Japan promotes rice flour consumption amid declining rice intake

The Japanese Ministry of Agriculture is encouraging the public to use rice flour for making sweets, as a way to expand consumption of the staple food amid declining rice intake in Japan. Earlier this month, an event was held at the Ministry of Agriculture, Forestry and Fisheries to introduce samples and products made from rice flour by 22 producers from across the country, including those making Western-style confectionery. The event showcased a variety of baked goods, including cakes, baumkuchen, and brownies, containing various amounts of rice flour – from 10 to 100 per cent. Edelweiss Co., a confectionery company based in Amagasaki, Hyogo Prefecture, introduced a traditional Spanish dessert called polvoron made with rice flour. Polvoron is a type of crumbly shortbread that traditionally uses roasted wheat flour. ‘By using rice flour, we can skip the roasting process and give these cookies a Japanese twist,’ a company spokesperson said. Global demand for rice flour is increasing because the ingredient is gluten-free, which is believed to cause wheat allergies. A panel discussion with renowned chefs and flour milling entrepreneurs during the event stressed the importance of raising awareness about the health benefits of rice flour, as well as its differences from wheat flour. Agriculture Minister Norikazu Suzuki attended the event and announced a target to double rice flour demand from the 2025 figure to 130,000 tonnes by 2030. He also expressed hope that consumers would choose rice flour products for their delicious taste. According to recent data from the Stable Rice Supply Support Organisation, average monthly per capita rice consumption in Japan fell 6.1 per cent, hitting a seven-year low of 4,435 grams during the period ending March 2026. Earlier in June, the House of Representatives passed a bill revising the law on stable supply and pricing of staple foods to prevent overproduction of rice. Suzuki pledged that the government would boost demand for rice flour and other rice products.