Laurel said the trend may signal a change in consumer priorities, with Filipinos valuing quality over quantity in their staple food. Texture, aroma, and overall eating experience, he noted, appear to be playing a larger role in purchasing decisions and could warrant adjustments in agricultural policy.
“This trend is worth watching. It may be telling us something important about what Filipino consumers are looking for,” Laurel said. “It may now be a question of quality over quantity, and that could require a shift in our agricultural policy.”
Evolving consumer tastes
Recent patterns show Filipino consumers expanding beyond intermediate amylose rice varieties to include low-amylose rice, which cooks into a softer, stickier texture. Low-amylose types also have a lower gelatinization temperature, making them easier to digest.
Despite these changes, there is still a strong preference for long, slender grains paired with the soft mouthfeel of well-cooked rice—qualities common to many Vietnamese varieties.
Local options to match imports
Morales said preliminary studies already compare imported rice with local inbred strains.
“I think, in terms of quality, we have the varieties to compete with imported rice—if that is what the market requires,” he said.
One study, led by the Rice Chemistry and Food Science Division and Dr. Flordeliza Bordey of PhilRice, evaluated Vietnam’s renowned Soc Trang 25 (ST25) against Philippine varieties. The findings showed that several inbred types under the Rice Competitiveness Enhancement Fund (RCEF) program share similar traits with the ST25. These include Rc 218, Rc 160, Rc 480, and Rc 512.
Several hybrid rice varieties released by the National Seed Industry Council (NSIC) also compare favorably.
Policy and research links
The review is part of the Masagana Rice Industry Development Program, which seeks to align consumer market preferences with production areas suitable for cultivating high-quality rice. It is being carried out through the OneRicePH Project, supported by the National Rice Program and jointly implemented by PhilRice, the University of the Philippines Los Baños, and the International Rice Research Institute.
Laurel said the effort aims to generate actionable insights that will allow local farmers and millers to adjust to evolving market demands, improve grain quality, and even explore export opportunities.
Vietnam’s continued dominance
Vietnam remains the Philippines’ leading rice source, supplying 74 percent of total imports in 2023. According to the Vietnam Trade Office in Manila, the most popular Vietnamese varieties in the country are DT8 and OM5451.
Vietnam’s ST25, which won the title of world’s best rice in 2019 during the global contest in Manila, is prized for its pandan-jasmine aroma, long slender grains, and short cultivation period that allows up to three harvests per year. It is also resistant to salinity and disease.
Thirteen local varieties—including Rc 160—provide a roadmap for Philippine breeders to develop high-yielding, resilient, premium-quality rice that can be produced efficiently under local conditions and compete with imports both domestically and internationally.
The bottom line
Laurel’s directive reflects how evolving consumer tastes are reshaping agricultural priorities. As Filipinos increasingly seek premium rice varieties, the challenge for policymakers and farmers is to meet these rising expectations—and to ensure the Philippines can compete in a market long dominated by imports. — Ed: Corrie S. Narisma
