Pot noodle consumption patterns in Japan

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About how often do you eat pot noodles? graph of japanese statisticsDue to the lack of vegetarian options I never actually eaten an instant ramen cup noodle here in Japan, but according to this recent survey from MyVoice into cup noodles (their second time, the first having been in December 2006) I’m very much in the minority as usual.

Demographics

Over the first five days of March 2009 15,584 members of the MyVoice internet community completed a private online questionnaire. 54% of the sample were female, 1% in their teens, 14% in their twenties, 37% in their thirties, 29% in their forties, and 19% aged fifty or older.

I live just two stops up the tracks from the Momofuku Ando Instant Ramen Museum, but despite that I am still to visit! One fun feature is that you can make your own original cup which they present to you sealed in an over-large air-filled pillow, so every time I see one on the train I am reminded of my failure to travel just 10 minutes to see the place!

Research results

Q1: About how often do you eat cup noodles (including udon, soba, fried soba, pasta, etc)? (Sample size=15,584)

  This survey
March 2009
Last survey
December 2006
Almost every day 1.0% 1.0%
Twice or thrice a week 8.5% 9.4%
Once a week 17.4% 20.4%
Twice or thrice a month 24.4% 25.1%
Once a month 17.5% 17.3%
Once every few months 15.0% 13.4%
Almost never 12.1% 9.7%
Never 4.0% 4.7%

Q2: Over the past year, how has your frequency of consumption of cup noodles changed? (Sample size=cup noodle eaters)

Increased 4.7%
Increased a little 13.7%
Not changed 51.3%
Decreased a little 19.9%
Decreased 10.2%
No answer 0.3%

Q3: As your cup noodle consumption has increased, what has decreased? (Sample size=increased cup noodle eaters, multiple answer)

Supermarket, convenience store lunch boxes, side dishes 27.2%
Family restaurants 22.4%
Fast food 20.6%
Lunch box takeaways 16.7%
Noodle shops 14.4%
Beef bowl, rice bowl, curry shops 12.7%
Home delivery pizza, sushi, lunch box, etc 12.1%
Boil-in-the-bag, frozen foods, range up foods 11.8%
Sushi restaurants 9.7%
Izakaya Japanese-style dining pubs 7.1%
Coffee shops 6.9%
Student, work dining hall 4.8%
Other 5.1%
Nothing in particular 29.2%
No answer 0.4%

Q4: When do you eat cup noodles? (Sample size=cup noodle eaters, multiple answer)

Lunch 67.7%
When peckish 25.2%
Nighttime snack 18.6%
Evening meal 12.2%
As a snack 4.6%
When doing overtime 4.1%
Breakfast 3.5%
Other 2.1%
No particular time 8.5%
No answer 1.2%

Q5: When buying cup noodles, what points are important? (Sample size=cup noodle eaters, up to three answers)

Taste 81.0%
Price 71.5%
Soup 24.0%
Noodles 23.6%
Maker 18.0%
Volume 16.1%
Toppings 10.7%
Calories 9.4%
Brand 9.4%
Ease of preparation 6.6%
Is new product 4.9%
Package design 2.8%
Naming 2.0%
Advertising image 1.5%
Recipe by famous restaurant 1.3%
Shape of cup 1.0%
Other 1.0%
Nothing in particular 2.5%
No answer 0.5%

Q6: Where do you often buy cup noodles? (Sample size=cup noodle eaters, multiple answer)

  This survey
March 2009
Last survey
December 2006
Supermarket 81.2% 78.0%
Convenience store 36.2% 41.1%
Discount store 21.8% 23.0%
Drugstore 21.1% 19.3%
100 yen shop 8.0% 8.8%
Ordinary food shop 2.7% 3.4%
Work, school shop 1.1% 1.3%
Internet, mail-order 1.0% 0.4%
Department store 0.6% 1.0%
Vending machine 0.5% 0.6%
Other 0.7% 0.5%
Don’t buy myself 1.6% 1.4%
No answer 1.0% 3.6%

Q7: When buying cup noodles, up to how much are you prepared to pay? (Sample size=15,584)

  This survey
March 2009
Last survey
December 2006
Up to 100 yen 19.3% 18.4%
Up to 150 yen 42.4% 35.7%
Up to 200 yen 20.6% 23.1%
Up to 250 yen 6.8% 8.7%
Up to 300 yen 6.0% 7.0%
301 yen or more 1.0% 3.0%
Don’t buy cup noodles 4.0% 4.0%
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