Consumer survey reveals high demand for new rice season in Japan

A joint survey conducted by NEXER Group and Mizuho-ya reveals high consumer engagement with the ‘new rice’ (shinmai) season in Japan. Among 400 respondents who regularly purchase rice, 55% reported being conscious of the autumn season when new harvests become available.

Of those who are conscious of the season, 90% purchase new rice annually. The primary motivation for these purchases is taste, cited by 82.8% of respondents. Other significant factors include perceived freshness (39.9%), aroma (29.8%), and the desire to experience seasonal flavors (29.8%).

Consumers expressed that the term ‘new rice’ itself carries a sense of specialness and seasonal anticipation, with many noting that the freshness and distinct aroma are key drivers for their repeat annual purchases.