世論 What Japan Thinks

[part 1] [part 2]

Given that according to some definition of lactose intolerant, perhaps as much as 90% or more of the Japanese population are lactose intolerant, and seven years ago over 14,000 Japanese drank staphylococcus-infected milk, one might expect to find relatively few milk-drinkers in Japan. However, this recent survey from DIMSDRIVE Research into milk (and one previously on fermented milk products) suggests that the answer to Do the Japanese drink milk? is Yes indeed!

Demographics

Between the 17th and 25th of October 2007 7,517 members of the DIMSDRIVE Monitor group toop part in a private internet-based questionnaire. 54.0% of the sample was female, 1.0% in their teens, 14.7% in their twenties, 33.0% in their thirties, 30.8% in their forties, 14.6% in their fifties, and 5.9% in their sixties. In addition, 13.1% lived alone, 22.8% in a two-person household, 25.0% in a three-person household, 24.8% in a four-person household, and 14.3% in a five or more-person household. 6.2% had an oldest child aged between 0 and 1, 5.5% with an oldest child aged between 2 and 3, 5.2% with an oldest child aged between 4 and preschool, 11.6% with an oldest child in elementary school, 5.5% with an oldest child in middle school, 18.9% with an oldest child in high school or above and still living at home, and 47.1% had no children living with them.

Note that in Q2 the high frequency of milk consumption is contrasted with the small quantity that daily drinkers consume according to Q2SQ. This can partially be explained by the fact that milk in tea or coffee, or even as an ingredient in cakes or biscuits, count as milk consumption.

Also, the price of milk is due to increase for the first time in 30 years.

Research results

Q1A: How do you feel about milk? (Sample size=7,517)

Love it	35.5%
Like it	40.5%
It’s OK	11.7%
Don’t really like it	7.4%
Hate it	4.9%

Q1B: How do you feel about soy milk? (Sample size=7,517)

Love it	14.0%
Like it	27.6%
It’s OK	27.2%
Don’t really like it	21.2%
Hate it	10.0%

Q1C: How do you feel about yoghurt? (Sample size=7,517)

Love it	45.5%
Like it	42.0%
It’s OK	8.4%
Don’t really like it	2.2%
Hate it	1.9%

Q1D: How do you feel about cheese? (Sample size=7,517)

Love it	45.3%
Like it	39.1%
It’s OK	10.2%
Don’t really like it	3.0%
Hate it	2.4%

By sex and age, there was little variation in the percentage who loved milk, although there were slightly more men who just liked milk compared to women.

Q2: About how often do you consume milk, including low-fat milk, products containing milk? (Sample size=7,517)

Almost daily (to SQ)	41.5%
Four or five times a week	10.6%
Two or three times a week	15.7%
Once a week	8.4%
Two or three times a month	6.3%
Once a month	2.8%
Once every two or three months	1.8%
Less than that (to Q5)	7.3%
Don’t drink milk (to Q5)	5.6%

Women on the whole drunk milk more frequently than men of the same age.

Q2SQ: About how much milk do you consume per day? (Sample size=3,122)

Less than 100 mls	11.1%
100 to 199 mls	43.5%
200 to 499 mls	38.4%
500 ml to 1 litre	5.6%
1 to 2 litres	0.8%
More than 2 litres	0.1%
Don’t know	0.5%

Q3: How do you drink milk? (Sample size=6,544, multiple answer)

Just cold milk straight from the fridge	76.1%
Cafe au lait	53.5%
Hot milk	29.6%
Cocoa	25.0%
Mixed with cereal, etc	21.3%
Milk tea	20.6%
Mixed with Milo, MilMake, etc	5.1%
Add sugar, honey, etc	4.8%
With fruit (including juice)	4.5%
With alcohol	2.5%
With soy milk	1.4%
With vinegar	1.2%
Other	2.9%

[part 1] [part 2]