Food trends are shifting from frugality to frugal enjoyment.

Hello! I'm Naoyuki Sakada from Dentsu Inc.'s "Food Lifestyle Lab" (hereafter, Food Lab). In February 2023, Food Lab conducted a survey on dietary habits (release available here ).

As mask-wearing becomes a personal choice and COVID-19 transitions to a Category 5 infectious disease, the pandemic is gradually entering its final stages. With streets and restaurants regaining their vibrancy, the Food Lab will explore emerging trends in future eating habits through a series based on our survey findings.

Could the key to a richer life actually be hidden within "saving money"?

When we think about lives forced to economize, it's often framed and discussed negatively. But I believe there's something important about "saving" that deserves a more positive perspective.

"I want to spend money on things I love, like going to lots of my favorite pro baseball games."
"I want to spend money on supporting my favorite idol."
"There's a camera I absolutely must have."
"I have a goal I'm pursuing, and I need money for it."

Saving money specifically to spend on something you're passionate about.
This is another common scenario where "saving money" plays a big role in daily life.

Personally, I'm not one for extravagant or overly luxurious living. I'm the type who loves finding cheap, fun, and delicious places to drink (no matter what happens, I'll never be one of those "Minato Ward guys"). Maybe that's why I often find myself listening to people talk about their "frugal lifestyles" – I consider them "lives worth hearing about." Because I believe that a life lived frugally, and the reasons behind it, make the outline of someone "living passionately" much clearer. Moreover, I find that the act of "saving" itself offers numerous opportunities for ingenuity and resourcefulness, brimming with wisdom that makes daily life a little more thoughtful.

That was a long preamble. In this survey about eating habits, what caught my attention was people's attitudes toward "saving money."

Soaring prices! Food is the first target for "saving."

During the pandemic, food trends leaned heavily toward health-conscious choices like "immune-boosting measures" and functional benefits like "countering weight gain from staying home." Gradually, influenced by pandemic fatigue, there was a swing back toward entertainment-oriented consumption focused on "individual enjoyment" and "guilt-free" indulgences. Meanwhile, around this time, prices for various goods began to soar. Now, it's not just goods; everything from energy to other essentials is seeing "price hikes."

Amid successive price hikes forcing serious reassessment of living expenses, "food" is the first category people think of for savings.

By late 2022, when successive price hikes were already being reported, 42% of people said they were saving money due to price increases or intended to do so. Awareness of the need to save was rising.

Furthermore, regarding "food," factors like "growing awareness of food waste" and "feelings of wastefulness" are also having an impact. I believe the sentiment to "cut down on unnecessary food consumption" remains strong even now.

A shift in attitudes toward "saving money" is occurring!

However, on the other hand, there was also a desire to "avoid feeling deprived." For regular home meals, 47.5% of respondents overall (70.3% for meals on anniversaries or special occasions) stated they would spend the same or more money despite price increases.

Furthermore, 48% of respondents (69.1% for anniversary or special occasion meals) stated they would spend the same or more on eating out on regular days.

*Percentage figures are rounded to the nearest hundredth, so totals may not always add up to 100%.

Regarding actual eating habits, 47.4% of respondents overall expressed the intention that "even if prices rise, I won't hold back on eating what I want."

Amidst the pandemic's restrictions on activities and now soaring prices imposing financial constraints, consumers show a tendency to prioritize "not wanting to compromise" over saving on food, despite having a general awareness of the need to economize.

Moving beyond mere "austerity" to "enjoyable frugality"

After reviewing these survey results, as someone who deeply loves Taito Ward, I honestly sensed a premonition: "The era of the Minato Ward man may finally be giving way to the era of the Taito Ward man." I myself once worked as a director for a TV program, during which I researched many practical "tricks" for household use. From my experience creating useful content for viewers, I sensed that the art of skillfully enjoying life within constraints would be increasingly valued in the future. "We have to save money," yet "we don't want to endure hardship." To fulfill this human desire, we should enjoy the ingenuity and discoveries hidden within saving. I want to call this not "saving" but "frugal joy" (setsuraku). Signs of this "frugal joy" seem to be spreading even now.

Shift in Customer Base at Inexpensive Izakayas
Recently, younger crowds are increasingly frequenting areas like Shimbashi, Ueno, Akabane, Koenji, Asagaya, Yanaka, and Otsuka, where relatively inexpensive izakayas line the streets. Stories from the front lines, like shop owners, often mention how the clientele at izakayas in these areas has grown younger after weathering the pandemic and rising prices.

"#Almonde"
Furthermore, even in home cooking, trends like recipe posts tagged with "#Almonde" suggest a growing tendency to positively embrace the act of "making do with what's available at home."

Popularity of Enjoyable "Frugal Living" Content
The manga content "Kūneru Maruta" has also gained popularity and attention for depicting international students living creatively and meticulously while enjoying themselves, showcasing their ingenuity.
 

The "frugal enjoyment" mindset isn't simply about forced restraint; it's about finding concrete ways to enjoy life precisely because of constraints. Moreover, the purpose behind pursuing "frugal enjoyment" reveals glimpses of each person's "life they can become absorbed in." Exploring this "frugal enjoyment" mindset could spark many new perspectives and ideas.

While the luxury of indulging in extravagant, extraordinary experiences is certainly wonderful, "frugal enjoyment" – the art of focusing on one's truly desired way of life, pursuing maximum enjoyment without strain – may well become a bright perspective on the future reality of Japanese food culture.

Moving forward, Food Lab will continue to explore emerging trends in eating habits through our series, based on survey findings. Stay tuned for the next installment!