The regional characteristics and palatability of soy sauce in Japan are discussed in this paper.The questionnaire survey was carried out to investigate the palatability of soy sauce in Japan. It was conducted at 37 high schools and one junior high school in 24 prefectures in 1998. The investigation involved 1, 740 parents of these school students.
The questionnaire survey clarified that the regional difference was based on the strength of personal interest in soy sauce and the type of soy sauce, use method, supplier and the market share.
The market share of five major soy sauce manufacturers in Japan could distinguish all regions of Japan into two classes using the percentage score of the share.
The five major soy sauce manufacturers (5-MSM) were Kikkoman Corp. in Noda-shi, Yamasa Corp.and Higeta Shoyu Co., Ltd., in Choshi-shi, which were all in the Chiba Prefecture, Marukin Chuyu Co., Ltd., in Shodo Island in the Kagawa Prefecture, and Higashimaru Shoyu Co., Ltd., in Tatuno-shi in the Hyogo Prefecture.
The percentage of less than 50% of the market share was defined as the A-block. On the other hand, the percentage of greater 50% of the market of 5-MSM was defined as the B-block.
The five regions of Kyushu, Sanyo, Sanin, Hokuriku, and Tohoku belonged to the A-block. The A-block has the common characteristics as follows: 1) Consumer was very interested in soy sauce. 2) Several types of soy sauce were distinguished for use in various cooking. 3) Customers often purchased soy sauce directory at their favourite soy sauce manufacturer. 4) The consumption of Koikuchi-shoyu (deep color soy sauce) occupied a low proportion. The above data concluded that the intimate relationship between the local area soy sauce manufacturers and consumers was high in these A-block regions.
The six regions of Hokkaido, Kanto-Koushin, Tokai, Kansai, Shikoku, and Okinawa belonged to the B-block. The B-block had some opposite characteristics versus the A-block as follows: 1) Consumer was slightly interested in soy sauce. 2) The same type of soy sauce was used for various cooking. 3) Soy sauce was mainly purchased at the supermarket. 4) The top market share of soy sauce was formed by 5-MSM.
As a result, it was shown that the preference of “taste” differed regionally over all of Japan.The regional difference of palatability could regionally help the small and medium soy sauce manufacturers in Japan.
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