NEW YORK, NY – More than 32,000 attendees descended on the Summer Fancy Food Show here last week to learn about and discuss new trends and products from around 2,300 exhibitors and presentations from experts, industry-watchers, and trend setters on two stages.
A new "Who's Winning in Specialty Food?" report from the Specialty Food Association (SFA), The Food Institute, and MenuData identified four macrotrends reshaping 2026, and rice has a credible angle into each.
The steady growth of interest in global flavors continues to present opportunity for U.S.-grown rice. This is particularly true as, according to MenuData, Asian sauces and condiments like soy, teriyaki, gochujang, and chili crisp continue climbing in restaurant penetration and growth and all are closely associated with rice dishes.
SFA recognizes the evolution of the concept of “authenticity” and “fusion cuisine,” referring to Americans’ “promiscuous palate” that again, can be well-served by rice as the connective format underneath much of that exploration: bowls, sushi burritos, and rice-based fusion dishes give U.S. rice a built-in seat at the table as global condiments and ingredients (za'atar, gochujang, ube) climb the menu adoption curve.
Speaking of evolving palates, SFA has identified a texture-driven trend they call, "sensemaxxing." The joint report notes roughly 70 percent of consumers now weigh texture as heavily as flavor, with chili crisp specifically called out for delivering "spicy, savory, and crunchy" layered sensory experiences. Crispy rice, puffed rice, and rice-based crunch components are well-suited to ride this wave in both retail snacking and menu applications.
A desire for food with functional health benefits, primarily protein- and fiber-driven, will likely steer consumers to rice-and-grain bowls that explains the growth of Mediterranean fast-casual chains and USA Rice partners in the Salad Collective family of restaurants (MAD Greens, Snappy Salads, and Tokyo Joe’s).
Finally, consumers’ obsession with value favors rice's price position. However, researchers point out, “value” does not simply mean “low price.” Consumers are trading up for pantry staples they perceive to bring more value – so whether it is per-serving cost, health benefits, or satisfying their “promiscuous palate” or desire to so-called sensemaxx, rice has an opportunity in 2026 and beyond to capitalize on these trends and make the case to consumers, retailers, and the foodservice sector, that casting your lot with U.S-grown rice will lead positive results for all. And based on the number of exhibitors showcasing aromatic rice – all of it imported except for Arkansas’ Della Rice that had a double corner booth again this year, the category is very competitive.
“Rice doesn’t need reinvention to win in 2026,” said Michael Bosworth, California rice farmer and owner of Next Generation Foods who patrolled the 2026 Fancy Food Show. “It needs better storytelling around the formats already carrying these trends and we need to show up to raise awareness on behalf of the entire industry and grow our partner base.”