How has your rice-eating frequency rice changed this year? graph of japanese statisticsRice has the image as the main staple of the Japanese dining table, so this recent survey from goo Research looked at rice and eating habits to find out the truth behind the stereotype.

Demographic

Between the 15th and 18th of November 2010 1,295 members of the goo Research monitor group completed a private internet-based questionnaire. 50.1% of the sample were female, 16.4% in their teens, 16.8% in their twenties, 16.3% in their thirties, 16.8% in their forties, 16.8% in their fifties, and 16.8% aged sixty or older.

We buy all our rice these days over the internet, and usually a different brand or region every time; we’re currently on Shiga rice of a brand whose name I couldn’t read. We sometimes pick up brown rice or brown rice blends, which makes a change from sometimes quite bland white rice.

However, if you think Japanese rice is bland, may I suggest getting a new rice cooker? We recently replaced our old one which cooked everything into a glutenous mulch, but now with the new one each grain remains distinct and much more pleasant on my taste buds. I still miss Basmati, however…

Rsearch results

Q1: Which staple do you usually eat at breakfast, lunch or dinner? (Sample size=1,295)

 
Breakfast
Lunch
Dinner
Rice
38.3%
62.3%
88.2%
Bread
45.8%
11.0%
0.6%
Pasta, noodles
0.7%
23.4%
3.8%
None of the above
6.6%
2.2%
6.9%
Don’t eat at all
8.6%
1.2%
0.5%

Q2: About how much rice do you eat at one sitting on average? (Sample size=1,295)

75 grams or less
8.4%
150 grams or so
70.3%
300 grams or so
18.8%
450 grams or more
2.5%

Not surprisingly, men ate more rice than women; barely 10% of women managed more than 150 grams, yet around a third of men did.

Q3: Compared to a year ago, how has the number of times you have eaten rice changed? (Sample size=1,295)

Increased considerably (to SQ1)
5.8%
Increased a little (to SQ1)
10.3%
Not changed
71.5%
Decreased a little (to SQ2)
9.8%
Decreased considerably (to SQ2)
2.5%

Just over a quarter of teenaged girls has decreased their rice consumption frequency, yet almost 30% of those in their thirties has increased it. I suspect there must have been a number of rice diets and no rice diets published!

Q3SQ1: Why has your rice consumption frequency increased? (Sample size=209, multiple answer, top ten)

 
All
Male
N=80
Female
N=129
Been eating at home more
45.5%
47.5%
44.2%
Been eating out less
30.6%
30.0%
31.0%
Became aware of the tastiness of rice
19.6%
21.3%
18.6%
Been eating more Japanese-centric meals
18.7%
10.0%
24.0%
Been considering health, nutritional balance
17.7%
15.0%
19.4%
Started cooking for myself
14.8%
12.5%
16.3%
To save money
14.4%
15.0%
14.0%
Family make-up has changed
12.9%
5.0%
17.8%
Became more interested in food
9.6%
13.8%
7.0%
Became aware of food safety issues
6.2%
7.5%
5.4%

Q3SQ2: Why has your rice consumption frequency decreased? (Sample size=160, multiple answer, top ten)

 
All
Male
N=68
Female
N=92
For diet
30.6%
25.0%
34.8%
Been eating at home less
16.9%
19.1%
15.2%
Became aware of the tastiness of bread, pasta, etc
14.4%
11.8%
16.3%
Been eating out more
13.8%
14.7%
13.0%
Other
13.1%
13.2%
13.0%
Cooking rice has become too much trouble
9.4%
8.8%
9.8%
Been eating less Japanese meals
9.4%
8.8%
9.8%
Been considering health, nutritional balance
9.4%
10.3%
8.7%
Family make-up has changed
8.8%
4.4%
12.0%
Been ordering home delivery food more
7.5%
5.9%
8.7%

Q4: What is your most favourite type of rice? (Sample size=1,295)

White rice
65.5%
Brown rice, other grains mixed in
11.4%
Mixed with other ingredients
23.1%

White rice was more popular with older people, and mixed grains more popular with women by about two to one.

Q5: What is your most favourite strain of rice? (Sample size=1,295)

Rank
Strain
Percentage
1
Koshi hikari
28.1%
2
Akita komachi
7.9%
3
Hitomebore
2.5%
4
Milky queen
1.7%
5
Hino hikari
1.6%
 
No particular preferences
47.0%

Q6: What is your most favourite rice-growing prefecture? (Sample size=1,295)

Rank
Prefecture
Percentage
1
Niigata
15.2%
2
Akita
5.6%
3
Hokkaido
3.1%
4
Miyagi
1.7%
5
Yamagata
1.6%
 
No particular preferences
50.4%

Q7: How often have you bought the following over the internet in the last year? (Sample size=1,295, multiple answer)

 
5 or more times
2 to 4 times
Once
None, but bought before
Never
Rice
4.3%
5.1%
3.5%
3.8%
83.3%
Bread
2.3%
2.1%
1.2%
4.6%
89.8%
Chocolate, cake, etc
2.8%
8.9%
8.0%
13.9%
66.4%
Other foodstuff (water, wine, beer, etc)
6.6%
8.3%
6.6%
11.7%
66.8%
Fish, shellfish, processed fish products
4.2%
9.0%
7.0%
11.0%
68.9%
Meat, processed meat products
4.2%
4.6%
4.2%
8.8%
78.2%
Fresh vegetables, fruit
3.7%
4.9%
3.1%
7.2%
81.2%

Q7SQ: What are the merits of buying rice over the internet? (Sample size=1,295, multiple answer)

 
Have bought rice
N=216
Not bought rice
N=1,079
Don’t need to transport a heavy load
67.1%
60.9%
Cheap
44.0%
40.4%
Can get internet shopping points
30.1%
33.2%
Can buy whenever I need to
20.8%
22.2%
Easy to understand with comments from and photograph of grower
14.4%
13.1%
Can learn particular features of rice (nutritional information, recipes, etc)
14.4%
10.8%
Good freshness
10.2%
11.2%
Can buy in bulk
7.9%
8.0%
Other
8.3%
1.5%
Nothing in particular

16.9%

0 Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.