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Insight into Osechi Consumption Trends for New Year 2026

A joint survey conducted by Loyalty Marketing Co., Ltd., the company behind the Ponta loyalty program, and the TOKYO FM radio show "馬渕・渡辺の#ビジトピ," revealed intriguing insights into the traditional Japanese New Year dish, Osechi. The survey was conducted from October 31 to November 4, 2025, targeting individuals aged 20 to 60. The results provide a glimpse into evolving consumption behaviors as we approach the New Year of 2026.

Osechi Consumption: Current Trends

Key Findings

• - Future Plans for Osechi: A notable 43.4% of respondents plan to eat Osechi during the New Year celebrations in 2026. The data indicates a clear generational divide; while about 60% of those in their 60s expressed intentions to partake in this tradition, only 35% of respondents in their 20s indicated they would do the same.

• - Purchasing Habits: Approximately 80% of respondents confirmed they would purchase Osechi, with preferences varied between last-minute buyers (34.3%) and early planners (34.0%). This reflects a polarization in purchasing habits around the traditional feast.

• - Budgeting for Osechi: Surprisingly, 83.8% of participants stated their Osechi budget would remain similar to the previous year, largely due to rising costs affecting purchasing decisions. Nearly 40% of respondents indicated they would opt for smaller quantities to minimize waste, demonstrating a shift toward practicality and value.

• - Generational Perspectives: Attitudes toward the necessity of Osechi also differ widely. 35.9% of those surveyed believe Osechi is not essential, while 33.2% feel it is a vital tradition that should be preserved. Notably, over 40% of younger respondents (20-30 years) expressed that Osechi is unnecessary, contrasting with approximately 40% of those in their 50s and 60s who cherish the tradition deeply.

Regional Differences and Key Dishes

The tradition surrounding Osechi differs regionally across Japan. The majority prefer to enjoy it from the morning of New Year's Day, while regions like Hokkaido and Tohoku show a penchant for early celebrations, starting on New Year's Eve.

Key dishes that many consider indispensable to their Osechi feast include chestnut sweet paste (栗きんとん), rolled omelet (伊達巻), and cod roe (数の子). As younger generations lean towards fewer, more meaningful offerings, vendors may need to adapt to these changing preferences by offering single dishes instead of traditional multi-course sets.

Expert Insights

Prominent economic analysts from "馬渕・渡辺の#ビジトピ" provided their commentary on this survey. According to Mari Mabuuchi, the market shows a shift towards purchasing options that represent 'value for money'. Younger consumers are now focusing more on what is genuinely valuable to them, as they gravitate away from wasteful trends. Conversely, older generations exhibit a strong desire to preserve traditions, leading to two distinct consumer segments that evolve together.

Hiroaki Watanabe highlighted the ongoing transformation in family structures, with smaller households and increased single living further impacting Osechi consumption. Many younger people are exploring convenience through ready-made meals available at convenience stores and restaurants, thus leading to a decline in traditional family gatherings centered around Osechi.

Conclusion

The survey reflects broader shifts in Japanese cultural practices surrounding New Year festivities. As consumption behavior changes, particularly among younger generations, the way Osechi is prepared and consumed might need to evolve. This traditional dish will require adaptation, maintaining its cultural significance while matching the practical needs of modern consumers.

About the Survey

The survey involved 1,000 participants living in Japan, aged across 20 to 60 years, collected through an online platform. It is crucial for establishments to heed these insights as they provide a clearer understanding of customers' values and expectations as 2026 approaches.