Britons culinary tastes 'Turning Japanese', report suggests

17 August 2015 - Janet Bird

Britons culinary tastes Turning Japanese, report suggests

The 1980s pop hit 'Turning Japanese' could be the theme tune for Britons' changing culinary tastes, new research suggests.

A report from market analysts Kantar Worldwide revealed that sales of rice and noodles rose 5.3 percent over the past year, with 504.9 million tonnes consumed.

The study also found that sales of pouched rice have overtaken those of plain packaged rice for the first time, increasing by a sixth over the past 12 months.

A reduction in the average price of rice and noodles may be partly responsible for their increasing popularity.

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