Red rice is a rice which has red color due to anthocyanin content in the rice. Red rice is consumed with hulls or partially hulled form having nutty flavour. Red rice have higher nutritional value than the usual polished rice. There are different varieties of red rice such as rakthashali, Thai red cargo rice, Bhutanese red rice, Camargue red rice etc. Red rice is also called as weedy rice as it persists as a weed in fields. Red rice contains iron, carbohydrates, zinc, protein, fat, fiber and potassium. Red rice is a source of anti-oxidant which helps consumer accelerate its wound healing and maintain body’s defense mechanism. Prevention of heart disease and lowering the cholesterol level in body are important factors in growth of red rice market in global market.
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The red rice have various health benefits which makes it popular in health conscious consumers. Red rice contains more nutrients than white rice and polished rice which makes it popular in athletes and fitness trainers. Use of red rice in lowering cholesterol and blood glucose are couple of health benefit which is driving the global market for red rice. Use of red rice in cosmetics for wrinkle free and rejuvenated skin is one of the key drivers which are increasing demand of red rice in global market. Red rice is used in traditional Chinese medicine which makes it popular in China for medicinal use in turn increasing the demand.
Some of the key players identified across the value chain of the global Red rice market include Lotus Foods, Urmatt, Ceylon Pure, Radnor Corp Pty Ltd., Herbaria, LLC are amongst.