Agriculture Secretary Francisco Tiu Laurel Jr. has directed the Rice Industry Development Office (RIDO) to study the changing rice preferences of Filipino consumers, noting a growing demand for imported grains, particularly from Vietnam.
Tiu Laurel said the trend suggests a shift in priorities for many consumers who now value the quality, texture, and aroma of their rice.
“This trend is worth watching. It may be telling us something important about what Filipino consumers are looking for,” he said. “It may now be a question of quality over quantity, and that could require a shift in our agricultural policy.”
He noted that Filipinos are broadening their choices beyond intermediate amylose types to include low-amylose rice, which produces a softer, stickier texture. However, he added that long, slender grains with a soft, fluffy texture remain the most preferred.
The study aims to provide insights to help local farmers and millers adapt to these market demands, enhance grain quality, and explore new export opportunities.
A recent study by the Rice Chemistry and Food Science Division found that several local inbred varieties under the Rice Competitiveness Enhancement Fund (RCEF), including Rc 218, Rc 160, Rc 480, and Rc 512, have qualities comparable to Vietnam’s well-known Soc Trang 25 (ST25). Several hybrid rice varieties released by the National Seed Industry Council (NSIC) also performed well.
This research is part of the Masagana Rice Industry Development Program’s effort to align market demand with the production of high-quality varieties.
Last year, Vietnam was the Philippines’ top rice supplier, accounting for 74 percent of all imports. According to the Vietnam Trade Office in Manila, the most popular Vietnamese varieties in the local market are DT8 and OM5451.
