#Japan #Tokyo #Vegetable Day #Salad Club #Salad White Paper

Salad Club's 2026 Salad White Paper Released on Vegetable Day

On August 31, aligned with Vegetable Day, Salad Club Inc. has unveiled the 2026 edition of its annual survey titled "Salad White Paper." This report aims to shed light on the culture surrounding salads and vegetables in Japan. It marks the 17th consecutive year since the survey began in 2010.

This year's study explores various themes, including the reality of vegetable intake, perceptions of packaged salads, and insights gathered from a decade of data, particularly focusing on the increasing value and understanding of packaged salads among the general public. A total of 2,060 individuals aged 20 to 69 participated in this web-based survey.

Key Findings

Packaged Salads: The Preferred Choice for Overcoming Vegetable Shortages

For five consecutive years, respondents indicated that the most desired product to address vegetable shortages is "packaged salad," with a significant 50%. Following this, ready-made salads captured 42%, and vegetable juices, 32%. In 2018, vegetable juice was the most preferred option, but since 2022, packaged salads have held the top position for five years running, emphasizing a sustained desire to consume actual vegetables.

Shift in Usage Scenarios for Packaged Salads

The survey also identified that the primary setting for using packaged salads has transitioned. While previous data categorized them primarily as a time-saving item for busy days, this year, 48% of respondents use them as part of their daily meals. This suggests that packaged salads are becoming a staple on dinner tables across Japan. Other significant scenarios included using them when cooking feels daunting (43%) and when time is limited (42%).

Decreasing Misconceptions About Packaged Salads

When queried about their impressions of packaged salads, there was a noticeable decrease in misconceptions, likening the findings to a growing acceptance and trust among consumers over the past decade. However, around 25% of respondents still expressed concerns regarding preservatives and additives in these salads.

Packaged Salad Consumption Frequencies Rising

The frequency of packaged salad consumption has also shown a positive trend: 38% of respondents now consume them at least once a week, up from 26% a decade ago. This shift indicates that packaged salads are being integrated into regular meal routines rather than being viewed as occasional convenience items.

Beyond Convenience: Emotional Benefits of Packaged Salads

Interestingly, the emotional value associated with consuming packaged salads has been underscored in the survey. A notable 52% of participants reported feeling reassured about their vegetable intake post-consumption, and 31% felt a health boost, illustrating that these salads offer more than just convenience.

The Role of Corporate Responsibility in Purchase Decisions

Moreover, the survey highlighted the importance of a company's stance on social issues. The top reason for choosing packaged salads was the use of domestically grown vegetables (42%), closely followed by initiatives supporting Japanese agriculture (30%). This reflects a growing sentiment among consumers who are increasingly attuned to corporate social responsibility in their purchasing decisions.

Overview of the Salad White Paper 2026

• - Methodology: Web-based survey
• - Target Group: 2,060 individuals aged 20 to 69 across Japan
• - Survey Period: May 22 to May 25, 2026
• - Conducted by: Macromill Inc.

About Salad Club Inc.

Founded in 1999 as a collaboration between Kewpie Corporation and Mitsubishi Corporation, Salad Club Inc. is dedicated to providing fresh, ready-to-eat packaged salads. With a robust market share and a commitment to quality, convenience, and sustainability, Salad Club remains a leader in the expanding packaged salad market, currently available in over 18,200 locations nationwide. The company is also actively engaged in sustainability initiatives, striving to reduce food loss from farm to home.

For detailed information about their sustainability efforts, visit their sustainability page at Salad Club.

Salad First Movement

Their mission encourages a vibrant dining experience through colorful vegetables, promoting a balanced diet while embracing the joy in consuming salads. Salad Club aims to continue championing the benefits of salads and contributing positively to global health and dietary practices.