The first place in cup noodles is "Kingdom of rice" Exploring "changes in food" seen in Niigata October 15, 11:50
Niigata Prefecture, the kingdom of rice, including Koshihikari.
The food that people in Niigata City, the largest city, eat all together, is what "cup noodles"
are, and I wonder if rice churn is accelerating, but the situation seems not so simple.
I searched for what was happening in the rice kingdom.
(Niigata Broadcasting Station Reporter Naoji Nohara Koji Toyoda)
According to a household survey by the Ministry of Internal Affairs and Communications, Niigata City is the most imposing city in Japan with 52 government-designated cities and prefectural capitals spending on "cup noodles" per household.
On the other hand, rice is the result of the shock of 29th place.
Largest cup noodle shop
Why are cup noodles so popular in the rice kingdom?
To find out the background, I first visited a supermarket in Chuo-ku, Niigata City.
A company that operates supermarkets in Niigata, Nagano, and Toyama, this store boasts the largest cup noodle sales floor area.
A wide variety of products are lined up on shelves that are approximately 12 meters long.
I asked shoppers why they picked up cup noodles.
"After all, cup noodles are cheap and easy."
"Because it's a lunch box to eat at the company, it's a substitute for miso soup
.
"
"It's easy to eat. We eat noodles about once a day."
There are various reasons.
Everyone seems to eat quite often.
On the other hand, the person in charge of the sales floor.
Harashin Shichikuyama Store Food and Housing Division Chief Sakai
"I was surprised to hear that Niigata City was the number one cup noodle. I had a strong image of a young salaryman in the metropolitan area when it came to cup noodles, but when I heard that Niigata City was number one, I realized. It is an honest impression that there is no
Unfortunately, I don't know the reason.
What I saw there was the existence of "local products".
On the display shelves, you can find items unique to Niigata such as Tsubame-Sanjo "backfat ramen" and Nagaoka's "ginger soy sauce ramen".
According to the person in charge at the supermarket, there are cases where relatives and children living far away buy a large amount of "local products" as souvenirs.
However, since it is also sold outside Niigata, a little more research is needed to explain the reason for the number one spending amount.
The purchase price of that "noodle" is also number one
If you are a maker of cup noodles, you probably know more about the situation.
Therefore, we talked to Nissin Foods, which handles "Cup Noodles," which celebrated its 50th anniversary.
Then, new data.
Deputy Director Matsuo of NISSIN FOODS HOLDINGS
"When I was interviewed and examined internal data, I found that Niigata Prefecture was the number one purchaser in Japan. To be honest, I was surprised."
Niigata Prefecture, including Niigata City, was found to be the top in Japan in terms of the purchase price of "noodles".
However, I can't see the rules at all, 2nd place Tochigi and 3rd place Wakayama.
"For example, I don't know the tendency of cold regions to be ranked high or which regions are ranked high. To be honest, I don't know why Niigata Prefecture is ranked first."
What's wrong, rice!
Cup noodles that deepen the mystery.
On the other hand, another concern is the rice ranking.
According to the statistics of the Ministry of Internal Affairs and Communications, Niigata City has the highest amount of money spent on rice per household per year.
However, spending has decreased year by year, and the average for the three years up to December 2nd year of Reiwa is finally 29th.
Even if you look at the purchase amount, it is 32nd, both of which are depressed.
It's hard to believe, but when I tell supermarket shoppers about this ...
"Eh? Is it falling so much? I wonder if Niigata is in the top ranks."
"Do you mean you don't buy rice? You certainly buy cheap rice. You can't afford branded rice. Isn't there some people who don't cook rice? "
Along with the surprised voice, there was also a reaction that there was a clause that I could think of.
"Three keys" to solve the mystery
Cup noodles that rise to the right and rice that struggles.
Why did this happen?
The interview team visited Professor Toshihiko Takemoto of Niigata Food and Agriculture University, which specializes in food economy.
Then, he showed me three hypotheses.
-Hypothesis 1 It takes
time- "Pour hot water and wait for 2-3 minutes, but it takes a little one hour to cook rice with a kettle."
-Hypothesis 2 Difficult to buy-
"Industrial The unit price of cup noodles, which have a product-like character, does not fluctuate so much, but since rice is an agricultural product, the price may rise or fall. It is a little difficult for consumers to buy. "
-Hypothesis 3 days-
"Immediate Men's kettles are dry and last for a long time. People in Niigata Prefecture have a very strong preference for such things. "
In fact, it doesn't matter if it's noodles, and "raw noodles", which have a relatively short shelf life, are struggling in Niigata City.
Furthermore, as if to support Professor Takemoto's hypothesis, there are some areas of rice where sales are increasing.
That is "packed rice".
I want to eat rice even if I don't have time
According to the Ministry of Agriculture, Forestry and Fisheries, the production of "packed rice" that can be stored for a long time is increasing year by year nationwide.
In fact, sales are rising even at the supermarkets in Niigata City introduced at the beginning.
According to the industry leader Sato Foods, which is headquartered in Niigata City, sales have been growing almost consistently nationwide since it began selling 33 years ago.
It is said that the background of the market expansion is the change in our lifestyle.
Rino Asakawa, Sato Foods Management Planning Group Division
"I think I used to have many opportunities to eat with my family at home, but recently, my lifestyle has changed due to the social advancement of women and the review of working styles. In addition, the number of people who want to cook in a short time and households living alone has increased, and I think that the feature that delicious rice can be eaten immediately is highly evaluated. "
Professor Takemoto also points out that such changes in food may accelerate in the future.
Professor Takemoto, Niigata University of Food and Agriculture
"As the population ages and the number of single-person households increases, the demand for delicious and affordable" packed noodles "will shift significantly rather than the traditional method of cooking rice at home. There is a possibility. In a sense, it should be considered that "Cup Men" is showing it as a pre-emptive figure. "
Niigata is the number one cup noodle in the rice kingdom.
Unfortunately, in this interview, we could not identify the specific reason why cup noodles are especially preferred.
However, I realized that consumer tastes are definitely changing due to the influence of lifestyle and other factors.
It can be said that Japanese staple foods and rice also need to be devised to improve their convenience so that they can be easily reached by consumers.
What do you guys eat today?
Nigatahosokyoku reporters
field straight path
2015 He joined
six years half-life was starting salary parks and Niigata spiritual home
coverage and Sado and nuclear power plant
amount to buy instant noodles and pack rice in the corona epidemic has been increased
Once settled infection situation, by all means Please come and enjoy the fireworks and food of Niigata, and the nature and history of Sado.
Nigatahosokyoku reporter
Koji Toyoda
2017 joined
interviewed the police three years in Osaka stations, from Ryowa two years to Niigata stations
, such as the charge of prefectural administration and culture
while waiting to put the hot water in the cup noodle has been carefully verify how to make you
because I do not want to fail