{"id":484787,"date":"2025-10-09T04:56:46","date_gmt":"2025-10-09T04:56:46","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/484787\/"},"modified":"2025-10-09T04:56:46","modified_gmt":"2025-10-09T04:56:46","slug":"japanese-consumers-hesitate-to-buy-new-rice-amid-soaring-prices","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/484787\/","title":{"rendered":"Japanese Consumers Hesitate to Buy New Rice Amid Soaring Prices"},"content":{"rendered":"<p>\n\t\t\t\tJapanese consumers want to eat shinmai (newly harvested rice), but have limits on how much they are prepared to pay.\n\t\t\t\t<\/p>\n<p>  \t\t\t\t Price a Priority<\/p>\n<p>A survey, conducted in September by the recipe-sharing website Cookpad, asked 1,037 site users about their attitudes toward shinmai (newly harvested rice). In total, 88.9% in total stated they \u201cwant to buy shinmai,\u201d but price proved to be an obstacle.<\/p>\n<p>More than 70% of respondents cited \u201cprice\u201d as a priority when buying shinmai. The other main factors that respondents took into consideration were \u201cbrand\u201d (53.1%), \u201cvariety\u201d (38.2%), and \u201cproduction area\u201d (34.9%). (Koshihikari is an example of a variety, and Uonuma Koshihikari an example of a brand.)<\/p>\n<p class=\"photo_box_c_v2\" style=\"width: 500px;\"><a href=\"https:\/\/www.europesays.com\/uk\/wp-content\/uploads\/2025\/10\/2882669.png\" class=\"fancybox\" rel=\"gallery\" data-libid=\"2882669\"><img decoding=\"async\" src=\"https:\/\/www.europesays.com\/uk\/wp-content\/uploads\/2025\/10\/2882669.png\" data-libid=\"2882669\" alt=\"What is your priority when buying shinmai?\"\/><\/a><\/p>\n<p>Sticking Point<\/p>\n<p>At 74.6%, the majority of respondents stated they were willing to pay a slightly higher price for shinmai, \u201cup to \u00a54,999\u201d per five kilograms, which was much higher than the 16.9% who said they would only pay the \u201csame price as for regular rice.\u201d<\/p>\n<p>However, the combined total of people willing to pay \u201cup to \u00a55,999,\u201d \u201cup to \u00a56,999,\u201d or even \u201c\u00a57,000 or over\u201d only came to 8.7%. The survey showed there was a psychological cut-off point of \u00a55,000 for consumers, which they could not exceed, even for a taste of newly harvested rice.<\/p>\n<p class=\"photo_box_c_v2\" style=\"width: 400px;\"><a href=\"https:\/\/www.europesays.com\/uk\/wp-content\/uploads\/2025\/10\/2882888.png\" class=\"fancybox\" rel=\"gallery\" data-libid=\"2882888\"><img decoding=\"async\" src=\"https:\/\/www.europesays.com\/uk\/wp-content\/uploads\/2025\/10\/2882888.png\" data-libid=\"2882888\" alt=\"What price are you willing to pay for 5 kg of shinmai?\"\/><\/a><\/p>\n<p>By size of household, the combined totals of \u201cup to \u00a53,999\u201d and \u201cup to \u00a54,999\u201d for small households of \u201c1\u20133 people\u201d and large households of \u201c4 people or more\u201d showed little difference, with 75.2% and 73% respectively.<\/p>\n<p>This gap was wider for people wanting to pay the \u201cregular price\u201d though, with 14.7% for small households compared to 21.9% for large households. Moreover, while 7.8% of small households were willing to spend up to \u00a55,999, this fell by nearly half to 4.1% for larger households. The reality is that households with many family members are not able to stretch to paying more.<\/p>\n<p class=\"photo_box_c_v2\" style=\"width: 500px;\"><a href=\"https:\/\/www.europesays.com\/uk\/wp-content\/uploads\/2025\/10\/2882889.png\" class=\"fancybox\" rel=\"gallery\" data-libid=\"2882889\"><img decoding=\"async\" src=\"https:\/\/www.europesays.com\/uk\/wp-content\/uploads\/2025\/10\/2882889.png\" data-libid=\"2882889\" alt=\"What price are you willing to pay for 5kg of shinmai ? (By Size of Household)\"\/><\/a><\/p>\n<p>Data Sources<\/p>\n<p>(Translated from Japanese. Banner photo \u00a9\u00a0Pixta.)<\/p>\n","protected":false},"excerpt":{"rendered":"Japanese consumers want to eat shinmai (newly harvested rice), but have limits on how much they are prepared&hellip;\n","protected":false},"author":2,"featured_media":484788,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3090],"tags":[51,1700,1203,111221,16,15],"class_list":{"0":"post-484787","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-economy","8":"tag-business","9":"tag-economy","10":"tag-food","11":"tag-rice","12":"tag-uk","13":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/115342439047581030","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/484787","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=484787"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/484787\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/484788"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=484787"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=484787"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=484787"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}