[Tiger Corporation “Awareness Survey on Rice and Rice Cookers” Vol. 2] The Shift to Eating at Home Accelerates Due to Soaring Food Costs! Over 60% Feel They Eat at Home More Often.
[Tiger Corporation “Awareness Survey on Rice and Rice Cookers” Vol. 2]
Investing in “Delicious Rice” Now, Following the “Reiwa Rice Riot”?
The Shift to Eating at Home Accelerates Due to Soaring Food Costs! Over 60% Feel They Eat at Home More Often.
The Emergence of “Balanced Consumption” that Achieves Both “Savings” and “Deliciousness.”
83.5% Answered, “I Want the Rice I Eat Every Day to Taste Exceptionally Good.”
Introducing Tiger’s Flagship Model, the “Donabe Gohoubidaki JRT-A100.”
Tiger Corporation (CEO: Yoshisato Kikuchi, Headquarters: Kadoma City, Osaka), a global leader in thermal control technology, conducted a survey to understand the changes in consumer awareness and consumption trends regarding rice, the staple food of Japan.
Over the past few years, the relationship between consumers and rice has changed significantly, highlighted by the shortages and soaring prices in 2025, which came to be known as the “Reiwa Rice Riot.” On the other hand, since the beginning of 2026, retail rice prices have been on a downward trend, and new crop rice has started to hit the market since late August. Now that rice prices have stabilized and the new rice season has arrived, it seems to be the perfect time to turn our attention back to “delicious rice.”
Furthermore, amidst the continuous price hikes of food products, changes are occurring at consumers’ dining tables. The survey results show that a staggering 90.4% of people feel their food expenses have increased in recent years, and over 60% (62.1%) feel that “eating at home has increased, or dining out has decreased.” Additionally, the most common reason for the decrease in dining out was “saving on dining out expenses due to rising prices” at 65.3%, making it clear that there is a trend shifting towards eating at home against the backdrop of inflation.
On the other hand, while “good cost performance” was the most sought-after element for eating at home (45.4%), 83.5% of respondents answered that they “want the rice they eat every day to taste exceptionally good.” Furthermore, when asked which home appliance they would like to invest in to increase dining satisfaction, “rice cooker” took the number one spot at 54.9%. This reveals a trend of “balanced consumption” among consumers who seek to balance “savings” and “deliciousness”—choosing to eat at home to keep food costs down while remaining particular about the “deliciousness” of their daily meals.
On Sunday, June 21st, our company launched Tiger’s flagship model clay pot rice cooker, the “Donabe Gohoubidaki JRT-A100.” This model draws out the deep sweetness and umami of the rice using the intense heat generated by an authentic clay pot, and it protects the integrity of each grain by cooking with the fine bubbling unique to clay pots.
◎ Survey Summary
- Realization of Soaring Food Costs: 90.4% answered that their food expenses have increased.
- Rising Demand for Eating at Home: 62.1% answered that “eating at home has increased, or dining out has decreased.” 65.3% of those cited saving money as the reason, showing a clear shift towards eating at home due to rising prices.
- Emergence of Balanced Consumption: The manifestation of “balanced consumption” achieving both “savings” and “deliciousness.” 83.5% of people “want the rice they eat every day to taste exceptionally good.”
- Investing in Deliciousness: The No. 1 home appliance people want to invest in to enhance dining satisfaction is the “rice cooker” (54.9%). While saving money, there is a clear tendency to prioritize the satisfaction of the dining table.
Survey Overview
Survey Target: 658 men and women aged 20 and older nationwide
Survey Method: Internet research using “Fastask” by JustSystems Corporation
Survey Period: Tuesday, June 23, 2026 – Tuesday, June 30, 2026
Note: Since the result figures are appropriately rounded, there may be slight discrepancies when calculating totals.
Note: When introducing the survey results, please include the annotation: [Quoted from Tiger Corporation “Awareness Survey on Rice and Rice Cookers”].
Over 90% Experience Soaring Food Costs. Over 60% Answered “Eating at Home Has Increased, Dining Out Has Decreased.” The Rising Demand for Eating at Home Becomes Clear.
The number of people who feel food costs have soared in recent years has reached 90.4%, and 62.1% answered that “eating at home has increased, while dining out has decreased,” indicating a growing demand for home-cooked meals.
Additionally, the most common reason for the decrease in dining out was “saving on dining out expenses due to rising prices” at 65.3%, followed by “increased opportunities to cook at home or use takeout” at 33.7%, and “feeling more relaxed and comfortable eating at home” at 22.0%.
These results suggest that against the backdrop of soaring food prices, an increasing number of consumers are reducing their dining out occasions and shifting their dietary habits toward eating at home.
Since 56.2% of those who felt rice prices had stabilized answered that their “opportunities to choose rice as a staple food have increased,” it appears that the perception of rice prices directly influences how often rice is chosen for the dining table.
The Emergence of “Balanced Consumption” Achieving Both “Savings” and “Deliciousness.” 83.5% Answered They Want to Eat “Exceptionally Delicious Rice Every Day.”
“Rice Cooker” is the No. 1 Home Appliance People Want to Invest in to Increase the Satisfaction of Eating at Home.
While “good cost performance compared to dining out” was the most sought-after element for eating at home at 45.4%, 83.5% answered that they “want the rice they eat every day to taste exceptionally good.” This reveals a mindful, balanced consumption attitude: choosing to eat at home with savings in mind, while still emphasizing “deliciousness” for daily meals.
This dedication to “deliciousness” is also reflected in the intention to invest in cooking appliances. Over half (52.6%) of respondents want to invest in cooking appliances to improve dining satisfaction, and the “rice cooker” ranked first (54.9%) among appliances people want to invest in to elevate their at-home dining experience. This indicates that “balanced consumption” is strongly manifesting even when eating at home.
Product Information
The Flagship Model Featuring an Authentic “Ceramic Pot.”
Going Beyond Tradition: The 20th Anniversary Ceramic Pot Rice Cooker Model, “Donabe Gohoubidaki JRT-A100,” Launches June 21, 2026
~Like a First-Class Japanese Restaurant. The Ideal Bowl of Rice, Cooked by the “Ceramic Pot”—a Crystallization of Master Craftsmanship~
Product URL: https://www.tiger-corporation.com/ja/jpn/product/rice-cooker/jrt-a/
Ceramic Pot
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.
High Heat
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.)
Sweetness
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
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.