—Rice cooker sales are up 34% from a year ago

Chicago, IL., May 17, 2023 —Rice cookers, first launched in Japan in 1955, were introduced to U.S. consumers in the mid-1970s, and for those who cooked rice frequently, it was a game changer. Now, five decades later, consumers are reimagining rice cookers, and rice cookers have evolved. Sales of the straightforward appliance are up 34%, and units sold increased by 19% in the 12 months ending March 2023 compared to a year ago, reports Circana, formerly IRI and The NPD Group.

“In a world of high-tech smart appliances, the simplicity and reliability of rice cookers have caught consumers’ attention,” says Joe Derochowski, home industry advisor at Circana. “Even though the appliance’s name is specific to rice, consumers are now finding other uses for rice cookers, like making oatmeal, steaming vegetables, chili, pasta, and more.” 

In addition to preparing foods other than rice in the cookers, Derochowski says the diminishing interest in low carbohydrate diets also helped to popularize rice cookers as rice and other carbohydrates are consumed more. In the three months ending March 2020, nearly 31% of U.S. adults said they were trying to avoid carbohydrates; the percentage decreased to 24% in the three months ending March 2023, reports Circana. 

Circana’s 2023 Kitchen Audit estimates that 28% of U.S. households own a rice cooker. Rice cookers have evolved to meet changing consumer needs, and among options are induction, electric, gas, and multifunction. Rice cooker buyers skew toward young adults, ages 18 to 34, live in a household size of four or more, and are equally represented across all household income groups. 

“Rice cookers are a good example of how taking a classic product and modifying it to offer the functionality and style consumers are looking for can go a long way in staying current,” says Derochowski. “With a reliable and trusted appliance, like rice cookers, just a little innovation can go a long way.” 

About Circana
Circana is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand and outpace the competition. Learn more at www.circana.com.

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