is from the Oriental restaurant industry; additionally, the Caribbean food market favors U.S. rice and there are several U.S. rice brands available in the major mainstream and online retail chains.
USA Rice Activities
USA Rice works with local U.S. rice importers and conducts marketing activities targeting the ethnic and wholesale segment, as well as the retail market. Activities include outdoor advertising, in-store branding, radio, online and print advertising, as well as social media activities to communicate the high quality of U.S. rice.