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This study aimed to determine whether acceptability of rice‐based milk alternatives (RMAs) is influenced by sensory attributes and nonsensory factors, in particular with respect to US consumers' demographic profiles, frequency of RMA consumption, and food neophobia traits. Ten trained panelists evaluated 7 commercially‐available RMA samples with respect to 23 attributes, and 101 consumer panelists rated both hedonic impressions and just‐about‐right (JAR) intensities of attributes among the 7 RMA samples. Descriptive sensory analysis revealed that the 7 RMA samples differed significantly in terms of the 13 attributes. A partial least squares regression found that overall liking of RMAs was positively associated with higher intensities of sweetness, astringency, and nutty, vanillin, and grainy flavor attributes, while it was negatively associated with higher intensities of yeasty/fermented, vanillin, and starchy aromas, yeasty/fermented and cardboard flavors, bitter and sour tastes, and dark color. Consumers with higher food neophobia traits were found to like flavors of RMAs less. Overall likings of RMAs did not differ as a function of gender, age group, annual household income, and frequency of RMA consumption. In conclusion, this study provides a better understanding of sensory attributes, consumer acceptability, and drivers of liking for commercially‐available RMAs in the U.S. market. Practical applications Rice‐based milk alternatives are one category of nondairy milk alternatives commercially available in the U.S. market. Food manufacturers, marketers, and sensory professionals should consider RMAs' sensory attributes and consumers' food neophobia traits not only when designing new products, but also when promoting their products to potential customers.