General Food Preferences and Consumption Trends Among Japanese Millennials, with Emphasis on Seafood

An Analysis of a Survey Conducted Nationwide

Abstract

The objective of this research is to clarify specific current seafood consumption trends among the Japanese Millennial Generation (those currently between the ages of 18-30 years old at the time of surveying), and how the fisheries industry can tailor their products to create demand and promote sales based off the findings.

This survey collected data from 422 Japanese citizens nationwide which helped us distinguish general food and seafood preferences, typical eating habits, and factors that influence food purchase. Particular importance was placed on finding the influence of quantitative values such as freshness, price, brand, packaging, location (food origin), and eco-certification on seafood purchasing decisions.

After analyzing the results, it was concluded that the Millennials have a lower importance factor on every listed value, except for eco-certification. Both Millennials and older generations share the same classic value preferences in seafood, but Millennials will rate all of these lower than their counterparts because the majority has no current demand or preferences for seafood. By this it is meant regardless of taste.

We could find however that Millennials did strongly valued the eco-certification and that they were more than willing to pay more for this certification when compared to older generations. Because of this, for the Millennial Generation, it was suggested that consumption could be promoted by selling marine products that appealed to social factors, such as pursuing an environmental certification or marketing eco-friendly catches/farming.