#Japan #Tokyo #Foodist Service #Vegetable Day #Cooking Influencers

Survey on Vegetable Consumption

In August 2025, on the occasion of "Vegetable Day," a comprehensive survey conducted by Foodist Service, a leading platform for cooking influencers in Japan, examined the current state and trends in vegetable consumption. With participation from approximately 30,000 cooking influencers, the findings offer insight into how rising vegetable prices affect consumer behavior and their innovative strategies to incorporate vegetables into their diets despite increasing costs.

Key Findings

The survey revealed some interesting statistics about vegetable consumption:

• - Stability in Consumption: About 59% of respondents reported that their vegetable consumption has remained the same. This trend has persisted since 2021, indicating that consumers are maintaining their vegetable intake despite external pressures.
• - Increased Intake: A combined total of 34% of participants indicated that they are either consuming more vegetables (15%) or slightly more (19%). This far exceeds the 8% who reported a decrease, showcasing a strong desire to prioritize vegetables for health and family well-being.
• - Price Concerns: A significant 90% of respondents expressed that they feel vegetables have become more expensive, with 49% stating they feel a considerable increase. This reflects a slight decrease from 96% in the previous year but still highlights widespread concern over rising costs.

Adapting to Price Increases

Amid the challenges posed by higher prices, consumers are getting creative. The survey highlighted several ways in which people are adjusting their purchasing habits:

• - Sales and Discounts: A notable 69% of respondents are actively seeking out sales or purchasing discounted items.
• - Buying Substandard Produce: Around 51% are opting for misshapen or unsold vegetables, while 42% are substituting costly items with more affordable alternatives.
• - Efficient Cooking: Approximately 30% reported that they are finding innovative recipes or employing bulk buying and freezing methods to reduce waste and maximize the longevity of their ingredients.

Culinary Challenges Faced

Despite these adaptations, consumers face certain hurdles when it comes to vegetable-based dishes:

• - Price Hikes: The top concern (50%) remains the high cost of vegetables.
• - Monotony in Cooking: Another major issue (45%) is the repetitiveness in using the same vegetable recipes, alongside 31% reporting a limited variety of recipes in their repertoire.

These insights suggest that addressing culinary challenges is crucial for consumers to enhance their vegetable intake without compromising on health or budget. To encourage this, innovative recipe proposals and waste management strategies will play a significant role in promoting vegetable consumption further.

Foodist Service's Initiatives on Vegetable Day

Established by multiple organizations like the Food Distribution Improvement Association and the National Federation of Agricultural Cooperative Associations, "Vegetable Day" aims to spread awareness about the benefits of vegetables. Foodist Service is actively collaborating with various prefectural agricultural cooperatives to boost awareness, understanding, and purchasing motivation related to agricultural products.

They run initiatives such as the "Local Cooking Ambassadors" program, promoting recipes that utilize local ingredients, and campaigns like "#CucumberBiz" focused on increasing cucumber consumption. Engaging with social media platforms allows them to connect producers directly to consumers, effectively disseminating valuable information.

Conclusion: A Call to Action for Food Industry Professionals

Food manufacturers, beverage companies, and food retail stakeholders interested in the findings are invited to request detailed materials relating to the survey. The comprehensive insights are designed to facilitate better product offerings and marketing strategies in an evolving marketplace. For more information, please visit the official Foodist Service website.

Survey Overview

The survey drew responses primarily from females (90%) and a diverse range of age groups, emphasizing various consumer perspectives. The data gathered will contribute to a deeper understanding of real-time trends and consumer behavior related to vegetable consumption in Japan.

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