British consumers preferring Japanese cuisine

The demand for Japanese cuisine is soaring among British consumers, who consumed an extra 12 million tonnes of rice and noodles, reveals findings from Kantar Worldpanel that deals in consumer knowledge and insights.

As a result, sales of rice and noodles rose 5.3%, bringing sales up to 504.9 million tonnes and volume sales were up 6.5%. According to Kantar Worldpanel, this rise in sales is possibly driven by authentic Japanese brands or restaurants serving Japanese cuisine, including the likes of Wagamama or Itsu.

Further this growth can also be attributed to an increase in shopping trips, bigger baskets in store and the reduction of average prices of rice and noodles.

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