[Tiger Corporation “Awareness Survey on Rice and Rice Cookers”] While Over 90% Feel the Impact of Rising Food Prices, 60% Sense a Stabilization in Rice Prices! Over Half of the Latter Report an Increased Tendency to Choose Rice as Their Staple Food

Tiger Corporation (CEO: Yoshisato Kikuchi, Headquarters: Kadoma City, Osaka), a global leader in thermal control technology, conducted a survey to investigate shifting consumer awareness and consumption trends regarding rice, the staple food of the Japanese people.

Recently, while general food prices have remained high, there are signs of stabilization in the price of rice. In fact, according to the relative trading prices of rice published by the Ministry of Agriculture, Forestry and Fisheries (MAFF), the price of rice produced in 2025 stood at 33,164 yen per 60 kg in May. This represents a drop of 3,894 yen (approximately 10%) compared to its peak in October 2025*, indicating a continued trend of price stabilization. This awareness survey was conducted against the backdrop of these evolving circumstances surrounding our food environment.

The survey revealed that while a staggering 90.4% of respondents feel that food expenses have increased over the past few years, more than half of those who find rice more accessible—thanks to this year’s general food price hikes juxtaposed with rice price stabilization—report an increased frequency in choosing rice as their staple food. Furthermore, 83.5% of respondents stated, “I want the rice I eat every day to be exceptionally delicious,” with “rice cookers” being the most popular choice among home appliances consumers wish to invest in to elevate their dining experience.

To meet this demand, we launched our flagship ceramic pot rice cooker, the “Donabe Gohoubidaki JRT-A100,” on Sunday, June 21. This model draws out the deep sweetness and umami of the rice using the immense heat generated by an authentic ceramic pot, and preserves the distinct, firm texture of each grain by cooking with the fine bubbles entirely unique to clay pots.

*Ministry of Agriculture, Forestry and Fisheries: “Trends in Relative Trading Prices, Quantities, Collection, Contracting, Sales, and Private Inventory of Rice, etc.“

While many consumers feel the sting of rising food costs year after year, 60% of respondents felt that rice has become “more accessible than last year.” Furthermore, over half of those who find rice more accessible report an increased frequency in choosing it as their staple food.

While a staggering 90.4% of respondents have felt the impact of soaring food prices over the past few years, 60.5% stated that rice has become “more accessible compared to the same period last year.” Additionally, 56.2% of those who noticed this price stabilization answered that their “opportunities to choose rice as a staple food have increased.” These results suggest that consumer perception of rice prices directly influences how often it is served at the dining table.

From these findings, we can gather that despite feeling the burden of overall increased food expenses, a growing number of consumers are now choosing rice more often—or at least maintaining their previous consumption levels. This comes after the recent stabilization in prices following last year’s severe price spikes, which were widely dubbed the “Reiwa Rice Riot.”

A strong desire to enjoy exceptionally delicious rice—our staple food—has been brought to light. “Rice Cookers” also took the No. 1 spot as the home appliance consumers want to invest in to enhance their dining satisfaction.

In response to the question, “Do you want the rice you eat every day to be exceptionally delicious?”, a total of 83.5% answered either “strongly agree” or “agree,” highlighting a profound demand to better savor their staple food. Furthermore, the top choice for an appliance to invest in for greater dining satisfaction was the “Rice Cooker” (54.9%). This underscores the high expectations placed on rice cookers as a worthwhile investment for enjoying delicious, high-quality rice on a daily basis.

Product URL: https://www.tiger-corporation.com/ja/jpn/product/rice-cooker/jrt-a/

Adopting the Industry’s First “Ceramic Pot” in 2006
A reward-level bowl of rice that fulfills the true calling of the ceramic pot, brought to life by 20 years of dedication.

Umami Convection Shape

For this product, we have newly developed the “Umami Convection Shape,” featuring precisely varied thicknesses throughout the ceramic pot. This meticulous design generates an ideal thermal convection that agitates in multiple directions within the pot, transferring heat evenly and uniformly to cook the rice to absolute perfection.

Sensor Spot

To master the overwhelming heat retention capabilities of the ceramic pot, a “Sensor Spot” has been introduced to the base. To maximize the sensor’s detection accuracy, the contact point on the bottom of the pot has been intentionally thinned using advanced processing techniques. This enables extraordinarily precise temperature management, drawing out the deep sweetness of the rice and the resilient, chewy texture that only a true ceramic pot can provide.

A New Heating Structure Supporting 20 Years of Evolution
The ultimate cooking process, achieved by a new structure designed to lock in heat.

300°C W-Layer IH ^*1

This model adopts a dual-layer IH (Induction Heating) coil structure on the base. The first layer of the heating coil, which wraps around the bottom of the pot, transfers heat seamlessly to the entire vessel. By utilizing a two-layer structure, it replicates both the intense heat and the dynamic temperature differentials of cooking with a ceramic pot over an open flame. Leveraging the ceramic pot’s characteristic slow heat transfer, it creates a fierce yet gentle thermal convection using the temperature contrast between the top and bottom, drawing out the maximum sweetness of the rice to cook it rapidly and evenly.

*1: Approximately 300°C for the JRT-A100. Measured on the outer bottom surface of the inner pot during cooking on the “White Rice” menu, 4 go (approx. 720ml), “Firm” texture setting, and “High” heat setting. (Based on in-house research.)

Replicating the Temperature Control of a High-End Restaurant’s Ceramic Pot with the New, Masterful “Simmering IH Control” Technology

Simmering IH Control

We scientifically analyzed and replicated the “continuous heating on a low flame” process used to prepare ceramic pot rice at first-class Japanese restaurants. Through advanced control that perfectly balances intense high heat with an extremely delicate simmer, we have achieved an approximate 19%^*2 increase in the rice’s sweetness and a 6.7%^*3 increase in its rich, chewy texture.

*2: Comparison of reducing sugars when cooking on the “White Rice” menu, 3 go, “Standard” texture, and “Medium” heat setting between the JRT-A100 and our conventional model JRX-S100 (manufactured in 2025). Reducing sugars for JRT-A100: 186mg; JRX-S100: 156mg (per 100g of dry matter). (Based on in-house research.)

*3: Comparison between the JRT-A100 and our conventional model JRX-S100 on the “White Rice” menu (“Standard” texture, “Medium” heat setting). JRT-A100: 321.19 J/m³; JRX-S100: 301.11 J/m³. (Based on in-house research.)

Tiger Corporation Global Tagline “HEAT TO HEART” Brand Site / Movie Now Available

Web　https://www.tiger-corporation.com/ja/jpn/about-us/tagline/
Movie　https://youtu.be/o7qqhZrkqss

Freshly made, sealed with care.
Inside, a silent thought for another.
Freshly cooked rice for the family table.
Piping hot coffee to share with friends.
Refreshing soda for a moment of me-time.
The warm and the cold.
Born from heat, bringing people together.
In that connection, “heartwarming DANRAN” begins.
To create heat, and to hold it close.
Tiger’s century-long legacy of perfecting thermal control technology.
Bringing you closer to the people who matter most.
May this heat find its way to your heart.