Sales of multigrain instant rice are surging in South Korea, especially among younger consumers. (Image courtesy of Yonhap)
SEOUL, July 25 (Korea Bizwire) — Sales of multigrain instant rice are surging in South Korea, especially among younger consumers, as part of a broader shift toward health-conscious eating, NH NongHyup Bank reported Friday.
Analyzing 4.2 billion transaction records from its NH Members loyalty program between January 2022 and June 2025, the bank found that overall spending on instant rice rose steadily — up 11% in 2024 compared to 2022. Within this category, the share of multigrain rice increased from 15.6% in 2023 to 20.2% in 2025.
Spending on white rice instant meals rose just 9.1% year-over-year, while multigrain rice jumped 22.1%. Younger consumers led the trend, with spending among those in their 30s and under rising 39%, followed by 40-somethings at 30%. This growth outpaced older demographics.
“Popular options include black rice, brown rice, and five-grain blends,” the bank noted. “The convenience of instant meals, now paired with nutritional value, is resonating especially with younger generations.”
Nationwide, white rice still dominated grain purchases, accounting for 83% of total grain sales, followed by soybeans (6%) and barley (4%). Multigrain sets were the most popular among the diverse grain offerings.
Regional data showed a divergence in trends: metropolitan areas like Seoul are shifting toward more multigrain consumption, while traditional rice consumption remains strong in declining-population regions such as Honam and Yeongnam.
In Seoul, “Cheorwon Odae Rice” was the most purchased brand in eight of the city’s 25 districts, including Gangnam and Songpa. Other top sellers by district included “Okto Jinmi,” “Manse Boryeong Hwangjin Rice,” and “Shindongjin Rice.”
Ashley Song (ashley@koreabizwire.com)
