Branded rice, which specifies both its origin and variety, has started to see price reductions in supermarkets across Japan. This trend may be driven by wholesalers, who purchased at higher prices, now attempting to lower prices in order to reduce their unsold inventory. Many in the industry are speculating about potential timing for accelerated price declines, especially looking towards March and May.

According to data from Japan's Ministry of Agriculture, Forestry and Fisheries, the average price for a 5-kilogram bag of branded rice sold at approximately 1,000 supermarkets nationwide from September 9 to 15 was 4,209 yen, which is a decrease of 85 yen (2.0%) from the previous week. Although this price is higher than the same period last year (3,929 yen), it's noteworthy that it marks the first time since the reporting began in February last year that there has been a continuous decline for four weeks. In comparison to the peak price recorded in early November last year, there is about an 8% reduction.

The overall average price, including blended rice, has also dropped to 4,122 yen, which reflects an 82 yen (2.0%) decrease, coming after three weeks of price stability. Industry buyers and stakeholders have been noting signs of this trend for some time, signaling that market conditions are shifting and they are strategizing accordingly to adapt to these changes in pricing.