#Japan #Tokyo #consumer behavior #Rice Prices #Shopper Mind

Impact of Rising Rice Prices on Consumer Behavior

In April 2025, the Institute of Distribution Economics conducted the Shopper Mind survey, highlighting significant shifts in consumer behavior due to rising rice prices. This survey, part of the ongoing ISM Shopper Research Project, encompasses a robust dataset collected from 2,400 individuals aged between 20 and 70. Findings reveal a concerning decline in consumer confidence and changing shopping habits amidst economic challenges.

Overview of Survey Results

The Shopper Attitude Index (D.I.) observed a steep decline, dropping to -35.2 in April 2025 from a range of -20 to -10.3 earlier in the year. This drastic dip suggests growing concerns among shoppers, attributed to inflation in essential food items, particularly rice, and stagnant wages that fail to meet rising costs. With uncertainty in the U.S. economic landscape, many shopping behavior patterns are evolving as consumers adapt to their new financial realities.

Changes in Eating Habits

The survey indicated that approximately 67.8% of respondents have altered their eating or shopping habits because of the hike in rice prices. Notably, home-cooked meals have increased, with 22.2% of participants reporting greater consumption of noodles and soba, followed closely by 21.2% for bread and 17.4% for pasta. This shift reflects a broader trend of consumers opting for more affordable meal options as they prioritize their spending.

Shopping Behavior Modifications

Alongside changes in food consumption, shopping practices exhibit a clear trend of frugality. Comparisons of shopping behaviors before and after the rise in rice prices demonstrate a noticeable shift towards budget-friendly choices and brands. Consumers are actively seeking discounts and making more considered purchases, underscoring a pivotal change in the way people shop.

Understanding ISM Shopper Research Project

The Shopper Research Project aims to continuously investigate consumer behavior and shopping mindsets through foundational studies such as the Shopper Mind fixed-point survey. It facilitates insights into purchasing behaviors, equipping retailers and manufacturers to create more effective marketing strategies that align with changing consumer needs.

By delving deep into shopper psychology, the project aids in developing relevant merchandising techniques and promotional strategies that reflect the current landscape. This collaboration among manufacturers, wholesalers, and retailers is vital for enhancing supply chains and distribution frameworks.

Conclusion

As rising rice prices strain household budgets, the insights gleaned from the Shopper Mind survey are invaluable for understanding how consumer attitudes are evolving. These findings not only highlight the pressing need for collaborative consumer engagement strategies but also reflect a significant shift in societal eating and shopping behaviors driven by economic factors. Retailers must adapt quickly to these changes to meet the challenges posed by an increasingly price-sensitive consumer base.

For further details on the ISM Shopper Research Project, visit Institute of Distribution Economics.

Contact:
Yamazaki, ISM Shopper Research Project, Institute of Distribution Economics, 4-8-21, Kudan Minami, Chiyoda, Tokyo 102-0074, Japan. Tel: 03-5213-4532.