Rice Bran Oil Market Unrefined Segment Gains Consumer Interest

 

Rice Bran Oil Market Share and Trends Analysis: Health-Driven Surge and Innovation-Led Growth

The global rice bran oil market is on a remarkable upward trajectory, poised to grow from US$ 7.5 billion in 2025 to US$ 12.3 billion by 2032, marking a Compound Annual Growth Rate (CAGR) of 7.3% during the forecast period. Extracted from the nutrient-rich outer layer of rice grains, rice bran oil is emerging as a frontrunner in the health-conscious edible oil sector due to its heart-friendly profile, high smoke point, and multifunctional utility across food, cosmetics, and pharmaceutical applications.

This blog delves into the key market drivers, restraints, opportunities, and regional and segmental insights to offer a comprehensive understanding of how rice bran oil market is evolving into a global wellness staple.

What’s Fueling the Rice Bran Oil Market?

1. Health Awareness & Cardiovascular Wellness

The surge in lifestyle-related health disorders, particularly cardiovascular diseases (CVDs), is a significant growth driver for the rice bran oil market. According to the World Health Organization, CVDs are the leading cause of death globally, accounting for approximately 17.9 million deaths annually. Consumers are increasingly seeking cooking oils that not only serve culinary needs but also offer preventive health benefits.

Rice bran oil stands out due to its high concentration of γ-oryzanol, phytosterols, and vitamin E, compounds known to reduce LDL cholesterol, fight oxidative stress, and support heart health. This makes it a natural fit for the rising demand in functional foods and wellness-centric cooking oils.

2. Technological Advancements and Clean-Label Demand

Improvements in oil extraction techniques and increased availability of cold-pressed and organic rice bran oil are pushing the industry forward. As clean-label and minimally processed products gain traction, unrefined rice bran oil, rich in natural antioxidants, is carving a niche in the premium market.

Additionally, the growing shift toward non-GMO and plant-based diets is opening avenues for rice bran oil to compete with more expensive “exotic” oils like avocado, macadamia, and sesame oil.

Challenges in the Market

Exotic Oils Creating Competitive Pressures

While rice bran oil has robust health credentials, exotic oils are drawing consumer attention due to strong marketing, perceived novelty, and association with gourmet experiences. These oils are often marketed with emphasis on premium lifestyle positioning, and in comparison, rice bran oil can appear too utilitarian.

As health-aware consumers explore new options, brands offering rice bran oil need to reposition their products more strategically, highlighting their science-backed health benefits, fortification potential, and sustainability edge to stay competitive.

Unlocking Growth Opportunities

Fortification and Immunity-Focused Innovations

In the post-pandemic world, consumer interest in immunity-boosting foods has soared. Rice bran oil, already rich in health-promoting compounds, can be fortified with vitamins A, D, and E to offer daily wellness benefits. Brands like Cargill’s Gemini™ Rice Bran Oil exemplify this trend, offering formulations with 40% more γ-oryzanol, combined with essential nutrients to promote heart and immune health.

This creates an exciting opportunity for companies to innovate across functional food categories—targeting consumers who prioritize preventive health without sacrificing taste or versatility.

Market Segmentation Insights

By End-Use: Rise of Unrefined Rice Bran Oil

The unrefined rice bran oil segment is anticipated to grow at a CAGR of 8.5% during 2025–2032. Consumers are increasingly seeking minimally processed, nutrient-dense oils that retain natural compounds lost during refining. Rich in tocopherols and γ-oryzanol, unrefined rice bran oil appeals to the clean-label movement and is increasingly used in nutraceuticals, functional foods, and premium culinary applications.

In contrast, refined rice bran oil continues to dominate the global market with over 73% market share, valued for its neutral flavor, stability, and suitability in industrial food processing and large-scale cooking.

By Distribution Channel: Supermarkets Lead, Online Channels Rising

Hypermarkets and supermarkets hold a commanding 38% share as of 2024. This dominance stems from factors such as bundle pricing, loyalty programs, and prominent shelf placement, which drive volume sales and brand visibility.

Simultaneously, online retail is growing steadily, particularly among urban, health-conscious consumers seeking product variety, convenience, and in-depth product information. The B2B segment, including food processors and institutional kitchens, is also a significant contributor to the refined rice bran oil market, valued for its long shelf life and consistent culinary performance.

Regional Analysis: Global Footprint of Rice Bran Oil

1. Asia Pacific: Dominant Production and Consumption Hub

Asia Pacific is the largest market, projected to account for 77% of global rice bran oil demand by 2025. Key countries like India, China, Thailand, and Vietnam have both agricultural resources and manufacturing capacity, making the region the epicenter of production.

In India, policy-led initiatives such as the NAFED-backed fortification programs are driving public adoption. The Indian government’s focus on nutrition under the Aatmnirbhar Bharat (Self-Reliant India) mission is expected to further bolster domestic production and consumption.

China, apart from being a major consumer, is also a technological leader, with firms like Henan Huatai leading innovation in oil extraction machinery.

2. North America: Wellness Boom and Product Diversification

In North America, the rice bran oil market is expected to grow at a CAGR of 7.8%, driven by health-conscious consumers and aging populations seeking cholesterol-lowering, heart-smart alternatives. The U.S. market is also experiencing diversification, with rice bran oil increasingly used in personal care, pharmaceuticals, and functional foods.

For instance, skincare brands are embracing rice bran oil for its anti-aging and moisturizing benefits. Additionally, Canada is becoming a niche market, with rising imports from Asian producers.

3. Europe: Slow but Sustainable Adoption

In Europe, growth is steady but promising. Demand is growing for plant-based, allergen-free, and sustainably sourced oils. In Germany and France, rice bran oil is used in premium food formulations, while the UK is embracing it in vegan baking and organic products. Cosmetic companies across the continent are tapping into rice bran oil’s anti-inflammatory and anti-aging properties.

Collaborations between Asian exporters and European importers focusing on traceability and sustainability are expected to further strengthen the market.

Competitive Landscape: Innovation and Integration Drive Success

The rice bran oil market is highly competitive, with companies differentiating through value-added offerings, sustainable sourcing, and strategic expansion. Some key strategies include:

• Launching organic and cold-pressed variants for clean-label appeal
• Expanding into non-food applications like cosmetics and nutraceuticals
• Backward integration by acquiring rice mills to ensure supply chain control
• Celebrity-backed campaigns and QR-code marketing to engage consumers

Notable Developments:

• March 2025: Yihai Kerry launched RICEVITA in the U.S. market.
• November 2024: KRBL Ltd. announced plans to expand its product range by launching oils and spices.
• June 2024: Gemini Edibles launched the “ACT TODAY” campaign integrating digital engagement tools.
• January 2024: Cargill announced full compliance with WHO’s guidelines on industrial trans fats, strengthening its global health-focused oil portfolio.

Top Players in the Global Market:

• Cargill, Incorporated
• Patanjali Ayurved Limited
• Yihai Kerry Group
• Emami Agrotech Ltd.
• Ricela Health Foods Ltd.
• Thai Edible Oil Co., Ltd.
• Marico Ltd.
• 3F Industries Ltd.
• Mother Dairy Fruit & Vegetable Pvt. Ltd.
• Modi Naturals Limited
• And many more…

Final Thoughts: The Future of Rice Bran Oil

The global rice bran oil market is set to flourish as consumers become more health-conscious, environmentally aware, and demanding of clean-label nutrition. With strong footholds in Asia and rising popularity in Western countries, rice bran oil is redefining its role from an everyday cooking staple to a functional, fortified, and premium wellness product.

For stakeholders, the keys to success lie in:

• Leveraging bioactive compound fortification
• Embracing clean-label, organic processing
• Innovating across non-food categories
• Building trust through sustainability and transparency

As the edible oil industry continues to evolve, rice bran oil is well-positioned to meet the moment—blending tradition with innovation, and health with sustainability.

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