SHANGHAI, CHINA – As interest in U.S.-grown rice amongst Chinese importers rises, USA Rice commissioned a consumer research study to help refine marketing targets, gauge attitudes, and develop general market intelligence on which to base a strategic approach to the consumer market.
“It was quite helpful to get an intimate look at Chinese consumers on the topic of rice,” said Sarah Moran, USA Rice vice president, international. “The three most important considerations when making rice decisions are enjoyment, health, and safety. This boils down to aroma and mouth feel, nutrition, and quality control and food safety regulations; all good news for U.S. rice.”
The research identified that younger, professional, affluent and middle-class mothers have become the main buyers of imported rice. They tend to have higher education and higher income (a family income of more than $51,563 USD – which is higher than the U.S. average and more than 10 times higher than the Chinese average). When purchasing imported rice, these shoppers buy Japanese more than anything else.
These shoppers get their information on imported rice from both physical retail stores and large online shopping websites, with traditional brick and mortar retailers being the main touch point, especially for those purchasing Japanese origin rice.
On the other hand, large online shopping websites, Q&A websites, apps, and video sharing sites have become important sources of information, yet more than 90 percent of consumers still choose to go back to traditional retail stores to make a final purchase.
Study participants reported “freshness” and “U.S. environment” as the most attractive aspects of U.S. rice. The report suggests that U.S. rice is well-positioned to attract the attention of these young middle-class mothers with disposable income and a taste for high-quality, safe rice.
“At the moment, the largest constraint to business development for us appears to be the relationship between the governments of China and the U.S.,” Moran said. “But this research does show us a path forward with consumers as the leaders work on ironing out their differences.”