Clean & Green In Japan: International Trend Report

  • ID: 4189090
  • Report
  • Region: Global, Japan
  • 37 pages
  • HealthFocus International
1 of 3

Our International Trend Studies have been conducted on a biennial basis in the United States for 26 years and in 45 countries internationally since the Year 2000. The resulting database is the longest running of its kind, providing trended shopper insight data to food manufacturers, ingredient suppliers, foodservice establishments, pharmaceutical companies and health organizations. Shopper nutrition and health insights are used to create and support strategy, position and improve brands and track trends.

In Search of Purity, Freshness, Organics & Food Safety

  • The cost of basic groceries now trumps all other food concerns for Japanese shoppers, with 60% noting strong to extreme worry about food costs. This is a shift from earlier in the decade when concern was highest for issues like pesticide use and food contamination, although both of these issues still generate concern for at least 40%. When it comes to food labels, these respondents are most interested in seeing information about product freshness, although shares of nearly half also say they prefer to see product ingredient lists that include only ingredients they recognize and use at home. Products with clean and free-from food labels also resonate steadily for shares of these shoppers at more than 50%.
  • For the most part, Japanese survey participants have an increasingly unfavorable perception of GMO foods. Recognition of these foods remains high at near 70%, and steady shares of close to 90% believe these foods should be labeled as such. More than 60% of these shoppers also say GMO foods are less safe and less healthy to eat, and a growing share believe they are not healthy. Shoppers in the 50+ category tend to have the most unfavorable impression of GMOs, with regard to safety, health, environment and taste, but shoppers age 18-29, women and those with kids at home also now report increasingly negative attitudes about products made from these ingredients.
  • Net use of processed foods here remains high at more than 90%, but Japanese shoppers are now reporting growing negative perceptions about these foods, with a share of nearly 50% calling them unhealthy. Products that contain artificial ingredients, preservatives and unrecognizable items are now strongly associated with processed foods by steady shares of close to one-third. But that said, fewer shoppers now say they are decreasing use of highly processed foods, and respondents in the youngest cohort group say the most often rely on these products, with 16% saying they increased their use of processed foods this year.
Note: Product cover images may vary from those shown
2 of 3

1. Introduction and Methodology

2. Executive Summary

3. Detailed Information

  • Top 10 Food Concerns
  • Freshness & Natural Labeling
  • Clean Labels
  • Ingredient Recognition
  • Simple Ingredient Lists
  • Genetically Modified Foods
  • Avoiding Additives & Artificial Ingredients
  • Processed
  • Natural & Organic
  • Responsible Food Choices
  • Eco-Friendly Brand Choices
  • Environmentally Friendly Purchasing
  • Cost of Environmental Choice
  • Point of Origin
  • Locally Grown
Note: Product cover images may vary from those shown
3 of 3


4 of 3
Note: Product cover images may vary from those shown