Japan government urges use of rice flour amid slump in consumption of staple

Japan's Ministry of Agriculture, Forestry and Fisheries is actively encouraging the use of rice flour in confectionery as a strategy to counteract the steady decline in domestic rice consumption. The ministry hosted an event earlier in July featuring 22 manufacturers presenting a variety of rice flour-based products, ranging from cookies and brownies to traditional Spanish desserts like polvoron.

These products incorporated rice flour in amounts from 10% to 100%. Edelweiss Co., a confectionery company from Amagasaki, Hyogo prefecture, highlighted how using rice flour allows for skipping the roasting process typically required for wheat flour, adding a "Japanese twist" to sweets. The event also emphasized the health benefits of rice flour, particularly its gluten-free nature, which appeals to a growing global market concerned about wheat allergies.

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By using rice flour, we can skip the roasting process and give these sweets a Japanese twist.

Farm minister Norikazu Suzuki announced a national goal to increase rice flour demand significantly. He aims to double the demand from 2025 levels to reach 130,000 tons by 2030. Suzuki expressed optimism that consumers would be drawn to rice flour products due to their appealing flavors.

Recent data indicates a downward trend in rice consumption. According to the Rice Stable Supply Support Organisation, the average monthly per capita rice consumption in Japan fell by 6.1% to 4,435 grams in the year ending March 2026, marking a seven-year low.

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The importance of raising awareness of the health benefits of rice flour was stressed, as well as its differences from wheat flour.