Less rice, more yogurt: Tokyo families' diets change as price of staple remains high
Westernization of meals as rice consumption declines
Tokyo-based research firm Lifescape Marketing Co. released data in April on a survey examining menu changes between January and March in households in the greater Tokyo area.
Of the 214 households that responded, 30% said they reduced rice consumption by over 10% compared to the same period last year. Another 29% said they reduced consumption by 10% or less. In total, nearly 60% of the households, or 127 families, reported eating rice less frequently.
In these families, yogurt saw the most significant increase in consumption. In households that reduced rice dishes by more than 10%, yogurt appeared on their dining tables 2.7% more often compared to the previous year. Those that reduced rice consumption by 10% or less also had yogurt 1.5% more frequently. When limited to breakfast, yogurt's appearances increased by 4.9%, significantly outpacing other items including potage soup (up 1.7%), tamagoyaki Japanese omelets (up 1.5%), mochi rice cake (up 1.0%) and sandwiches (up 0.8%).
Conversely, breakfast items that declined included rice (down 5.1%), rice balls (down 4.0%), rice with toppings like raw egg (down 3.9%), traditional Japanese dishes such as miso soup (down 3.3%), natto fermented soybeans (down 1.3%) and simmered dishes (down 1.2%). This suggests a trend toward Western-style meals as rice consumption decreases.
But why has yogurt, in particular, gained traction?
Emphasis on gluten-free diets and time efficiency
Akiko Furutani, an associate professor specializing in chrono-nutrition at Tokyo's Aikoku Gakuen Junior College, suggested that the gluten-free trend might be reducing bread consumption, and added, "The recent trend is to limit carbohydrates and consume more protein. Yogurt is chosen as an easily accessible source of protein."
More people are apparently opting for yogurt or cereal over rice and miso soup for weekday breakfasts. Analyzing the reason for this, Furutani said, "In addition to high rice prices, there is a growing focus on time efficiency, leading more people to prefer quicker and easier breakfast options."
In fact, Meiji Co., the industry leader in yogurt sales, reported that sales of its flagship plain "Meiji Bulgaria Yogurt" series have increased by about 10% each month year on year since April 2024.
Morinaga Milk Industry Co. similarly reported that sales of its small four-unit packs of "Bifidus Yogurt" increased by about 20% on average from January to March 2025 compared to the same months the previous year. A representative expressed surprise at the significant increase, speculating, "This may be the result of people seeking satisfaction by eating (yogurt) after meals as they have reduced rice consumption, and Westernization of meals, which involves switching from rice to bread for breakfast."
Despite trend, expert says morning rice consumption preferable
Lifescape Marketing's survey found that the reduction in rice dishes was least pronounced at dinner, with a 13% decrease, compared to a 29% decrease at lunch and a 33% drop at breakfast. A representative said, "This indicates people feel that even if they cut back on rice at breakfast and lunch, they still want to have rice for dinner."
However, from a chrono-nutrition perspective, the opposite is preferable. Furutani recommends eating rice in the morning rather than in the evening, explaining, "Consuming carbohydrates in the morning resets the body's internal clock, allowing the person to be active from the start of the day. Eating heavily at night can raise blood sugar levels and disrupt sleep."
Since having just yogurt for breakfast is insufficient for carbohydrate intake, Furutani advises, "Alternatives like barley flakes or other grains, or even pasta, can be good substitutes for rice. There are many options, so aim for a balanced diet."
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Less rice, more yogurt: Tokyo families' diets change as price of staple remains high
TOKYO -- Bowls of cooked rice and rice balls -- essentials in typical Japanese meals -- are appearing less frequently on dining tables in the country as rice prices remain high. While many might expect a switch to other staple foods, it is not bread or noodles that are seeing increased consumption. Westernization of meals as rice consumption declines Tokyo-based research firm Lifescape Marketing Co. released data in April on a survey examining menu changes between January and March in households in the greater Tokyo area. Of the 214 households that responded, 30% said they reduced rice consumption by over 10% compared to the same period last year. Another 29% said they reduced consumption by 10% or less. In total, nearly 60% of the households, or 127 families, reported eating rice less frequently. In these families, yogurt saw the most significant increase in consumption. In households that reduced rice dishes by more than 10%, yogurt appeared on their dining tables 2.7% more often compared to the previous year. Those that reduced rice consumption by 10% or less also had yogurt 1.5% more frequently. When limited to breakfast, yogurt's appearances increased by 4.9%, significantly outpacing other items including potage soup (up 1.7%), tamagoyaki Japanese omelets (up 1.5%), mochi rice cake (up 1.0%) and sandwiches (up 0.8%). Conversely, breakfast items that declined included rice (down 5.1%), rice balls (down 4.0%), rice with toppings like raw egg (down 3.9%), traditional Japanese dishes such as miso soup (down 3.3%), natto fermented soybeans (down 1.3%) and simmered dishes (down 1.2%). This suggests a trend toward Western-style meals as rice consumption decreases. But why has yogurt, in particular, gained traction? Emphasis on gluten-free diets and time efficiency Akiko Furutani, an associate professor specializing in chrono-nutrition at Tokyo's Aikoku Gakuen Junior College, suggested that the gluten-free trend might be reducing bread consumption, and added, "The recent trend is to limit carbohydrates and consume more protein. Yogurt is chosen as an easily accessible source of protein." More people are apparently opting for yogurt or cereal over rice and miso soup for weekday breakfasts. Analyzing the reason for this, Furutani said, "In addition to high rice prices, there is a growing focus on time efficiency, leading more people to prefer quicker and easier breakfast options." In fact, Meiji Co., the industry leader in yogurt sales, reported that sales of its flagship plain "Meiji Bulgaria Yogurt" series have increased by about 10% each month year on year since April 2024. Morinaga Milk Industry Co. similarly reported that sales of its small four-unit packs of "Bifidus Yogurt" increased by about 20% on average from January to March 2025 compared to the same months the previous year. A representative expressed surprise at the significant increase, speculating, "This may be the result of people seeking satisfaction by eating (yogurt) after meals as they have reduced rice consumption, and Westernization of meals, which involves switching from rice to bread for breakfast." Despite trend, expert says morning rice consumption preferable Lifescape Marketing's survey found that the reduction in rice dishes was least pronounced at dinner, with a 13% decrease, compared to a 29% decrease at lunch and a 33% drop at breakfast. A representative said, "This indicates people feel that even if they cut back on rice at breakfast and lunch, they still want to have rice for dinner." However, from a chrono-nutrition perspective, the opposite is preferable. Furutani recommends eating rice in the morning rather than in the evening, explaining, "Consuming carbohydrates in the morning resets the body's internal clock, allowing the person to be active from the start of the day. Eating heavily at night can raise blood sugar levels and disrupt sleep." Since having just yogurt for breakfast is insufficient for carbohydrate intake, Furutani advises, "Alternatives like barley flakes or other grains, or even pasta, can be good substitutes for rice. There are many options, so aim for a balanced diet."
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