The task people most want to shorten is "deciding what to cook." Could "specialized cooking tools" change the way we cook!?

Dentsu Inc.'s "Food Lifestyle Lab" (hereafter Food Lab) tracks trends in Japanese eating habits and considers future directions. This series explores emerging food trends based on data from the Food Lab and other research.

This installment focuses on "single-function cooking tools" that excel at one specific task, helping to save time on "menu planning." While time-saving in cooking has traditionally focused on preparation and cleanup, more people in recent years feel that "menu planning is the biggest hurdle." Specialized cooking tools that fulfill both "saving on food costs" and "the homemade feel" while also freeing users from the worry of "deciding what to cook" may hold the key to a new kind of time-saving in cooking.

 The main reason people find cooking troublesome is "deciding what to cook"

According to Dentsu Inc.'s "Survey on Food Habits 2022, 2023, 2024," the percentage of people who "cook almost every day" and "find cooking troublesome" increased by about 10 points from 2022 to 2024: 45.7%, 46.7%, and 55.6%. In other words, the number of people who "have to cook but find it troublesome" is increasing. So, why are more people finding cooking troublesome?

Source: Dentsu Inc. "Survey on Food Habits 2022, 2023, 2024"

According to a survey by Snapdish, which develops and operates a recipe photo-sharing app, looking specifically at changes in response rates from 2019 to 2024 for household chores related to cooking where people want to save time, "cooking, cleanup, and washing dishes" remained nearly flat, while "deciding what to cook" increased by 5.3 percentage points.

Looking at the reasons given by those who answered "I want to save time on meal planning," responses included: "When I try to make a dish I've never made before, it takes time to look up recipes and taste-test, so I inevitably end up making the same kinds of things over and over," and "If you're not used to cooking, it takes time just searching for recipes." It seems meal planning is perceived as something that cannot be sped up.

Source: Snapdish Inc. "Everyone's Voices Wanted! Time-Saving Edition 2019 2024"
 

People want to save time on meal planning, but "saving on food costs" and "homemade feel" are non-negotiable

The two items showing the highest increase rate from 2019 to 2024 regarding what people don't want to compromise on even when saving time on cooking were "saving on food costs" and "homemade feel."

Source: Snapdish Inc. "Everyone's Voices Wanted! Time-Saving Edition 2019-2024"

One method to save time on "meal planning" is using "services that recommend recipes daily." However, trying to cook exactly as the recipe suggests might prevent you from using ingredients sold at low prices or effectively utilizing what's already in your fridge, potentially undermining "saving on food costs."

Utilizing retort foods, frozen foods, and prepared side dishes, along with establishing meal routines, can also be considered time-saving methods for meal planning. However, when we interviewed consumers, we heard complaints such as: "They're expensive, have strong flavors, and seem unhealthy if eaten too often," "They increase food costs and become monotonous," and "They don't provide enough vegetables. So even if I use them, I have to add extra vegetables." Existing time-saving methods for meal planning, like , often result in less satisfaction with the taste and nutritional balance of the finished dishes, while also increasing food costs. Consequently, many people likely continue spending time each day planning and cooking meals from scratch, despite the time investment.

The "Steamer" and "Glass Pot" that fully deliver "time-saving meal planning," "cost savings," and "homemade feel"

Currently gaining attention as a way to save time on meal planning are "single-purpose cooking tools" that excel at one specific function.

Since its launch at Muji in September 2024, the steamer basket has rapidly gained prominence. Simply place your favorite ingredients inside to steam and create a side dish, saving time on meal planning. Moreover, steaming vegetables, meat, or fish on sale saves money, while the bamboo aroma and rising steam add a homemade feel. Furthermore, steaming minimizes the loss of water-soluble vitamins, preserving the nutritional value of ingredients. As moisture is removed, the natural flavors of the ingredients intensify, resulting in delicious dishes.

Source: Google Trends

Since its January 2025 release at 3COINS, the "glass pot" has become a minor hit. It lets you simply simmer your favorite ingredients to create a side dish. Because it's made of "glass," it's vulnerable to sudden temperature changes, limiting its use to "simmering" and excluding methods like "frying" or "stir-frying." This restriction actually contributes to "saving time when deciding what to cook."

It allows you to use ingredients on sale at the time, and seeing the broth boil and ingredients dance inside fulfills both "saving on food costs" and "a homemade feel." Like a steamer basket, the glass pot also looks great served directly on the table and reduces dishes, making it quite versatile beyond just cooking.

 "Single-purpose cooking tools" achieve time savings

Automatic cookers are a prime example of time-saving appliances, but since they handle multiple cooking methods like steaming, boiling, and frying, they don't actually save time when deciding what to cook. You often hear people say, "I bought an automatic cooker, but I end up making only curry." On the other hand, bamboo steamers and glass pots each have only one cooking method: "steaming" or "simmering." Precisely because the cooking methods are limited, recipes naturally become simpler, reducing the hassle of menu planning.

These days, the mental effort of "deciding what to cook" is becoming a greater burden than the time spent cooking or cleaning up. While people aren't satisfied with just taking the easy way out, they also want to save on food costs and maintain a homemade feel. Perhaps "single-purpose cooking tools" that reduce this stress will transform home cooking.

[Survey Overview: Consumer Survey on Eating Habits]
・Purpose: To understand consumers' awareness, actual practices, satisfaction levels, and trends regarding Japanese dietary habits
・Target Area: Nationwide
・Subject Criteria: Ages 15–79
・Sample Size: 1,300
・Survey Method: Online survey
・Survey Period: September 29–October 1, 2022; October 20–23, 2023; August 23–26, 2024
・Research Organization: Dentsu Macromill Insight, Inc.