#Japan #Tokyo #Food Trends #Cross Marketing #dining out

Rising Trends in Dining Out and Food Expenses

A comprehensive study conducted by Cross Marketing, targeting 3,000 individuals aged 20 to 69 across Japan, delved into the dynamics of dining habits and food expenditure. The survey examined various aspects, including dining frequency, the growing share of food costs in household budgets, and consumer reactions to food price increases.

Current Dining Frequencies

According to the findings, 28% of respondents dine out once a week or more, while 60% engage in dining out at least once a month. These figures show little variation from the previous year. Interestingly, dining frequency appears to plateau among individuals in their sixties, who tend to eat out less than younger age groups.

In terms of preferred dining establishments, traditional Japanese restaurants, family restaurants, ramen shops, and fast food dominate the choices, each accounting for about 30% of recent dining venues. Despite price hikes in menu items, the overall frequency remains steady compared to the last year.

Increased Food Expenditures

A crucial takeaway from the 2024 household expenditure survey announced by the Ministry of Internal Affairs and Communications revealed that food expenditures constitute 28.3% of total spending in households with two or more members, marking the highest figure in 43 years. When asked about their perceptions of food costs, 37% of respondents believe that food expenses account for about 30% of their budgets, while 22% estimate this figure to be around 20%. Notably, the proportion of families spending over 30% on food expenses appears to be on the rise compared to 2022.

Food Price Sensitivity

The survey also identified food categories where price increases have been most acutely felt. 71% reported a significant impact from rising rice prices, followed by 54% for vegetables, 41% for eggs, and 32% for bread. This trend shows a greater sensitivity to price changes among older demographics.

Consumer behavior in reaction to price hikes varied; 33% of participants indicated that they often switch to cheaper alternatives in the same category, while 26% continue to buy their usual items despite price increases. Notably, the inclination to stick with familiar products is declining, while replacing items with cost-effective substitutes is gradually rising, especially among those in their 20s to 40s.

Attitudes Towards Expiration Dates

When considering expiration dates, 46% of respondents reported they tend to choose products with the farthest dates among multiple options. This tendency increases with age, surpassing 50% in individuals aged 50 and above, while those in their 20s displayed a higher likelihood of opting for products approaching their expiration date.

Trends in Food Interests

The survey also explored consumer awareness and interest in trending foods. About 40% recognized items like oatmeal, gluten-free products, insect-based foods, acai bowls, and vegan options. Of these, 11% had tried oatmeal, with the remaining trends trailing under the 10% mark in purchase experience. Post-introduction to these foods, 12% showed interest in superfoods and oatmeal, with males gravitating towards complete nutritional foods and females focusing on oatmeal and superfoods.

Conclusion

Cross Marketing's survey sheds light on significant trends in dining out and food purchasing behaviors across generations in Japan. As food prices continue to rise, consumers are adapting their habits in practical ways, reinforcing the need for businesses to remain responsive to changing preferences. This survey serves as a benchmark for understanding how economic pressures shape dietary decisions and food expenditure patterns in contemporary Japan.

Additional Information

• - Research Method: Internet-based survey
• - Regions Covered: All 47 prefectures of Japan
• - Survey Period: April 16-17, 2025, with additional data collected between April 23-24, 2024, and April 1-3, 2022.
• - Response Count: 3,000 valid survey responses.

For further details and insights, you can refer to the full report available at Cross Marketing's official website here.