#Japan #Tokyo #meal solutions #Cross Marketing #Food Survey

Introduction

In recent years, particularly since 2022, food purchasing habits in Japan have undergone noticeable changes. A comprehensive research effort by Cross Marketing, which surveyed 3,000 men and women aged 20 to 69 across all 47 prefectures in Japan, sheds light on how these behaviors are evolving. The study's focus spanned various aspects including meal preparation, shopping patterns, and service utilization regarding food.

Key Findings

1. Utilization of Time-Saving Cooking Products

The trend toward time-saving cooking products has grown significantly. Respondents identified several popular items that help expedite meal preparation, revealing that:

• - Cut Vegetables
• - Frozen Side Dishes
• - Microwaveable Ready-to-Eat Meals
• - Hot Water Preparation Packaged Foods
• - Powdered or Liquid Soup Options

These five categories were the most commonly used by families for dinner prep. Notably, the use of cut vegetables and ready-to-eat meals is particularly prevalent among individuals in their 50s and 60s. The preference for these products illustrates a shift towards convenience in the kitchen.

2. Food Purchasing Behavior

When it comes to shopping for food, the findings indicate that:

• - 56% of respondents prefer buying everything from one store at a time.
• - 33% engage in shopping at multiple stores, a trend that has intensified due to rising food prices since 2022.

This shift to multiple store engagements suggests a strategic approach to managing costs amid increased grocery prices, where consumers look to optimize their shopping trips for both savings and variety.

3. Utilization of Food Services

As food delivery services grow in popularity, the survey also highlighted how age influences service use:

• - 13% of respondents utilize take-out services for meals and bento boxes.
• - 11% make use of meal delivery options.

Interestingly, take-out services are more favored by individuals in their 50s, while younger consumers are more inclined towards meal delivery services. This speaks to the generational differences in meal preparation and dining preferences.

4. Dinner Preferences at Home

When analyzing dinner habits, a substantial 76% of respondents indicated that home-cooked meals were preferred, with 59% stating they frequently prepare meals from scratch. This reflects a strong inclination towards home cooking despite the availability of convenient meal solutions, indicating a balance between time-saving products and the desire for homemade meals.

5. Health and Beauty-Oriented Food Choices

The survey also underscored the increasing focus on health and beauty in dietary choices. Respondents highlighted several foods they prioritize for these reasons:

• - Yogurt
• - Fermented Foods
• - Tofu
• - Fruits
• - Nuts

The prevalence of these choices appears to increase with age, signaling a growing awareness of the nutritional benefits of wholesome ingredients.

Conclusion

The data collected in this survey provides valuable insight into the evolving landscape of food purchasing and consumption in Japan. With an inclination towards time-saving products and a strategic approach to shopping, we see a population adapting to current economic pressures while maintaining a commitment to healthy eating. To explore the detailed results and implications of this research, visit Cross Marketing’s report.

This study not only highlights trends but also encourages further dialogue on how convenience, health consciousness, and financial savvy intertwine in the modern Japanese lifestyle.