A portrait of the post-quake Japanese consumer

2 years ago by in Japan Archives

The trend towards dining at home is set to grow in Japan, while food safety is one of the biggest concerns of consumers, stemming from radiation concerns, a research report by the Japan branch of Meat and Livestock Australia (MLA) shows.

Japanese consumers are more likely to choose imported over domestic food than before the natural disasters that hit the country in March. 94.2 percent of them give a greater attention to the health aspect of the products. At-home dining will increase, think 94.4 percent of the surveyed consumers, but focus will shift to pre-prepared food items, both for safety and power saving concerns, so time spent cooking at home will decrease, 90.3 percent of the consumers say.

As a general outlook, 83 percent of the consumers are expecting business confidence to worsen. Almost half of them think sales volumes and average consumer spending will fall. Almost 60 percent of the consumers expect cost of goods and retail prices to increase, driven by expectations for price increases in petrol and the need to shift in some supply from the east to the west of Japan.

A separate MLA survey of key beef buyers in Japan shows that chicken meat sales increase, while steak is falling. Buyers are starting to look more at the origin of the products and they try to encourage companies in Tohoku by consciously buying their products.

Photo by preetamrai


Editorial content written and produced by The Tokyo Times staff.

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