Insights into Government Stockpiled Rice Consumption in Metropolitan Japan

Understanding Government Stockpiled Rice Consumption in Japan

In an insightful study focusing on the consumption patterns of government stockpiled rice among residents of the Tokyo metropolitan area (comprising Tokyo, Saitama, Chiba, and Kanagawa), the Loyalty Marketing Corp., which operates the Ponta common points service, has shed light on consumer awareness and purchasing behaviors. Conducted in collaboration with the TOKYO FM radio program “#BizTopi,” the survey targeted individuals between the ages of 20 and 60 during the period from July 1 to July 3, 2025.

Key Findings of the Survey

1. Awareness and Visibility
A striking 86.1% of participants reported being aware of government stockpiled rice availability. However, only 34.3% admitted to having seen it available for sale in stores. Notably, regarding the price point of approximately 2,000 JPY for 5 kg bags, 46.1% of respondents deemed this pricing reasonable.

2. Purchasing Experience
The actual purchasing rate of government stockpiled rice stood at 12.7%. A significant proportion, 48.3%, indicated they have no intention of buying it. When asked about purchase locations, 64.6% reported buying from supermarkets, followed by 33.1% through online shopping platforms and 9.4% at convenience stores. The prevalent purchase quantity was 5 kg, with 49.6% of respondents rating the taste and quality as