世論 What Japan Thinks

Getting the latest (allegedly) healthy food introduced on shows like Aru-Aru Daijiten can result in the product being sold out not just the day after, but for weeks on end. The biggest effect I remember was when they introduced CoQ10, resulting in Nature Made being out of stock and on back order for months, and since the program (about 18 months ago, I think) I have never again seen Nature Made’s CoQ10 in stores in Japan, although apparently they do still make it. This survey on health foods seems more geared towards foodstuffs than supplements, though.

Nippon Research Center Ltd asked 2,200 people of both sexes, of whom 1,165 cooperated with the survey, aged between 15 and 79 from all around the country.

Q1: Do you know this “Tokuho” mark? (Sample size=1,165)

I’ve seen it and know it as the Tokuho mark	38.8%
I’ve seen it, but didn’t know it was the Tokuho mark	43.5%
I’ve not seen it	16.4%
No Answer	1.3%

Q2: Do you know what sort of food products get the Tokuho mark? (Sample size=1,165)

Yes	36.8%
No	62.9%
No answer	0.3%

Q3: For those who know the Tokuho mark (first answer in Q1), when shopping for foodstuffs, do you pay attention to the Tokuho mark? (Sample size=429)

I pay a lot of attention	9.6%
I pay some attention	36.1%
I don’t really pay attention	41.7%
I pay no attention at all	11.9%
Don’t know	0.7%

Q4: Do you normally use health foods (or ingredients)? (Sample size=1,165)

Often use	13.1%
Sometimes use	46.3%
Never use	40.5%
No answer	0.1%

Q5: For those who use them in Q4, from where do you get your information regarding these health foodstuffs? (Sample size=692, multiple answer)

Television program	40.5%
Talking to friends	38.9%
Television advertisement	38.0%
Magazine article	26.3%
Newspaper advertisement	23.8%
Newspaper article	23.1%
Leaflet in shop	17.8%
Magazine advertisement	17.6%
Talking to family	17.6%
Catalogue shopping	15.8%
Internet	9.0%
Direct mail	5.9%
Talking to doctor	5.6%
Talking to shop staff	5.2%
Others	2.3%
I’ve not gathered any particular information	7.5%

Q5-1: Amongst the answers in Q5, which one do you consult the most for your information regarding these health foodstuffs? (Sample size=692, single answer)

Television program	19.4%
Talking to friends	16.3%
Television advertisement	13.4%
Newspaper article	7.2%
Talking to family	5.1%
Magazine article	4.9%
Leaflet in shop	4.9%
Newspaper advertisement	4.8%
Catalogue shopping	4.8%
Internet	3.2%
Talking to doctor	2.5%
Magazine advertisement	1.9%
Talking to shop staff	1.6%
Direct mail	0.9%
Others	1.6%
I’ve not gathered any particular information	7.5%

Q6: What is the objective of using these health foodstuffs? (Sample size=692, multiple answer)

Maintain health	52.3%
Just because they are good for you	44.9%
Improve health	17.5%
Dieting	11.0%
Cure disease	6.5%
Other	0.9%
No particular objective	4.9%

Q7: About how much do you spend each month on health foodstuffs? (Sample size=692)

(Replies were in units of 1,000 yen)

Less than 1,000 yen	0.6%
About 1,000 yen	22.7%
About 2,000 yen	18.6%
About 3,000 yen	16.8%
About 4,000 to 5,000 yen	14.5%
About 6,000 to 7,000 yen	1.7%
About 8,000 to 9,000 yen	2.0%
About 10,000 yen	9.1%
Over 10,000 yen	5.6%
No answer	8.4%

Average spend was 4,742.6 yen

Q8: When buying foodstuffs, how important are the raw materials and ingredients to you? (Sample size=692)

Extremely important	18.2%
Rather important	51.25%
Not really important	21.5%
Not at all important	2.3%
Don’t know	6.4%
No answer	0.1%