Japan’s latest consumer diet and lifestyle survey highlights that product affordability and local origins are the top priorities for Japanese consumers when making food purchases. Conducted by the Ministry of Agriculture, Forestry and Fisheries (MAFF), the 2023 survey reveals that 44.1% of respondents prioritize the lowest possible price, especially among older men. Additionally, 32.5% of consumers prefer locally produced items, particularly for fresh products like rice, vegetables, and meat. The survey also identifies food waste and food security as the most pressing concerns for the food industry, while rising food prices and production costs are emerging challenges. The survey further notes that media influence varies by age, with older consumers favoring television and newspapers, while younger consumers rely on social media for food-related information.
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