Research Report: 'Survey on Rice Consumption: Changes in Dining Habits Due to Soaring Prices'
The Asahi University Marketing Institute conducted a survey on how rising rice prices are affecting consumer habits. While rice remains a staple for dinner, the study reveals a gradual shift away from rice for lunch, particularly among women, as prices continue to climb.
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- 📰 Published: March 31, 2026 at 01:11
- 🔍 Collected: March 30, 2026 at 22:56
- 🤖 AI Analyzed: June 2, 2026 at 13:02 (1526h 6m after Collected)
The Asahi University Marketing Institute (Director: Chihiro Nakahata), an affiliated research organization of Asahi University (Mizuho City, Gifu Prefecture), has conducted a survey on rice consumption.
Due to factors such as labor shortages and rising costs, the retail price of rice has soared. The price increase is significant, and it is believed that many people have already taken, or are planning to take, some form of countermeasures. We conducted this survey to understand how this situation is currently affecting rice consumption behavior and whether a trend of moving away from rice is progressing.
Main Results of 'Survey on Rice Consumption: Changes in Dining Habits Due to Soaring Prices'
■ Breakfast habits remain unchanged; few people changed how they eat rice due to price hikes
When asked about changes in how they eat rice for breakfast following the price surge, the highest percentages were for the responses: 'My staple food remains rice,' 'I do not eat rice for breakfast/I do not eat breakfast,' and 'Rice was not my staple food to begin with, and the frequency of eating it has not changed.' All of these represent a continuation of existing habits. Among the responses indicating change, those reflecting a move away from rice, such as 'My staple food is still rice, but I have started choosing other food items as well' and 'My staple food was rice, but I have switched to other food items,' showed relatively higher percentages.
Breakfast is broadly divided into three types: the 'rice group,' the 'other food group,' and the 'non-breakfast group,' and this situation has continued even after the rice price hike. However, about 20% of respondents have moved away from rice. While currently a minority, if the price surge continues, the trend suggests that the number of people moving away from rice will increase.
■ For lunch, many people, especially women, are choosing food items other than rice
When asked about changes in how they eat rice for lunch following the price surge, the responses 'My staple food remains rice' and 'Rice was not my staple food to begin with, and the frequency of eating it has not changed' were high. There were gender differences in both, with the former being higher among men and the latter among women. Many other items also showed higher percentages for women than for men.
While few women originally chose rice as their lunch staple, the number of those choosing non-rice food items has increased further following the price hike. The current price surge is acting as a catalyst for moving away from rice, primarily in women's lunches.
■ Over 60% continue to choose rice as their dinner staple
When asked about changes in how they eat rice for dinner following the price surge, the response 'My staple food remains rice' was overwhelmingly high. About 60% of people continue to choose rice as their staple food as they always have. Compared to breakfast and lunch, the gender gap is smaller, and rice continues to play its role as the staple food for dinner, where many people often eat together.
On the other hand, the response 'My staple food is still rice, but I have started choosing other food items as well' was the second highest, indicating that quite a few people have started choosing other food items as a staple. Regarding dinner, rice maintains its position as the staple food for now, but slight signs of change were observed. There is a strong possibility that changes will be encouraged if the convenience and variety of other food items are enhanced through new ideas and ingenuity.
■ Through this survey
When we examined changes in breakfast, lunch, and dinner habits following the recent rice price surge, we found that while breakfast and dinner habits largely remained as they were before the price hike, a gradual shift away from rice was observed for lunch, particularly among women. Overall, rice continues to play the same role in dietary life as it did before the price surge, but slight signs of change were visible. It can be said that if products using other ingredients are enhanced in terms of variety and convenience through ideas and ingenuity, there is a strong possibility that changes will appear in the rice-centered dietary habits we have had until now.
Survey Details
'Survey on Rice Consumption: Changes in Dining Habits Due to Soaring Prices'
■ Survey Period: December 15 (Mon) – December 22 (Mon), 2025
■ Survey Method: Internet survey using the Asahi University Marketing Institute's panel
■ Target: Nationwide
Age: 20s, 30s, 40s, 50s, 60s
Gender: Male/Female
■ Number of valid samples: 500
Survey data available here: http://marketing.asahi-u.ac.jp/wp-content/uploads/2026/01/202602.pdf
The Marketing Institute independently conducts 'Topic Research' on trending services, consumption trends, and new social developments, and publishes data widely as a portal site for accumulated research data. We also possess a system that allows access to nationwide monitors in the Tokyo metropolitan area, the Tokai region, and elsewhere to smoothly respond to market research requests from companies and other organizations.
■ Name: Public Research Data
■ Research Reports: Over 200
■ Details: http://marketing.asahi-u.ac.jp/data/