Rice, Pasta and Noodles in Japan

PROSPECTS

Slow growth is forecast despite instant noodles’ maturity

Instant noodles in Japan is expected to grow slowly over the forecast period despite having reached a fair degree of maturity, as a country of origin with one of the highest per capita consumption records in the world, resulting in limited potential for progress. Over the review period, instant noodles posted a steady increase, benefiting from a growing timesaving trend amongst consumers.

Manufacturers aggressively launching new products and promotional activities

Looking to further boost demand, manufacturers are aggressively launching new products and promotional activities; this was particularly prominent in 2018, when a number of brands marked their anniversary. For instance, Nissin Food Products actively promoted its leading brand, Chicken Ramen, the world's first instant noodles, celebrating its 60th anniversary by launching new products and flavours in rapid succession, offering commemorative goods at its online shops, as well as advertising on TV and social media.

Precooked microwaveable rice might help combat a decline in the consumption of rice

Precooked microwaveable rice might be a positive development for Japan’s rice industry against the backdrop of a growing timesaving trend amongst consumers. Rice has traditionally been the main source of carbohydrates in the Japanese diet, but rice consumption has been continuously decreasing due to a social and demographic shift.

COMPETITIVE LANDSCAPE

JA Group continues to lead in rice

JA Group (Japanese Agricultural Cooperatives) continued to lead in rice, pasta and noodles in 2018 thanks to its strong presence in Japan’s rice industry with a significant coverage of geographical areas across the country.

Nisshin Seifun Group maintains its lead in pasta

Nisshin Seifun Group maintained its strong lead in pasta in 2018 thanks to the strong loyalty of Japanese consumers towards its powerful brands Mama, which is the leading dried pasta brand, mainly targeted towards mass consumers, and Ao No Dokutsu, which is positioned as a brand that enables consumers to easily prepare restaurant-quality Italian cuisine at home.

Internet and pop-up illumination used very effectively to promote Nisshin’s brands

In 2018, Nisshin continued to actively promote both of its pasta brands by launching various online promotional activities. For instance, in order to further increase brand awareness of and fan engagement with its Mama brand, it newly opened Pasta Life Community, an online Mama brand community, where consumers can share their recipes using Mama, as well as actively advertised a catch phrase, Mama-waza (tips for using Mama), introducing easy and quick recipes on its website.

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