More Japanese consumers care about low prices than health

TOKYO, March 18 — Japan has always been perceived as one of the world’s healthiest societies, as Japanese consumers are health conscious.

But a recent survey suggests otherwise: more Japanese consumers are interested in economizing and willing to pay for convenience.

The Japan Finance Corporation (JFC) conducted a survey in January with 2,000 individuals, aged between 20s and 70s. It posed questions what they think important on food.

The survey found that the top reason for spending on food was still health, accounting for 42.9 percent, yet down 1.7 points from the previous survey in July 2017.

On the other hand, 35.1 percent of the respondents care about lower-priced products, up 2.3 points from the previous survey.

What’s more, paying for convenience reached the highest points since the organization started a consumer survey on food preferences in 2008.

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