Consumers show growing support for imperfect products amid rising prices

A recent survey by Kuradashi highlights evolving consumer behavior amidst rising food prices and growing concerns about food waste. The results show a shift toward frugality, environmental awareness, and acceptance of imperfect products, revealing changing consumption habits among Japanese consumers.

More than 80% of respondents expressed interest in using takeaway boxes when dining out, and over 90% were willing to purchase imperfect food products if quality was not compromised. These findings reflect increased awareness of food waste and a willingness to adapt consumption behaviors to cope with financial pressures and environmental challenges.

As food prices rise, it sees that consumer behavior is evolving. Approximately 95% of respondents are seeking more affordable food options or changing shopping habits. About 44% actively seek better deals, while 20% have reduced purchases of expensive ingredients. Additionally, 92% are indifferent to imperfections as long as quality is unaffected, and 72% are comfortable buying items nearing expiration. This shows growing tolerance for non-standard products, driven by cost-saving and awareness of food waste. Furthermore, to cope with soaring food prices, 48% are cooking more with cost-effective ingredients, while 33% are eating out less often.

Nearly half of respondents reported reducing household food waste, with 48% attributing it to food waste awareness and 43% citing cost-saving as their motivation. When dining out, 95% of respondents make efforts to avoid food waste by ordering appropriate portions or finishing their meals. About 80% expressed interest in using takeaway boxes if available.

Economic pressures are pushing consumers in Japan toward more sustainable practices. Kuradashi, a social good company, sells products that are consumable but challenging to distribute through standard channels due to factors like nearing expiration dates or damaged packaging, and it plans to use these insights to improve its campaigns and services, supporting sustainable consumer behavior across Japan.