The Japan rice protein market is projected to grow at a CAGR of 7.57 % to reach US$10.708 million by 2025, from US$6.912 million in 2019. Apart from being conscious about the gluten content of their diet, the Japanese consumers are also inclined towards vegetarian and vegan consumption. There is a growing conscious among the domestic population of their sugar consumption and the quantum of calories they take with their food. There is also a strong emphasis on attaining a nutritional balance through a diverse diet. However, the number of vegans and vegetarians is relatively small due to a low level of political concern around food-based crises. The awareness about health among Japanese consumers is currently a strong motivating factor that gives a push to the plant-based protein market in Japan, among which rice protein to will gain momentum, considering that Japan is chiefly a rice-producing nation. To aid the relatively small number of vegan consumers, the HUKU Corp. has created Vegemap by which the vegan consumers can locate various restaurants that offer vegan and vegetarian preparation. Further, around December 2019, a convenience store named VEGAN STORE was opened near Tsukuba Express Asakusa Station in Tokyo to woo in foreign visitors, however local visitors too were attracted to the establishment.
Rice protein is a sustainable alternative to other sources of protein like whey-protein which puts heavy pressure on the environment in the production process. Furthermore, the changing lifestyle warrants attending the gym and has reinforced the importance of the requirement of engaging more into physical activities which have necessitated the inclusion of protein supplements in their daily diet. However, allergies experienced by an increasing number of consumers have necessitated the adoption of other alternatives like that protein supplements made that is composed of a variety of plant-based proteins, among which rice protein is an integral part. Further, rice protein is often combined with pea protein that provides a product with an amino acid profile that is almost comparable to that of dairy or egg. Besides the rise of plant-based snacks which have emerged as the favorites of millennials who among a variety of foodstuff rice and soya crackers from Japan also features high in their list of most desired snacks.
Japan is witnessing a growing adherence to vegan eating habits as well as the inclination of sourcing their protein from plant-based sources as part of healthy nutrition. This is too is poised to drive the growth of the Japanese rice protein market during the forecast period. Further, increasing demand for organic plant-based cosmetic products whose composition is inclusive of but not limited to, ingredients derived from rice protein. Rice is the most ubiquitously available food in japan and the consumption of rice among the Japanese has been a norm since time immemorial. Compared to other plant-based protein, rice protein offers higher nutritional value. Additionally, the high prevalence of lifestyle diseases is also contributing to a plausible growth of the rice-protein market. Fortification of functional food and beverages will be another reason for the growth of the Japanese rice protein market. Additionally, due to the advent of diseases spread from livestock trade. Plant-based protein like that of rice-protein is expected to witness growth.