一昨日の土曜日に近くで「価格破壊型」の挑戦を続けているスーパーでお買い物。
　日々の料理にたのしく取り組んでいる「主夫」としては、生鮮野菜や魚体まるまんまの鮮魚などでたのしく季節感を味わわせてもらっている。ニシンの豊漁ぶりでの価格低下などからわが家食卓の焼き魚の主要品種にするなど、ここで得られるカネとモノのリアルな現実感覚を日々、学ばせていただいている。
　で、ついに、という感慨とともに見入ってしまっていたのが、このPOP。
　わが家では主食のコメについては、知人の宮城県の農家から直接購入しているのですが、さすがに昨年来の米価高騰を受けて、販売価格の上昇については応諾してきていた。消費者と生産者の直接の情報交換に基づいての価格改定なので、そこは納得してきている。
　しかし昨年の米価高騰には、どうも「意図的・投機的」な思惑が感じられて、嫌悪感は当然ながら持っていた。そういうことは多くの一般国民に共有されていて、たぶん消費行動では「買い控え」「代替品への買い換え」というような心理が大きく働くのではないかと思っていました。
　そういう心理を反映して、消費者は多少の価格低下にもほぼ「無反応」の状況が続いていたのでしょう。
　今年度産の米価はすでに２割安程度という報道も成されていたので、最低限の必要量確保の購買以外では、消費者心理はより一層「待ち」一択に推移していたのではないでしょうか。
　そんな状況を反映したようなこの米価のPOP。
　「天上の育み」というブランド名は産地と品種を明示しないいわゆる「ブレンド米」のひとつなのだろうと思われますが、この単価であれば「ようやく」感はあるかと思えた。こういう「価格破壊型」店舗での販売を経てやがて一般のスーパーなどでも、こういう流れが波動していく、あるいはすでに全国的に一斉に始まっている可能性がありますね。
　とくに買い占めなどで大量に在庫が積み上がっている流通事業社は、新米の仕入を見込んでも、在庫処分を積極化させるしか、生き残りの道はない。
　社会の流れを見つめる者としては、この動向、消費者とコメ流通の相関関係がどのように収斂していくのか、強い興味を持って見つめております。

●お知らせ
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English version⬇

[5 kg for 2,399 yen. Is this finally the start of a “sharp drop in rice prices”?]
The Japanese staple food market, which has faced a “manipulated” price fluctuation and been rejected by consumers. So, how will this situation play out? …

　The Saturday before last, I went shopping at a nearby supermarket that continues to challenge the status quo with its “price-shattering” approach.
　As a “stay-at-home dad” who enjoys cooking every day, I’ve been able to happily savor the changing seasons through their fresh produce and whole fish. Thanks to factors like the drop in prices due to a bountiful herring catch—which has made herring a staple on our dinner table—I’m learning day by day the real-world dynamics of money and goods right here.
　So, with a sense of “it’s finally happened,” I found myself staring at this promotional sign.
　In our household, we purchase our staple food—rice—directly from a farmer we know in Miyagi Prefecture, but even we’ve had to accept the rising retail prices in response to the surge in rice prices since last year. Since these price adjustments are based on direct communication between consumers and producers, I’ve come to accept that.
　However, I couldn’t help but sense “deliberate, speculative” motives behind last year’s rice price surge, and naturally, I felt a sense of aversion toward it. I believe this sentiment is shared by many ordinary citizens, and I suspected that consumer behavior would be heavily influenced by a mindset of “holding off on purchases” or “switching to substitutes.”
Reflecting that mindset, consumers likely remained largely “unresponsive” even to modest price drops.
　Given reports that this year’s rice prices are already about 20 percent lower, I suspect that—aside from purchases to secure the bare minimum necessary—consumer sentiment has shifted even more toward a “wait-and-see” approach.
　This rice price sign seems to reflect that very situation.
　The brand name “Heavenly Nurture” likely refers to a so-called “blended rice” that doesn’t specify the origin or variety, but at this unit price, I felt there was a sense of “finally.” After being sold at these “price-disruptive” stores, this trend may eventually spread to general supermarkets as well—or it may already be taking off simultaneously nationwide.
　In particular, distribution companies with massive stockpiles built up due to panic buying have no choice but to aggressively clear out their inventory, even if they anticipate purchasing new rice, if they are to survive.
　As someone who observes social trends, I am watching this development with great interest to see how the relationship between consumers and the rice distribution industry will evolve.

● Announcement
My book, “Writers and Living Spaces,” has been published as an e-book by Gentosha.
Available on Amazon.

Posted on 7月 27th, 2026 by 三木 奎吾
Filed under: 未分類